Winning a new customer can cost five times more than it costs to retain an existing one. What’s more, even a small increase in customer retention – say 5 percent – can boost profits anywhere from 25-95 percent. Taking the best benefits of your technology and reinforcing them with strong interpersonal customer service skills can help you cement the loyalty of the guests who are already coming to you. Your guest data is your best asset, so analyze it and create opportunities to collect more of it – through your loyalty program, as well as through tech-based ordering and payment. When your Customer Relationship Management system is integrated with your POS, you’re better able to address repeat customers by name, pull up their preferred dishes and table location, and elicit regular survey responses from them to identify their likes and dislikes, as well as your own opportunities for improvement. But this information is even more powerful when it is blended with more anecdotal input from staff who interact with your guests. Your team can tag a guest as a VIP, a wine connoisseur or as someone who enjoys the best of what you offer, giving you extra intelligence to make the person’s visit special. Taking better care of your best customers is also likely to result in their sending their friends and family your way – so you may end up winning new customers anyway.