CRM & Mystery Guest in Malacca 060404

Note: Only a portion of the report is presented here.

Background

A particular pub situated in the Makota area with high concentration of entertainment & restaurants.  In order to fill the space, they ran a promotion of “1+1 bucket of Tiger Beer at RM55”.  1 bucket contains 5 bottles, in the nearby Giant supermarket, it cost about RM5.49 per bottle.

The owner informed that the objective of this promo is to attract groups of customers as it is “better than empty”.  He also mentioned that his daily sales come from regular customers.

Mystery Guest

I visited the pub alone and asked if there are any other promo besides the “1+1”.  Answer “only 1+1” from the waitress.   Sat at the bar and ordered draft beer at RM8.20.  Nobody “entertained” me.  The bar tender was playing with the phone (sms), another bar tender later join and started to prepare for the “buckets of beer”.  He too sat down and waited for orders. (not all observation is presented)

CRM

Training can be conducted to assist the trio to be more productive both in serving and retaining new customers.  The bartenders that are free should be working at the “new customers” like me.  He can be trained in techniques or develop a process in getting the new customers to come back the next day or to buy a more expensive or profitable drink.  For example, he can ask if there is another other kind of drink I like, why not ask my friends to join, come back with other friends tomorrow etc

Integrated Marketing

Most companies usually engaged in one of the services like mystery guest and thereafter develop a strategy from the results.  Integrated marketing starts even from analyzing the location, competitors, training and up to re-viewing of strategies. 

A simple Mystery Guest Program cost about RM500 (in Malaysia) or S$500 (in Singapore) but 1 that includes training will cost about RM1,000, whilst the integrated marketing will cost between RM5k to 50k depending on the need and the expected revenue/profit.