For more years than I can remember, I’ve had a security system on my house. I’ve been with the same security company so long, that the keypad to turn the alarm system on and off has worn out. When I called to have it replaced, a service representative explained that there would be service charge to have someone come out and replace the keypad. I explained to them that I’ve been their customer for years and that they should send someone out to replace the pad for free. I also pointed out that I frequently get calls from their competitors who will come to my house and install a new updated security system for free. “I’m sorry, sir, there’s nothing I can do. It’s our policy. Is there anything else I can help you with?” You haven’t helped me, I replied, you just sent me to your competitor because of a shortsighted service charge.
I bring this up because most businesses, including restaurants, have long-time customers. In the case of my former security company, I have had no face-to-face interaction with them. All communication is done by phone. Maybe that’s why it was so easy for them to discard my business. But in your case, your interaction with customers, new and old, is very personal or should be.
In my hometown, I regularly eat in lots of restaurants. Most of them know me and take care of me really well. I don’t discount the fact that I’m the editor of a restaurant magazine, which likely gets me more attention than most. However, there are restaurants I’ve been going to for years where there is little or no recognition of my regular customer status. As you might guess, these are not my favorite restaurants, but they are on my go-to list because of convenience or friends like to go there. But if I have my way, I go to restaurants where I have a relationship with the staff and/or owners. These are the restaurants where I not only leave full, I leave with a smile.
In what seems to be a fading memory, many restaurants had a front-of-the-house person or persons who developed relationships with customers. Regulars would often return to the restaurant not just to eat, but to see that person because it became it was more than a business transaction, it was personal. Now too many restaurants have perfectly competent people who will properly greet you at the door and escort you to your seat, but have no clue if you’re a regular or a new customer. Perhaps turnover is the reason behind this. But whatever the reason, if you’re not tracking your customers, old and new, you’re blowing it. You’re blowing it because even if you don’t have people who will greet and remember customers and their preferences, there’s technology that will do it for you. You’re blowing it because if you don’t treat customers as if they are returning home, then they will likely find restaurant that do.
What are you doing to remember your regular customers and, for that matter, what are you doing to make new customers old customers? Email me.
Michael Sanson, Editor-in-chief
e-mail: [email protected]
Twitter: @MikeSansonRH
