How to use bookings data to feed your CRM

Every booking is a guest profile waiting to be built. Here is what belongs in it.

Your table booking data is full of customer insight. It is where guests tell you their needs and preferences when dining out. To use it well, link your booking system to a customer relationship management (CRM) platform.

That creates a single customer view: all the information on one guest, gathered together. Use those insights to personalise the customer experience and turn one-off bookers into regulars.

Generate more sales with connected bookings and CRM data

Personalisation is the key to high conversion rates and increased sales. A CRM powers your personalised campaigns with everything you collect, and you can bring in other data sources too: loyalty schemes, e-commerce, guest Wi-Fi and online reviews.

Ideally you run one platform that holds the lot. The data syncs automatically, and your database grows and stays up to date without anyone touching it.

Integrating separate systems as a fallback works, but it carries risks: duplicate records, transmission errors and added costs. Every join is another place for guest data to go stale or go missing.

How to build a strong customer profile from your bookings data

Here is what to include in a customer profile.

Customer related:

• Basic contact details, including birthday if possible

• Demographics: family, couple, solo diner

• Preferences: favourite table, food and drink

• Dietary requirements

Booking related:

• Frequency: loyal customer versus first-time visitor, and last booking date

• Behaviour: day of the week and typical times

• Type: single table or group, events

• Special occasions: birthdays and other anniversaries

• Customer satisfaction, based on reviews

• Check size: big spender or small

• Previous no-shows

All of it feeds your personalised marketing campaigns. For example: a special deal on a customer's favourite drink, a simple birthday offer, or a win-back campaign when it has been a while since their last booking.

The profile does the remembering, so your team does not have to. When the guest walks in, the favourite table, the dietary note and the birthday are all there, and the marketing you send next month writes itself from the same record.

Stampede combines the CRM, bookings and marketing so this data sits in one place. Book a demo with our team to see it working on your own bookings.