The Customer Relationship Management (CRM) module provides several tools to learn more about who your customers are. By studying various order patterns within CRM, you can create marketing programs that include direct mail campaigns and door hangers. In addition, you can use mass customization techniques to create promotional offers that are matched up with specific customer groups designated through the CRM module.
The system uses an English-style search mechanism that allows you to define specific marketing searches at a very granular level. The user definable settings can be saved as search templates that can be used by your management team as often as they desire. Searches can be as simple as creating a list of all customers who have not ordered in the past 45 days or as complex as all customers who live on Main St and ordered between October 4th and 8th and ordered a Large Deluxe Pizza.
This marketing search feature can be used to create a list of customers, mailing labels or generate simple custom reports where you select what fields are displayed matching the search criteria. The results can then be printed or exported to several different file formats.
One option is to export to the MAILERS+4 software program from Melissa Data.
MAILERS+4 automates the mailing process to meet USPS® requirements for maximum discounted mailings and verifies and standardizes addresses, adds ZIP + 4® codes, eliminates duplicates, postal presorts, and prints barcoded labels and tags, plus required postal forms.
Another powerful feature of CRM is the Map Ranges function (top right). The user has the option to plot customer addresses on a map based on the average price per order or ordering frequency. By defining up to five color-coded ranges, the system can then plot those customers on the map for the specified time period. This tool is invaluable for understanding what part of the city your business is derived and what areas that need to be focused on when creating an effective marketing program. (Mapping Integration add-on required for this functionality.)
In addition, you can increase revenues through several marketing analysis tools included in this module. These analysis tools allow you to further investigate ordering patterns and data associated with your customers over a specific time period. These analysis tools include: Sector, Coupon, Order Frequency and Statistics.
Use the Drive Time Analysis tool (bottom right) to specify up to five color-coded zones that can be created on a map extending out from your restaurant location. The mapping functionality takes into account intersections, speed limits and one-way streets when determining drive time zones. Use this information to set delivery boundaries or determine how far out to mail customers that might consider driving to your business.
(Note: The optional Mapping Integration module is required for this functionality.)