This Startup Is Spying on You to Help You Get Better Service
SevenRooms, a startup that aims to be the CIA of VIP CRM (customer relationship management).
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Bars, restaurants, and clubs can subscribe for $250 to $1,000 a month per location. Unlike with OpenTable or Resy,
which pass along little beyond basic customer data or number of
previous visits, when a venue employs SevenRooms it uses the e-mail
and/or phone number collected during a booking to compile a
concise profile of would-be guests, with data scraped from Google and
publicly available social media like LinkedIn and Facebook.The
SevenRooms profiles are then linked to a venue’s point-of-sale (POS)
systems, updating details on your food or drink orders in real time.
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SevenRooms is capitalizing on two distinct trends, smartly straddling
them both. There’s a growing niche of restaurant-focused CRM software—PosIQ,
for example, co-founded by a former executive vice president of
Applebee’s—but it’s largely aimed at mass-market venues. SevenRooms
skews premium and adds a qualitative layer, borrowing the idea of
translating online presence into real-world influence from well-known
startups like Klout or Kred.
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