1TouchSoftware Wants To Take Your CRM Order

1TouchSoftware Solutions Inc., which sells Enterprise Restaurant Management Systems (eRMS), has announced the expansion of the 1TouchSoftware eRMS to include enhanced integrated customer relationship management (CRM) capabilities.

The new features "amplify customer loyalty and retention, enhance the customer experience, and increase revenues," according to company officials.

1TouchSoftware has upgraded the 1Touch.pos front-of-the-house module with real-time CRM functions designed to improve the overall in-restaurant customer experience. The integrated features allow wait staff and managers to access and view customer preferences on the POS while those customers are seated and served.

Based on configurable customer attributes, the system displays data such as customer loyalty statistics, birthday and anniversary dates, meal and beverage preferences, preferred seating and server, as well as special needs such as allergies, accessibility and diets. Heck, you almost don't have to open your mouth: "Hi Mr. Schicklegruber, happy birthday today, here's your favorite birthday meal, the Hawaiian Chicken Livers, side of slaw and a nice cold Pete's Wicked…"

The 1TouchSoftware was developed for the multi-unit market, using customer data captured at all restaurants across the franchise or enterprise.

As a former (and hey, maybe future) waiter, this reporter can say such products are best when used sparingly. In other words, they're great for the odd suggestion here and there, but nobody -- repeat: nobody -- likes feeling that their preferences are recorded in a computer somewhere.

Back when this reporter was waiting tables, when we'd knock two rocks together to communicate the order to the caveman preparing the food, regulars would bristle when I'd suggest "the usual Budweiser?" Why no, in fact I'll have the Singapore Sling, son.

It's one thing to know somebody's preferences, it's another thing to assume they're creatures of unvarying habit. Most are not.

David Sims is a contributing editor for TMCnet. For more articles please visit David Sims' columnist page.

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