Business Activation Series – Part Two: Closing the Gap
Ian Robinson

Business Activation Series – Part Two: Closing the Gap

Today’s blog is part two in a series of four we’re calling the “Business Activation Series”. The goal of these blogs is to begin a discussion regarding BUSINESS ACTIVATION - leveraging business intelligence (your data) to help improve performance. In case you missed part one, please click here to check out it out. In part one we discussed analyzing the current state of your data using tools already available within Total e Integrated. In today’s blog (part two) we will discuss some key data points you could be collecting along with some strategies and tools that can help.


Once you’ve reviewed your reports and cubes, you should know the type and quality of your data. If you’re a Total e Integrated customer, you likely have data from your tee sheet, retail pos, and food and beverage systems already organized into the cubes feature. In addition to having sales data from each of those modules, you should also be able to pull reports on a variety of customer specific data as well. For example, you should be able to review your sales data by age group, gender, customer type, and more. Once you upgrade to the latest version (10), you will be able to take an even deeper look at your numbers through cubes, including: events, membership, lodging, labor, round statistics, accounts, meal periods, membership type, budgets, targets and more.


After reviewing your reports, you might find is that your organization is rarely attaching contact records to transactions – how do you fix that? Without assigning contacts to transactions, you are missing marketing opportunities associated with knowing your customer’s purchasing habits. How do you fix the issue of anonymous transactions? You need a strategy to close the gap between contact records and transactions. A great example of this comes from one of our clients - they had struggled to convince staff of the importance of data capture. Our client hired a firm to research the value of data capture – or more specifically, the value of a customer’s e-mail address. After weeks of research the firm attached a value of $44 per e-mail address – this research became a huge motivating factor for the entire team.


Now that you’ve analyzed your data you should have a strong understanding of what you’re good at and (to put it bluntly) what you suck at. No matter how strong your data is, there’s always room for improvement. It’s time to put a plan into action to activate your business and close the data gap. First, you need to make a commitment that is driven by the leadership at the top and is set as a priority throughout the entire organization. Second, you need to set your organization’s goals. Set base-line numbers for evaluation and monitoring purposes on each data point you would like to track. Finally, once you’ve made a commitment and set your goals, it’s time to define a strategy for making it happen. For more information on improving your data capture and “closing the gap” please download our “Getting to 95% Data Capture” paper. In addition to the tips outlined within the “Getting to 95% Data Capture” paper, Total e Integrated has recently released a new tool that can help – Notifications.


Notifications is a feature that was recently released in our Version 10 product. Notifications helps organizations improve their data capture rates by managing which fields on a contact record must have data entered, and setting up prompts to staff communicating that a field is required, in the event that the data is not captured. It’s fast, easy to setup, and triggers only when you want it to. A warning field will simply notify the staff member that the field is empty, while required means that your staff member must enter the information before continuing. Some common data elements that often are missed are easy to capture with notifications, they include but are not limited to: postal/zip codes, age range, gender, handicap, frequency of participation, and profession.


Making use of the information within the “Getting to 95% Data Capture” paper along with the notifications feature will help you to fill in any holes you may have found in the initial analysis of your data. But what can you do once you have closed the gap? Well, say for example your restaurant is bleeding money during breakfast, your lunch period breaks even and dinner is highly profitable? With information on your meal periods from cubes you might close down during breakfast, open during lunch on the weekend only, and remain open during dinner seven days a week. The information required to make these types of top-level decisions is readily available through the use of cubes in V10. With the latest version of Total e Integrated, you can ACTIVATE YOUR BUSINESS intelligently. Check back next week for Part Three of the Business Activation series, where we’ll discuss a new data visualization tool known as dashboards that you can use to encourage greater results throughout your entire organization.


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