Assignment

Chapter 2 describes how firms use Customer Relationship Management (CRM) to help manage their relationships with their customers. CRM systems provide information via a central database to coordinate all of the business processes that deal with customers. CRM systesm insure that sales, marketing and customer service always have the same, up-to-date information on each and every customer. Such CRM systems optimize revenue, customer satisfaction, and customer retention.

Pretend that you are opening up a new restaurant in your neighborhood. Describe how you would use digital technology including an outstanding customer database to maximize the relationships with your customers. Explain how you would use digital technology to provide personalized communications, such as email and a website to maintain an ongoing and meaningful dialogue with each and every one of your customers.

How could you customize your database in order to ensure that customers would be included by your establishment in their special occasions like anniversaries, birthdays, graduations, etc.? What could you do in order to obtain personal information from your customers - like email addresses, and feedback on menu items to continuously feed that database?

Think out of the box - for example, could you develop a digital process whereby you could remind customers what foods they ordered the last time they were in your restaurant? What other personal things could you do to develop repeat business?