We get it. Resevations and bookings are the backbone to your business. Increasing them can do wonders to your revenue. Find out exactly how some businesses are crushing it, and how you can do the same.
Part of the balance between running a successful bar, nightclub or pub is dealing with incoming online and telephone reservations, whilst getting those all important venue tasks done. With late nights and early starts getting back to reservation enquiries can seem like a chore, and is often scheduled whenever we have time to get them done. Is this the best way to deal with reservation enquiries? Probably not. But how are you meant to know when and how to deal with these enquiries? Luckily we have looked across 100’s Cluboid powered venues and 1000’s of their enquiries to give you the answers on exactly what works when dealing with your reservations.
With 93% of all enquiries originating from a venue's website a staggering 67% of nightclubs, bars, and pubs lose out on business to competitors through a lack of investing in a website. No online presence equals a serious loss of revenue. Across the board investing in a high quality website can result in a 10x return on investment.
For those that pass the obstacle of getting a great website built the next hurdle is the enquiries themselves. 72% of venues are still operating by email only rather than reaching out to customers over the phone to deal with the reservation in a polite and friendly way. With email open rates now trailing at an all time low of 19%,less than 2/10 customers who want to visit your venue are reading your emails.
Venues who get back to online customer enquiries via the phone see reservation and covers jump on average by over 400%. It’s certainly worth the effort.
So it’s clear than calling customers when they enquire for a reservation is a must, but when exactly do you call them? Tomorrow, the next day, the day of the booking, or straight away?
Let’s get two things clear.
The odds of calling to contact an enquiry decrease by over 10 times after just ONE hour.
After 24 hours every additional call your team makes to an enquiry actually HURTS your ability to make contact to book a reservation.
So it’s clear that calling a customer reservation enquiry within the first hour is best practice. But can this be improved? We bet would bet our software on it!
The odds of contacting an enquiry in 5 minutes versus 30 minutes drops 21 times. And after 5 minutes the chance of customer contact decreases 4 times.
The chance of contacting a reservation enquiry within the first 5 minutes compared to just 1 hour later is 100x.
So now that we are clear on how quick we need to be off the mark when calling our reservation enquiries the question is when do we ready ourselves for the all important in-flux of these customers?
Which days will the most reservation enquiries appear?
Having reservations staff in the office at key times will allow the sharp increase in reservations you are looking for, but it’s all about working out when those times are. So we measured the results.
Suprisingly Sunday produces more enquiries than a Tuesday.
How about drilling this down per hour?
As we can see from the data, staff need to be manning the incoming reservations during the peak times of 4pm to 9pm in order to maximise reservations and bookings for the venue. Staffing the reservations team from 9am-5pm as a standard work day is obviously not taking into account the shift in peak times for reservations in nightlife.
From this blog post we have learned that;
Investing in a high quality website will increase reservation returns 10x
The chance of converting an enquiry into a reservation decreases 10x after the first hour
After just 5 minutes the chance of reaching a customer in regards to their enquiry drops by 4x
Tuesday is the quietest time for enquiries whilst Saturday brings in the most
Between 4pm - 9pm is the peak of enquiries rolling into a venue
By instructing your staff to be pro-active on the response time to enquires, and the alignment of their hours mean s you can get the most out of your reservations and see revenue climb.