I think we underestimate the power of obtaining simple information and waste valuable energy creating complicated customer loyalty strategies.
Customers don’t really want you to reinvent the wheel or discover a new promotion that will further clog their e-mail boxes or phones. They just want to feel like they are valued and important. They want to feel remembered when they spend their money with you and they want the kind of heartfelt appreciation or authentic acknowledgement that can’t come from any app or loyalty card.
It seems that in most restaurants, repeat customers come back because of a favorite dish, or cocktail or even because it’s their favorite place to celebrate birthdays. Maybe they come back because of the close proximity to their home or job. Maybe it is even the view or the “vibe” of the restaurant they love but one thing is for sure, when most repeat customers return to the restaurant, more often than not they are treated like first time guests instead of valued, “friends of the business.” Yes, due to alternating schedules, high employee turnover and even section changes in the dining room itself, your customers are very likely treated as complete strangers each and every time they visit your restaurant.
Serving your great food and cocktails, providing your breathtaking view and training your professional, gracious, expeditious and thorough staff doesn’t guarantee your customers will come back. The only thing will guarantee a customer’s return: Relationships. And the one thing every relationship starts with? A name.
I’m not talking about “Read it off the back of the credit card and say it because you just gave me money” know your name or “Look up from Open Table and repeat back what you just said to me” kind of know your name…. no I am referring to building the type of relationship with each and every customer so that every employee know your customer’s names and preferences before they even walk in kind of know your name.
Most employees don’t realize how powerful and meaningful names are and that there are literally a limitless number of ways to get and use a customer’s name in order to start building great tipping, repeat customer relationships. Relationships that keep your business thriving, your customers coming back and your waiters making more and more money.
The trick is to train your employees the most important detail about your customers: Their name. The rest will unfold naturally. Your customers will be making reservations before they even leave your restaurant! Your staff will be asking your guests questions like, “When will we see you again?” or “Who’s birthday are we celebrating next? We want to do something really special!” But without names and relationships the most you can hope for is, “Thank you for coming.” and, “I hope you’ll be back.”
Stop hoping. Know for sure. Get their names and use them.
Click below and train your staff to get and use your customer’s names to build relationships :
LeeAnne Homseys Uncommon Restaurant Solutions 