The Green Sheet Online Edition
September 28, 2015 • Issue 15:09:02
Real-time, mobile CRM for restaurants
Wisely Inc., established in 2012 and headquartered in Ann Arbor, Mich., is a hospitality technology company focused on using intelligent technology to help restaurateurs and patrons achieve an extraordinary guest experience. The company's two-sided app, also named Wisely, is designed to test, measure and improve the guest experience at participating restaurants, and the Wisely consumer and merchant interface can be used to build and reward customer longevity, Wisely noted.
Visa Inc.- and American Express Co.-branded cards can be linked to the loyalty program. MasterCard Worldwide- and Discover Financial Services-branded payment card products will be added in the near future, the company stated.
Wisely for merchants
The customizable, brandable merchant application is designed to help restaurants increase visit frequency and per-visit-spend by enhancing the guest experience, according to Wisely. Merchants who use the Wisely app become aware when repeat customers enter their establishments and have immediate access to the guest profiles, which include details such as previous visits and individual preferences. Merchants can also analyze customers' sending patterns.
Wisely reported that restaurant managers and staff can also create novel ways to reward V.I.P. guests while helping the guests advance to higher levels of loyalty. The app can help ensure that returning guests will never be overlooked. An in-app comment card provides both good and bad feedback that can help a restaurant improve performance and retain valued customers. Direct push notifications enable restaurants to reach customers who have opted in to receive real-time text messages.
Wisely for consumers
The Wisely consumer app, available in the Apple App Store and Google Play, is designed to create a rewarding dining experience in which consumers can earn benefits as they spend in the same way that they earn points and miles with hotels, airlines and retailers. Guests' progress from entry level to Silver, Gold and Platinum status is tracked automatically. Additionally, if patrons don't spend enough within a given month to achieve a certain threshold, excess spending will roll over to the next reward period. A private feedback option provides a platform for guests to voice concerns, observations and preferences.
Consumers who use the Wisely app can track their spending, set personal budget guidelines and find nearby participating merchants. They can also get recommendations on where to shop and eat based on real-time consumer data. Most consumers would prefer to be welcomed back to a restaurant rather than to be asked if they have ever dined there before, the company stated.
Wisely co-founders Mike Vichich and Tyler Felous met while working for Accenture, a global consulting firm. They quickly built a team to realize their vision to improve loyalty in the hospitality industry and soon launched Wisely in major markets across the United States, including Ann Arbor, Mich.; Chicago; Detroit; Grand Rapids, Mich.; New York City; Orlando, Fla.; and Philadelphia, they noted.
Consistent, scalable experience
The hospitality industry has a high rate of employee turnover, and relationships formed between servers and guests can end when valued employees leave the company. The Wisely app can mitigate this by strengthening valued relationships between restaurants and guests.
"It's challenging for a large restaurant group to maintain a consistent experience across all of their locations," Vichich said. "We help humans do their jobs more effectively, while ensuring that the brand will deliver a consistent experience every time."
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