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Customer Intelligence allows multi-unit operators to personalize their customers’ experiences at scale.

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What is Customer Intelligence?

Customer intelligence refers to the process of collecting customer data and analyzing it to help make smarter, data-driven marketing and operational decisions. Having a detailed understanding of your customer base, how your customer interact with your business, and the experience they have while doing so, allows multi-unit operators to gain a competitive advantage.

Customer Intelligence for Physical LocationsCustomer intelligence is an important element in building an effective customer relationship management (CRM) database. Your CRM is used for everything from building customer profiles and increasing loyalty, to improving marketing results, making better staffing and purchasing decisions, and creating new products and services. When it comes to creating an effective marketing and operation strategy, having accurate customer information from a majority of your customers is paramount. Without this data, you will not know in which direction to steer your business for predictable growth and customer satisfaction.

Customer intelligence begins with a simple piece of reference data, such as an email address or a customer’s name. Then, you add supplemental information to this data over time. Additional data may include demographic information, such as geographic location and age, and profile pictures. It may also include behavior data, such as if they are a first time visitor. Or, how long they were at your place of business, or how many times they have visited. Also, it may include specific purchasing information, customer lifetime values and per-person averages.

Online Companies Have Had the Advantage – Until Now

Online ecommerce companies have been able to utilize customer intelligence at a relatively inexpensive price. Further, the software that collects the data is simple and easy to use. This gave ecommerce businesses a huge advantage over their brick-and-mortar counterparts in terms of bottom line profitability.

Simply put, ecommerce companies know exactly who their customers are. They’re aware of how they behave on the website, and what their spending habits are. Those who have implemented online surveys and questionnaires even have insight into the customer pain points and what triggers them emotionally. Plus, using visitors’ IP addresses, they can identify individual customers and market to them using targeted personalized marketing campaigns.

This allows them to accurately define their ideal customer personas and learn how to market to each of them. Since targeted advertising has been found to be almost twice as effective as non-targeted campaigns, the ROI on customer intelligence can be realized almost immediately after ecommerce companies implement a customer intelligence platform. Customer intelligence provides a clear advantage when creating new products and services or producing enhancements to existing ones.

Brick-and-mortar companies have not had this same level of transparency into their customer base because they haven’t had the ability to collect comprehensive information about a large sample size of their customers.

Until now.

WiFi Analytics: Effective Customer Intelligence for Physical Locations

WiFi analytics and Wifi marketing provide an effective and relatively inexpensive way to build a large CRM database of tens- or even hundreds of thousands of clean customer profiles. This instantly removes the advantage that online companies have held over brick-and-mortar businesses for decades. Here’s how it works.

Just like online companies identify an individual customer based on their IP address, WiFi analytics for restaurant customer intelligence identifies a customer by the unique ID of their smartphone, laptop, or tablet. Any of these devices that have WiFi enabled are constantly sending out this unique identifier. Likewise, your guest WiFi access point is constantly listening for these devices to come within range.

When a new device is identified by the WiFi access point, the device is logged into a CRM database. At this point, all of the data is anonymous, meaning the system does not know who the device belongs to. However, you will begin gathering valuable data such as customer dwell times, visit days and times, returning visitors and customer repeat rates, among other data.

Example of Customer Intelligence Metrics

Customer Intelligence Metrics

With this type of anonymous data, you’ll not only know your busiest times, you’ll be able to better predict them. This will allow you to perform staff scheduling much more accurately, saving on labor costs. You can also use this data to make smarter purchasing decisions, reducing food spoilage and waste, further driving down costs.

Also, since you can sort the data by locations and/or date spans, you’ll be able to see overarching results of any promotions or events that you are hosting. For instance, if you execute a new “Kids Eat Free” on Tuesday nights at specific locations, you can measure the foot traffic results of these locations against locations that are not running the special. This will give you the insight required to make the decision of continuing the promotion, enhancing it, or ending it.

While this is enough to help your business grow tremendously, the real benefits come when a customer decides to log into your WiFi access point.

Advanced Customer Intelligence

Since every device has its own unique identifying ID, all past and current data is associated with the device. When the owner of that device opts into WiFi using their email address, the system will immediately create a customer profile for that patron. Moreover, the system adds all previous data associated with the device to the consumer profile. What’s more, even if the customer never logs into your WiFi again, the system will identify them by their mobile device and add to their customer profile every time they return to your place of business.

Over time, you can quickly and passively build huge customer databases with detailed customer profiles. This is where the benefits of customer intelligence can be realized. By sorting your customer database by demographic and behavioral data, you can begin building lists of ideal customer personas. Then, you can create advertising and marketing campaigns built around each individual customer segment so that you can personalize your customers’ experiences at scale. As mentioned above, by targeting specific audiences with messages relating to them, their social environment and their pain points, your marketing results can increase dramatically.

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Customer Intelligence for Marketing

But the benefits of using Bloom go even further. Using Bloom’s automated marketing suite of growth tools, your marketing campaigns can be configured to fire specific messages to your customers when specific demographic and behavioral criteria are met. For instance, you can send a message to any customer whose birthday occurs within the next 3 days. You can add a coupon to be used on their birthday along with a happy birthday message. Moreover, you can send a different message to women than to men. Or  send another message to those who are specific age or younger/older.

Bloom also employs an at-risk customer trigger. Using intelligent algorithm sets, the platform can accurately predict when a customer is at-risk of churning. When customers are identified as at-risk, a message can be sent to them asking them to come back. Typically, users add an incentive to the message, such as a free drink or appetizer. Also, users can add an expiration date to create urgency.

Companies are seeing up to 38% of churned customers return to their place of business using Bloom’s automated at-risk campaigns. Users simply create the email message and turn on the campaign. Bloom does all the work for you, behind the scenes. And it will track the campaign all the way down to the customer coming back through your door and whether they redeemed the offer.

There are many other automated marketing triggers which can be used in the Bloom Customer Intelligence platform. All of them can be tracked, giving you valuable insight into how each campaign is performing and how much your business is growing as a result.

You Can Start Today With Bloom Intelligence

Isn’t it time that your multi-unit operation employs a more effective and strategic marketing and advertising strategy? Are you ready to start saving on purchasing and staffing costs? Now you can with the Bloom Intelligence WiFi marketing and customer intelligence platform.

If you’d like to see how Bloom can assist your businesses growth, call us at 727-877-8181, email us at sales@bloomintelligence.com, or schedule a no-obligation free demo here. It’s not just smart, it’s Bloom Intelligence.

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