Customer loyalty is already a challenge for any business. In the digital age, in addition to strengthening relationships in person, it is also necessary to talk to the public on digital channels – such as social networks and applications.
“Today people no longer ask for the menu, they ask for the WiFi password. The money is where their attention is: on their cell phone. Therefore, the internet is a showcase for your business”, highlights consultant Matheus Lessa, a food service specialist.
For him, investing in digital relationships with the public is crucial to the long-term success of a food business. “Even in times of economic crisis, it is possible to attract people to your business and retain these consumers”, says Matheus.
But, before you start using social media in your relationship strategy and loyalty, entrepreneurs should stop and reflect on five points that Matheus considers crucial. Check it out below.
What sets you apart?
To differentiate themselves in the market, entrepreneurs must be clear about what they do differently and know how to communicate this to the public. “Every brand has a promise. Experience is the delivery of that promise. If a brand does not convey the correct message in this sense, it becomes generic, and the restaurant will fight over price”, comments the expert. “Entrepreneurs must know what their company does differently to be chosen among competitors.”
Why would someone follow your social media?
Matheus draws attention to the fact that customers choose what they are going to eat before leaving home – sometimes because they have seen an appetizing photo on social media. “If people don’t follow your profile, will they buy from you or a competitor?”, provokes the consultant. “What are the strengths of your profile, the ones that will make people follow you?” In a competitive market, attitude is often what makes the difference. “Texts must have a call to action, such as 'tag a friend', 'call someone'.”
How do you connect with people?
To retain public loyalty, it is necessary to go beyond traditional photos describing dishes and encourage people to interact with the company's profile. “Think about the questions and doubts you receive most and answer them. Talk about the things the customer should know about your market and interesting facts about your business. If you have a pizzeria, write about where pizza was born. Talk about the challenges you faced. When you open, you connect. Perfection inspires, but imperfection connects.”
Do you deliver more than expected?
Matheus also explained the concept of over delivery, that is, when the company delivers more than the customer expects. “What can you think of over-delivering? Giving gifts, treats or samples of new menu items is a way of positioning yourself in a unique way in people’s minds”, says the consultant. “The more the entrepreneur cares about going further, the more he stands out in this market. Price is not the main factor in choosing. If the restaurant has a special delivery, of value, a unique experience, the consumer will always buy there.”
Are you listening to the customer?
Talking to people and reading the comments and messages received on social media is a way of understanding what the customer expects and meeting that desire to retain them. “Learn to listen. It is very common to pay attention to the competitor and not the customer. However, the customer can bring a new idea, a suggestion for a new dish. Doing this research is vital to the company’s success. Anyone who wants to play the game in the long term needs to worry about understanding and delighting their customers.”
Want more tips on digitizing restaurants? See the Super Lives iFood Takes Off, with the participation of Matheus Lessa and other experts, on the channel iFood for Partners on YouTube.
