Ten Restaurant Group aims to increase occupancy by locating and satisfying ideal customers. It uses a technological platform to implement diverse strategies and initiatives to increase customer satisfaction and interaction. The objectives are to prospect new customers through various online and offline channels, monitor existing customers through ongoing contact via social media, phone, and in-person to build customer profiles and increase billing, and implement long term relationship strategies like targeted offers and cross-selling to improve customer satisfaction and gain word-of-mouth referrals. Key performance indicators measure increases in customer numbers, billing amounts, and customer satisfaction levels.

1. Ten Restaurant Group

2. •Occupancy
To increase the occupancy of the restaurants and
night clubs by locating and satisfying the ideal
customers.
•Tools
By operating our technologic platform we are able
to implement diverse strategies and iniciatives
oriented to increase the satisfaction and interaction
with the customers, thus, achieving the occupancy
increase.
Objectives

3. Players
Technologic
platform
Contact Center
Business rules &
strategy
Social media
Customer
KPI’s

4. Players
1
From:
Prospects
Pull & Push strategy:
Flyers
References
Specials
Reservations
Complain / congratulations line
In Bound
To:
Prospects
Invitations:
Specials
Social events
Commercial events
Reservation confirmation / reminder
Out Bound
3
Reservation confirmation / reminder
Specials, promotions, courtesys,
trívias.
SMS & Facebook & Twitter
SMS & Chat
2
Live contact
Social media analyst
Channels Contact Center Social media KPI’s
Business rules & strategy

5. Interactions
Channels Contact Center Social media KPI’s
Business rules & strategy
How to play the game

6. Scenario
Restaurant
system
SMS
KPI´s
To do
To do
KPI´s
Contact
Center Prospect
Customer
SatisfiedUnsatisfied
CC System
Social Media
Hostess
KPI´s
Smart phones
E-Mailing
Mailing

7. Prospecting.
Outbound
Restaurant
system
SMS
KPI´s
To do
-Identify geografic zones of interest, offices nearby.
- Prospecting though linked in according to the zones.
-Food or drinks specials.
-Coorporate specials.
- Conversion from prospecto to active customer.
-Personalized welcome from the hostess.
- Registration for virtual card (data base)
- Reservation confirmation.
- Conversion rate from
prospect to active
customer
- Reservations vs
assistence
- Billing history: Building
customer profiles.

8. Customer care.
Inbound
Restaurant
system
SMS
KPI´s
To do
-Marketing campaigns response
-Adds, Specials, Reservations, VIP guests,
referal attention,.
-Attention to complaints or congratulations line
published on the menus or adds.
- reservation confirmation, regular or express.
- General info and canalization.
-Response to marketing
campaigns.
-Reservations vs
assistence
- Call flow
-Service level and
abandonment

9. Social media
Monitoring
Restaurant
system
SMS
KPI´s
To Do
-Twitter, Facebook y Linkedin monitoring : followers,
detractors. Evolution and volume.
- Follow up and problem solving for unsatisfied
customers.
- Number of detractors
found.
- Insatisfaction reasons.
- insatisfaction evolution.
-Media analysis.

10. Social media
Specials
Restaurant
system
SMS
KPI´s
To do
-Public rewards and encouragement for possitive
feedback and comments.
- Specials to followers.
- SMS related specials.
- Publication of:
- Specials,
- Prices,
- Rewards
- Menus
- Specials response
- Number of followers
-Followers evolution
- Followers profile and
preferences.

11. Social media
Administration
Restaurant
system
SMS
KPI´s
To do
-Operation policies
- Scripts - Specials
- Special frequency / size - Budget
-Account administration:
-Walls - Photos
- Information - Blogs
- Press releases - Notes
-Official info. - Specials
- Followers - Reward / loyalty program
administration
-Social media user
bahaivior.
- Success rate per social
media channel.
- Growth rate.

12. Social media
Restaurant
system
SMS
KPI´s
To do
- Chek in rewards.
- Tips rewards.
- Foursquare related specials
-Number of users
checking in.
- Number of check ins per
user, frequency.
- Mayor identification.
- number of tips.
-Foursquare statistics.
Foursquare

13. Value added services
Restaurant
system
SMS
KPI´s
To do
-Coorporate service rules, lunch meetings, events.
- Family events
-Virtual loyalty card (database).
-Customer identification from hostess
- Specials
- Chat
-Information, confirmation, delivery , take out.
- Regular and express (VIP) reservations.
- Special days
-Chat users
- Frequent chat subjects
- Most demanded
services.
- Reservations and
invitations vs assistance.
Offer

14. Value added services
Restaurant
system
SMS
KPI´s
Desarrollo
- Birthday and special ocations invitation and / or
specials
- Telephone - E-card
- E-mail - Regular mail
- Billing history per customer, profile creation.
- VIP rules and pollycies:
- No lines - Rewards
- Specials
-Visit frequency
- Billing
- e-mailing response
- contact customer for
birthday and special
ocations.
Offer

15. Customer opinion
Restaurant
system
SMS
KPI´s
To do
Random post service surveys
What is the customer thinking about…
- Service
- Place
- Food quality?
¿ What is missing?
-Statistics from surveys
and research:
-Preferences
-Improvement
áreas
Research

16. Business rules definition
Restaurant
system
SMS
To do
- Social media operation rules.
- Outbound polycies.
- Business image polycies
- Specials polycies, budget.
-System data input and reports polycies

17. Interactividad entre
Sistemas
Restaurant
system
SMS
Desarrollo
- Políticas de Envío de Información en línea
(actualización de datos, lenguaje, periodicidad)
- Consumo por Cliente ($)
- Preferencias por Cliente (Alimentos y bebidas)
- Efectividad de asistencia de reservaciones

18. Systems connectivity
Restaurant
system
SMS
-Information exchange policies on line
(update data, programming language,
periodicity)
- Consumption per customer ($)
- Customer preferences (food and drink)
- Effectiveness reservation assistance

19. Feedback
A
B
C

20. Prospecting Social Media Customers New Customers
KPI = Increase number of customers
Marketing strategy
Outbound campaigns
Inbound campaigns
Strategic benefits

21. Customers monitoring Bilateral Permanent Contact
KPI = Increase Customer Billing
Customer Knowledge
Social Media
Chat
Phone
Hostess
Marketing Campaigns
Profiling by:
- Billing
- Food and drink
preferences
- VIP customers
Strategic benefits

22. Strategies KPI = Long Term Relationship
- Profitable efforts
- Customer Satisfaction Index
- Targeted offers
- Cross selling
- Suggestions by profile
- Branding
- Word of mouth
Strategic benefits

23. 201020092008200720062005
3
5
1 2
4
6
Proposal
and aproval
of reporting
catalog
CustomervisitsReporting
Report definition

24. To do
Customer approval
Integration
Operation
Tecnology

25. Time table
Developement
Operation
Integration
Roll out

26. THANK YOU!