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Data Mining
By Ken Varga | August 7, 2009
I recently had an experience I want to share with you. My son, Brian, lives in Princeton, NJ. And when we visit him, we usually tour the city with his family. We often visit Princeton University. But that’s not why I’m writing this blog item. Princeton is a quaint town. There are many stores. It’s almost like being in a Village Square, and there are quite a few restaurants. We have probably eaten in all but a handful.
Our favorite is an Italian Restaurant called Meza Luna.
The service is great, the food exceptional, and most of all, the head waiter will make any dish you want, anyway you want it. His response is always, “But of course”, whenever he’s asked to make a dish that is a combination of a few items on the menu. He says this with a smile. I’ve often mentioned to the owner, how well-trained the help is.
Anyway, a few weeks ago, we went to our grandson’s first T-ball game. After the game, we decided to go to Meza Luna for dinner. As usual, my son ordered the dishes for my three grandchildren, and when he asked if they could be done this way or that way, the head waiter said, “But of course.”
Then he did something that he never did. He gave me a form and a pen and said to me, “Since you are a preferred guest, we would like to offer you and anyone at your table a free dinner, on us, on anyone’s birthday. All we had to do was to complete the form with the necessary information.
The owner, who remembered me, mentioned that the last time I was there, he knew me by sight, but it would be better if he collected a data base and information on his customers. I quickly outlined for him the information he should get. He followed thru with my suggestions and this is how he created the form. He thanked me for the idea I gave him and offered my meal on the house.
Here’s what the form looks like…
It’s about two inches by eight inches long. On one side it’s got a picture of a waiter opening a bottle of wine. You can find pictures like these in the public domain on the Internet, so you can use them. Or you can pay a small fee for one you like better.
"We would like to take this opportunity to thank you and to include your name on our preferred guest list.
This will allow us to keep you updated on seasonal changes and any special events we have in our Restaurant.
It’s our way to show how much we appreciate you and all of our guests.
Thank you."
On the other side is the following…
“Preferred Guest Registration
Please Print Clearly
Mr. — Mrs. Ms.Name——————————
Address_____________________
City________________________
State ________Zip Code___________
Telephone_____________________
Birthday: Month______ Day__________
Anniversary: Month ________ Day_____
Email ______________________
Is this your first visit? ______How did you hear about us?
_________________________________
Comments:
_________________________________
_________________________________
Server _____________This information is confidential and for the exclusive use of this restaurant only.”
Every one of you should already have something like this form in place. If you don’t, you should do this immediately.
Let me know your thoughts.
Topics: Database creation | 1 Comment »
August 8th, 2009 at 6:33 am
This is a great example of a restaurateur/retailer reaching out to build closer relationships with his customers. He wants to know you on a first name basis, and he wants to make each visit special and memorable. He knows that if he does these things well, you’ll recommend him to your friends. He’s earning your loyalty, and building a community of loyal customers, one at a time. Very good stuff.
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