Feb 10, 2022
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3 min read
Creating a personalised customer experience is a straightforward task for online retailers, as they can easily collect and use customer data insights. Thanks to digital innovation over the past two years, the hospitality industry can also now use the same types of customer data for personalisation.
In part one of this series, we had a look into why businesses should focus more on personalisation. This second part will dive deeper into how you gain customer insights and how you can use them to grow your business.
By combining all your customer data from various tech tools, you are able to build a unique profile for each customer, which you can then use to create a personalised experience.
There are many data sources alongside your customer journey that allow you to get to know your customers. Some sources are more transactional, others focus on behavioural data.
Here’re the most important customer data sources to seek out and use for personalisation:
Booking systems mostly provide you with basic customer contact data. On top of that, you’ll also get insights into booking habits.
Those systems certainly come with a lot of transactional data. But they are also rich in more specific insights around individual preferred food and drink choices.
Your WiFi data can tell you a lot about your customers’ behaviour. Those insights are really valuable for retention campaigns.
Your loyalty program helps you to find out more about what your most loyal customers have in common (characteristics and purchasing behaviour).
Now it’s time to power your email and SMS marketing with all those customer insights and to start segmenting your database accordingly.
Some proven campaign ideas to increase conversions and spending:
Need help sending out tailored email & SMS campaigns? Get in touch with one of our team who are happy to run you through it.
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