TALES FROM THE TOP
Enhancing the customer experience through data SevenRooms, a data-driven guest experience platform for hospitality operators, has launched into the Australian market – and it couldn’t have picked a better time to help venues win back and retain customers. IT’S UNDOUBTEDLY been a
Having launched in
Contactless options for practices
tough trading environment
September, the Australian
like ordering and payment have been a
for pubs in 2020, but as
hospitality market is already
godsend during the pandemic, but many
restrictions begin to ease,
crying out for this type
publicans worry that by automating
operators need all the
of CRM-driven holistic
too many processes, they will lose that
help they can get in luring
platform, with businesses
human connection which is a crucial part
patrons back to their venue,
such as Momento Hospitality,
of the pub experience. Hadida suggests
SkyCity Entertainment
that instead, it helps to enhance that
Group and Matteo Sydney,
human connection by assisting venue
all jumping on board with
staff in personalising an experience for
and giving them the kind of experience that will keep them coming back for more.
Paul Hadida, GM Australia, SevenRooms
For Paul Hadida, general manager-
the SevenRooms tech. Like a lot of other
Australia of SevenRooms, capturing and
operational POS tech, the platform
utilising customer data is key in creating
offers reservation, waitlist and table
for hospitality, that doesn’t mean that
that tailored experience.
management, online ordering, contactless
technology can’t be used to provide a
order and pay, but goes a step further
high-touch experience. In fact, capturing
of businesses innovating to continue
to include reputation management and
data across the guest journey can enhance
providing services to their customers
marketing automation, and collates data
a venue’s ability to provide those personal
in the short-term, but the pandemic
on patron behaviour.
touches, not negate them, with an operator
“We’ve seen so many inspiring stories
will have long-term impacts too. It has
“Using our end-to-end guest experience
their guests. “Despite us entering a ‘contactless’ era
using the data collected through platforms
accelerated the need for hospitality
platform, operators can build a single,
like SevenRooms to deliver a personalised
businesses to embrace technology and use
unified profile on each of their customers
experience to their guests.
it as the foundation on which they build
to understand how they interact with the
their medium- to long-term recovery.
business – whether that includes online
favourite food and drink, whether they have
“Data, and the insights it provides, has
“This could include finding out a guest’s
ordering from home or on-site dining
any allergies, their preferred table or even
gone from ‘nice-to-have’ to essential.
experiences. Our platform helps operators
when their birthday is so they can provide
Every engagement matters, and with
to increase revenue and alleviate the
a favourite entree or bottle of wine on the
technology, savvier operators can serve
impact of the pandemic by leveraging
house to make that guest feel special.”
up the experiences required across both
data to build direct relationships, deliver
on- and off-premise to turn one-off
exceptional experiences and increase
that keep patrons coming back to the
visitors into regulars.”
repeat bookings and orders.”
one venue.
26 | Australian Hotelier
And it’s those human, personal touches