Customer CRM
Your most loyal customers, and the ones you have forgotten.
Every order, table, parcel and loyalty stamp lands on one customer record. The CRM sorts that book from your best regulars down to the people who quietly stopped coming, and gives each band something worth receiving.
SegmentCustomers
Pick a segment
Every customer sits in exactly one band, worked out from what they actually did. Choose one to see the rule behind it and what happens next.
VIP · segment 1 of 6
The 168 who keep the lights on
Four percent of the book, and a share of the takings well out of proportion to it. Most owners can name six of them. The CRM names all 168.
- Trigger
- Crossing 12 visits, or £400, in a rolling 90 days
- Treatment
- Flagged on the diary, the till and their ordering page, with the perk you chose attached
Jess, the new spring menu goes live to everyone on Friday. You can book it from tonight. Two tables left on Thursday if you fancy first go.
Loyal · segment 2 of 6
The 502 you can genuinely rely on
Not spectacular, just dependable. Habits rather than occasions, which makes them the group most worth protecting. Half are two visits from VIP.
- Trigger
- A monthly rhythm holding for two months in a row
- Treatment
- Left alone mostly. Nudged only on what they already order, and shown the next reward
You are two stamps off your next free main, Dan. Both of your usual Friday collection slots are open this week.
Regular · segment 3 of 6
The 1,171 with the most room in them
The biggest band, and the one nobody markets to. One extra visit each per quarter beats anything you will get out of the VIPs.
- Trigger
- A second visit, without a monthly pattern forming
- Treatment
- Put on the stamp card, given a reason to come in on a quiet night, and watched for a shortening gap
Tuesdays are quiet and we would rather you had the room. Two courses for the price of one all evening, on your card automatically.
New · segment 4 of 6
The 460 who have tried you once
A first visit tells you nothing. The second decides whether this person is worth £20 or £2,000, so the only job here is getting it, quickly.
- Trigger
- A first order or booking, then 10 days of nothing
- Treatment
- A short welcome, one honest recommendation based on what they ordered, and a reason to return this month
Thanks for the other week. If you liked the salt beef, the reuben is the one people come back for. Here is a coffee on us with your next one.
Slipping · segment 5 of 6
The 748 going quiet right now
The band that pays for the whole system. Measured against that person's own rhythm, so a weekly regular is flagged in three weeks and an occasional one is left alone.
- Trigger
- Silence past twice their own normal gap between visits
- Treatment
- One message, sent early, that reads like a person noticed rather than a list going out
Not seen you in a few weeks, Priya. Nothing on offer, we just wanted to say the kitchen has changed and we think you would like it. Table any night this week.
Lapsed · segment 6 of 6
The 1,133 you have forgotten
Over a quarter of the book, sat in a database nobody opens. They know you and they gave you permission. Most will ignore it. A few hundred will not, and that is a night.
- Trigger
- Six months or more of silence, with consent still on file
- Treatment
- Worked in small batches with something new to say, then retired rather than pestered
It has been a while, and a lot has changed since. New chef, new menu, same room. Come and tell us what you think, with a bottle of house wine on the table.
One record
One person. Not five half customers.
Most venues hold the same person four times over, in systems that have never spoken to each other. So nobody can answer the one question that decides how you treat them: what is this customer actually worth?
- Built from real activity, never typed in by hand
- Every channel on one timeline
- Yours to export in full, no lock in
- TodayTable for 4, Saturday 19:30Reservations
- 3 daysCollection order, £28.40Ordering
- 3 daysFree main redeemed, ninth stampLoyalty
- 2 weeksGift box, second addressShop
- 6 weeksChristmas party enquiry, 18 coversYour system
Where it comes from
Fed by everything we build you, not by a spreadsheet import.
A bought in CRM starts empty and stays empty, because keeping it fed is somebody’s job. Ours is wired into what your customers already use.
Online ordering
Every collection and delivery order, with the items, the spend and the channel.
Table bookings
Covers, no shows, deposits, allergies and the room they asked for.
Ecommerce
Hampers, gift boxes, subscriptions and click and collect.
Loyalty and rewards
Stamps earned, rewards redeemed, and how far through the card they are.
Payments
What they paid, how they paid it, and any deposit or no show charge.
The system we built you
Quote and book platforms, portals and dispatch screens. If we wrote it, it feeds the same record.
Automations
Set once, then it runs whether you remember or not.
Nobody in a busy kitchen sits down on a Sunday to work out who has stopped coming. These fire off the record itself.
Day 0
Welcome
Thanks in your name, consent captured properly.
Day 10
Second visit
The highest value message on the whole list.
Twice their gap
Caught early
Their own rhythm, not a blanket 60 days.
The VIP line
Promoted
The flag hits the diary and the till, with the perk.
6 months
Win back
Small batches, then retired rather than chased.
Plus birthdays, booking anniversaries and review requests. Anything on the record can start a journey.
On the floor
A VIP badge means nothing if the counter cannot see it.
Most of what you know about a customer is spent in the ten seconds before you serve them. So it surfaces where your team already is.
Table 9 is a VIP, 47th visit, allergic to shellfish, and last time the starter was slow.
The regular who always asks for no onion gets it printed on the docket, every time, without asking.
First ever order, so it gets the extra look before it goes out of the door.
Third address they have sent to this month, gate code on file, leave it with the neighbour.
Bespoke builds
If a restaurant CRM does not fit, we build the one that does.
Albatross Cars run over a thousand corporate accounts. A venue has enquiries running eighteen months. We write the platform around how you actually work.
Accounts, not just people
Companies with several bookers, shared spend, agreed rates and one contact who signs it off. The record follows the account as well as the individual.
Your own definition of loyal
A weekly coffee and an annual wedding are both loyalty, and they look nothing alike. The segment rules are written to your cycle, not a template's.
Nothing to run at the end of it
The data and the accounts it runs on are yours, the platform and the code stay ours to host and support, and it is looked after after launch rather than handed over and forgotten.
Real stories
An audience built before the doors even opened.
The Royce opened to a VIP list of more than 2,000 people captured before launch night, every one of them a guest the venue can contact directly rather than pay to reach again.
Read The Royce storyCommon questions
Yes. We import what you have, whether that is a spreadsheet, an old mailing tool or an ordering platform you are leaving, then de-duplicate it against live activity so one person does not turn into three records. Consent dates come across with it, and anyone we cannot evidence consent for is imported without marketing permission rather than quietly opted in.
We set them with you, against your actual numbers. A cafe where the average customer comes twice a week and a venue where a good customer books once a year need completely different thresholds, and using the same ones for both is how a CRM ends up telling you nothing. You can change them afterwards and everyone is re-sorted.
No. The important journeys are written and switched on for you as part of setup, in your tone and your branding. You can edit any of them, and nothing goes out that you have not seen first.
It is built around consent rather than having it added later. Permission is captured at the point of sign up with the date and the wording stored, unsubscribes apply everywhere at once, retention rules are yours to set, and an erasure request removes the person across ordering, bookings and marketing together. You are the data controller and we are the processor.
No, and it is not really meant to be run day to day at all. The segments update themselves and the journeys send themselves. When you do want to do something, picking an audience and sending to it is a couple of clicks, with no export and no spreadsheet in the middle.
It works from a single source, it just knows less. Ordering alone still tells you who your regulars are, who has gone quiet and what they order. Each system you add fills the record in further, and if we have built you something bespoke, that feeds it too.
You take it. Full export of customers, consent records, order and booking history, in a format you can load somewhere else. There is no contract holding the list hostage, which is rather the point of owning your customers instead of renting them from a marketplace.
Let us show you your own book.
Tell us where your customer data sits today, across whichever systems it is scattered over, and we will show you what it looks like joined up and sorted. Including how many people you have forgotten.