IDENTIFYING THE RIGHT CRM SOLUTION FOR YOUR RESTAURANT

In the fifth installment of the Customer Relationship Management (CRM) series, Turnkey Ventures’

explores the steps involved in identifying the most adequate CRM system for your operation’s needs, while highlighting products available in the local market

The restaurant industry is characterized as being a detail oriented business that focuses on the product as well as on the customer experience, with several aspects that are unique to that industry. As such, readily available systems in the local market usually require many adaptations and modifications to fit the operation. As a result, when implementing a CRM strategy, several businesses find it challenging to identify an IT solution that could be the answer to their particular needs.

Since the CRM notion is still emerging in Lebanon, the local demand and size of the industry does not encourage software providers to tailor-make a system that is specific to the industry. ERP providers such as SAP and Microsoft Dynamics possess the required modules under different captions and can easily package them into a comprehensive CRM system that answers the needs of each restaurant.

Restaurant companies with many brands and concepts may opt for developing their own CRM applications/software to fit their needs. While this option could be more straightforward and less time consuming, it would require an internal IT team in the company to support the system. Furthermore it would need internal support for upgrades and further development, which require a huge investment.

“We do not usually advise companies to develop their own applications unless they have very specific needs and are ready to establish an IT development department, which involves a high investment,” says Dr. Roy Hachache, head of business solution development - Information Systems (IS)

Durability: it is advisable to seek providers that are well established in the country so to ensure continuity of support and upgrades to the system.

Support: after sales support is important as well, since the restaurant industry is always evolving. Steps involved in selecting the most suitable software for your operation:

Conduct an internal analysis of your business processes and flows; through an internal assessment and auditing, covering back and front of house.

Seek out your system provider first; it is always advisable to introduce systems from your software provider whenever possible, so to enhance homogeneity.

Identify the system that mostly matches your operation.

Identify the provider that can fit your after sales support requirements and can meet your expansion goals (locally and abroad).

Discuss customization and modifications needs; should meet 80 to 90 percent of your customization stipulations.