Caterer September 2007 - Strategy Clinic

I've got a customer database but how do I get the most out of it?

There’s an old marketing adage that says it’s easier to get a customer to return to your business than get someone completely new. Therefore building up a database of customers is good business practise, although building it is only half the battle – its what you do with it that counts. Here’s how to get the most out of your database:

• Don’t overuse the database – people will get fed up of constant emails and letters and will ask to be taken off.
• The best way of using the database is with a monthly newsletter containing information on menu changes, special offers, upcoming events etc. Preferably the newsletter should be emailed to save time and money.
• If the database contains customer birthdays send them a birthday card a few weeks before their birthday and state that if they have their birthday party at your restaurant they’ll get a complimentary bottle of Champagne. This strategy will result in profitable group bookings and will create goodwill in the eyes of the customers towards your restaurant.
• Again if you have built a detailed database of old bookings that contains information on customers anniversaries and other special occasions that they have celebrated in your restaurant – contact them a few weeks before and wish them all the best on their special day.
• Around Christmas time email some vouchers for special offers such as complimentary house wine when 2 main courses are ordered and £10 off the bill etc. These vouchers will only be valid throughout January – not only boosting trade during the quietest month of the year but will also give you goodwill.

Guy Holmes, Captivate Restaurants