Using Technology to Grow Repeat Business
In today’s fast-paced and competitive hospitality industry, where customer expectations are constantly evolving, venues not only face the challenge of attracting customers but also how to ensure that they return.
In this blog, Matt Rawlins, Chief Technology Officer at three rocks®, a people-first company specialising in creating solutions that enhance experiences, discusses how to use technology to create memorable moments that encourage repeat business.
Building customer loyalty starts with delivering consistent and positive experiences. The more personalised and enjoyable these experiences are, the more likely guests will form a habit of returning to your venue. When customers think about dining, your restaurant should be the first that comes to mind.
So, how can you use technology to create a unique and tailored interaction that leaves the customer feeling valued and eager to return? The key is to treat every customer interaction as an opportunity to build trust and loyalty between the brand and the guest. However, this is hard to do without a complete view of your customers. Understanding guests’ preferences and what attracts them to your venue is all in the data, and technology can help you unlock these insights.
Gathering customer data
As the hospitality industry becomes increasingly reliant on digital solutions, technology is now integral to almost every aspect of restaurant operations. In fact, our own three rocks® research found that 79% of consumers are open to using technology before or during their visit to a hospitality business. From robotic waitstaff and self-service kiosks to virtual queuing systems and table management platforms, technology is transforming how venues operate. These tools allow businesses to gather intelligent customer data at every touchpoint, helping them build a comprehensive view of their guests.
Data harvesting and collection may seem complex, but there are simple ways to start. For example, when customers use online booking systems, restaurants can capture details such as dietary restrictions, group size, marital status, birthdays, contact information, and special requests like accessibility needs. During their visit, self-ordering kiosks or QR code systems can collect data on preferred menu items and payment preferences. Following the visit, feedback forms and email campaigns allow businesses to maintain ongoing communications which are tailored to the individual customer’s profile, strengthening their connection with guests, such as the latest family offers, vegan specials, and special birthday promotions.
By utilising the right tools and touchpoints, operators can collect, refine, and segment data, allowing you to be more strategic and confident in your sales approach. However, as your data collection grows, deeper analysis becomes necessary to make this data work harder for you, all of which can be automated through Customer Relationship Management (CRM) systems. By segmenting customers based on behaviour and preferences, operators can target specific groups with personalised offers, products, and services.
Customer Experience system – XMS
With three rocks’® experience management solution, XMS, data is the underlying foundation to gain insight and understanding, allowing hospitality to make informed decisions to ultimately improve experiences. Using XMS, businesses can create a tailored customer experience technology stack which matches their individual business goals.
Solutions from digital booking systems, self-service kiosks, restaurant order management solutions, CRM and data analysis processes, and virtual queueing systems, are available to create an experience enhancing solution. These also provide crucial points of contact to gather insights on customers to continue to nurture and grow your clientele.
We work with brands such as Pizza Hut, TGI Fridays and The Big Table Group, to help them understand their challenges, and to create the perfect mix of technology to overcome them. three rocks® XMS is truly modular, allowing operators to utilise flexible solutions, ranging from pre-visit systems, in-visit, front and back of house solutions, and post-visit marketing, engagement and feedback tools.
To learn more about XMS, visit us at stand J10 during the Hospitality Tech Expo on October 15th and 16th, 2024. Also, our Chief Technology Officer, Matt Rawlins, will be presenting at the event on Tuesday, October 15th, from 12:30 PM to 1:00 PM in Seminar Theatre 8. His talk, titled "Experiences You Want to Repeat," will explore key strategies for creating memorable customer experiences.
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Matt Rawlins became the Chief Technology Officer of three rocks in 2023, following the merger of his former company Six Sevens Solutions Ltd, a leading data solutions firm, and Adactus Ltd, a bespoke CX technology solutions brand. three rocks has over 50 years of collective experience in designing bespoke technology solutions driven by data collection and analysis, helping to transform businesses by enhancing consumer, employee, and user experiences.
A people-first tech company, three rocks combines experience within hospitality, data services, and software development and implementation to bring a more effective way of delivering technology to the hospitality industry and wider business sector. Offering a totally modular experience management system, businesses can create a complete end-to-end CX solution that connects the customer and user journey and transforms their business. Solutions include digital booking systems, self-service kiosks, restaurant order management solutions, and CRM and data analysis processes.
Prior to becoming the Chief Technology Officer of three rocks, Matt led the design, development and release of bespoke application solutions at leading hospitality restaurant Pizza Hut, before launching Six Sevens Solutions, where he took up the position of Director.
Matt has 15+ years’ experience designing and developing global reporting systems that deliver business intelligence for multinational organisations. He is a tenacious technology professional who integrates on-premise, digital and cloud solutions to positively transform data management landscapes to align with business vision, strategy, growth and performance targets.
Having previously worked together at national restaurant chain, Pizza Hut, Matt, alongside his two business partners (Scott Muncaster, Managing Director, and Andrew Kaplan, Chief Data Officer) founded three rocks in 2023. The three heads realised that a merger would be the most impactful way to bring the skills of both Adactus Ltd and Six Sevens Solutions together to turbo-charge the skills, knowledge and experience of both brands, and enable three rocks to create a brand new, joined-up offering to its customers.
Matt’s LinkedIn can be viewed here.
More information on three rocks can be found here.