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Overview

Hiro CRM’s Customer Management system provides hospitality businesses with a comprehensive 360° view of every customer. Built specifically for restaurants and hotels in Spain, it combines traditional CRM capabilities with hospitality-specific features like loyalty tiers, VIP management, and advanced behavioral segmentation.
Perfect for: Multi-location restaurant groups, hotel chains, and hospitality businesses that need to track customer behavior across multiple properties.

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Key Features

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Unified Customer Database

All customer information is centralized in a single, searchable database that syncs across all your locations:
  • Complete Profiles: Names, contact information, preferences, dietary restrictions
  • Visit History: Full timeline of reservations across all properties
  • Spending Analytics: Total spend, average ticket, lifetime value
  • Feedback Tracking: NPS scores, reviews, satisfaction levels
  • Integration Data: CoverManager IDs, external system references

Search & Filter

Find customers instantly with semantic AI search, advanced filters, and saved segments

Import/Export

Bulk import from Excel/CSV, export filtered lists for campaigns

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RFM Segmentation

Hiro automatically segments customers using Recency, Frequency, and Monetary (RFM) analysis: Customer Segments:
  • Champions: High frequency, high spend, recent visits
  • Loyal Customers: Regular visitors with consistent spend
  • At Risk: Previously valuable customers who haven’t visited recently
  • Lost: Haven’t visited in 3+ months
  • New Customers: First-time or recent sign-ups
Hiro scores customers on three dimensions:
  1. Recency: Days since last visit (weighted 35%)
  2. Frequency: Total visits in calculation period (weighted 30%)
  3. Monetary: Total lifetime spend (weighted 35%)
Scores are automatically recalculated daily and customers are moved between segments automatically.

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Loyalty Program Integration

The system includes a configurable loyalty program with multiple tiers: Default Tiers:
  • Founders: Exclusive VIP tier with custom benefits
  • VIP: High-value repeat customers
  • Oro (Gold): Frequent visitors
  • Plata (Silver): Regular customers
  • Bronce (Bronze): Occasional visitors
  • Nuevo: First-time customers
Customers are displayed with color-coded badges:
  • Founders: Gold gradient with crown icon
  • VIP: Gold with star icon
  • Oro: Gold tone
  • Plata: Silver tone
  • Bronce: Bronze tone

Smart Filters

  • Status (active, inactive, at-risk)
  • Tier level (VIP, Oro, etc.)
  • Spending ranges
  • Visit frequency
  • Last visit date
  • Source location
  • Tags and labels

AI Semantic Search

Use natural language to find customers:
  • “VIP customers who haven’t visited in 3 months”
  • “High spenders with low NPS scores”
  • “Founders tier from Barcelona location”

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Alert System

Hiro automatically flags customers requiring attention:
  • Churn Risk: VIPs who haven’t visited recently
  • No-Show History: Customers with multiple no-shows
  • Negative Feedback: Low NPS scores or bad reviews
  • Recovery Needed: Detractors who need re-engagement
Customers with active alerts display a red warning badge on their profile and in lists.

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User Workflows

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Daily Operations

  1. Morning Review
    • Check “Today’s VIPs” widget on dashboard
    • Review customers with active alerts
    • Prepare for high-value reservations
  2. Customer Lookup
    • Search by name, phone, or email
    • View complete history before seating
    • Check preferences and dietary restrictions
  3. Post-Service Follow-up
    • Tag customers for follow-up
    • Log notes from conversation
    • Update preferences if mentioned

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Marketing Campaigns

  1. Segment Selection
    • Use pre-built segments (At Risk, Champions, etc.)
    • Or build custom segments with Advanced Filter Builder
    • Save segments for reuse
  2. Export & Campaign
    • Export segment to CSV
    • Use with email marketing tools
    • Track campaign attribution
Example: Re-engagement Campaign
  1. Open Advanced Filter Builder
  2. Add conditions:
    • Last visit > 60 days ago
    • Total spend > €500
    • Loyalty tier = “Oro” or “VIP”
  3. Apply filters and review customer list
  4. Export for email campaign
  5. Save segment as “High-Value Inactive”

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VIP Management

Identifying VIPs:
  • Automatic tier assignment based on spend/visits
  • Manual VIP flag for special cases
  • Visual indicators throughout the system
VIP Benefits Tracking:
  • Custom notes for preferences
  • Preferred table assignments
  • Special requests history
  • Birthday tracking with reminders

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Customer Profile View

Click any customer to see their complete profile:
  • Contact information
  • Loyalty tier badge
  • Quick stats (visits, spend, NPS)
  • Alert indicators
  • Tags and labels

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Mobile Experience

The customer list is optimized for mobile devices:
  • Swipe Actions:
    • Swipe right to call customer
    • Swipe left to send email
  • Touch-friendly: Larger tap targets for filters
  • Quick Actions: Call/email buttons on cards
  • Fast Search: Type-ahead search with instant results

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Data Management

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Import Customers

1

Prepare File

Use the provided Excel/CSV template with columns:
  • First Name, Last Name
  • Email, Phone
  • Source (optional)
  • Tags (optional)
2

Upload

Navigate to Customers → Import Upload your file
3

Map Fields

Match your columns to Hiro fields Preview data before import
4

Import

Click “Import All” Duplicate detection runs automatically

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Merge Duplicates

Hiro automatically detects potential duplicate customers:
  • Based on email, phone, or name similarity
  • Review suggested merges
  • Merge profiles with one click
  • History is preserved from both profiles

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Export Data

Export Options:
  • Standard CSV: All visible fields
  • Advanced CSV: Custom field selection
  • Semantic Export: Include AI similarity scores

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Analytics & Insights

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Customer Stats Widget (Dashboard)

  • Total active customers
  • New customers this month
  • VIP count and growth
  • Average customer lifetime value
  • Top spending customers

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Segment Analytics

For each saved segment, view:
  • Customer count
  • Average spend
  • Average visits
  • Engagement rate
  • Potential revenue
Pro Tip: Set up automated campaigns for specific segments. For example, send a “We miss you” email automatically to customers in the “At Risk” segment after 45 days of inactivity.

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Best Practices

Keep Profiles Updated

Train staff to update preferences and dietary restrictions after each visit. This personalization drives loyalty.

Monitor At-Risk VIPs

Check the “At Risk” segment weekly and reach out personally to high-value customers who haven’t visited recently.

Use Tags Consistently

Create a standard set of tags (Wine Lover, Vegetarian, Birthday Club) and use them consistently across all locations.

Review Detractors Daily

Customers with NPS ≤ 6 need immediate attention. Assign recovery tasks and follow up within 24 hours.

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Integration Features

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CoverManager Sync

Customers created in CoverManager automatically sync to Hiro:
  • Preserves CoverManager ID for cross-reference
  • Syncs contact information
  • Links reservations automatically
  • Updates on schedule (configurable interval)

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Duplicate Prevention

When importing or syncing:
  • Email is primary match key
  • Phone number is secondary match
  • Name similarity detection
  • Manual review before auto-merge

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Technical Details

Data Storage:
  • All customer data encrypted at rest
  • GDPR-compliant retention policies
  • Automatic backups every 6 hours
Performance:
  • Customer list loads 1000+ records instantly
  • Search results in <100ms
  • Export handles 50,000+ customers
Customization:
  • Custom fields (contact admin)
  • Custom tier names and criteria
  • Custom segment definitions
  • Configurable alert thresholds

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