Square Solutions

Intro to growing your business through personalized customer engagement

Your guide to managing customer relationships and growing loyalty

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Square Solutions

Building customer relationships is a crucial part of running a successful business. Over time, strong customer
engagement will lead to repeat sales and turn customers into spokespeople for your business. A customer relationship management, or CRM, strategy will help you collect information to personalize your approach and help you reach customers with the right information at the right time.

Businesses of all types and sizes can get started with Square Point of Sale to keep track of sales, customer data, and performance metrics. From loyalty programs to marketing automation, you can choose the right add-ons for your business now and add more in the future. In this guide, we’ll cover how you can grow your business by managing customer relationships with a tailored communication strategy.

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01. Set up Customer Directory

Set up your business and deliver better customer experiences.

The first step to personalize your customer communications is to organize your goods, services and customer profiles. This will streamline your checkout flow and help you learn more about your customers with every sale. Start by setting up your items, inventory and customer profiles in the Square Point of Sale app. Square solutions sync your customer information with sales data, so it’s easier to personalize your customer relationship strategies.

Create your Item Library and manage inventory.

Let’s start with the basics. In the Square Point of Sale app you can add all your items, create different variations of each item and assign every item to a specific category.

Organizing all of your items, services and discounts will help you make checkout faster, minimize errors and deliver better customer service. This will also come in handy for automatic inventory management and sales reporting down the road.

Start to build your Customer Directory.

Customer Directory is where you can view and manage the information that your customers provide to your business. Customer Profiles include standard fields such as name, email address and phone number. You can personalize the customer experience by adding birthdays, social media handles, allergies and other preferences to your Customer Profiles. You can also import an existing customer list from another program or app directly to Customer Directory to make the transition smooth.

These profiles will help you keep track of purchase histories, locations visited and employees with whom your customers have interacted over time. This will help you develop more personalized engagement and marketing strategies. (More on that later.)

02. Collect customer information

Get to know your customers.

Customer information will help you understand your customers and stay in touch, which leads to better overall customer service. Every touchpoint is an opportunity to learn more about your customers, which is why it’s important to gather information throughout the customer journey and sales process. Square CRM solutions have built-in features that let you collect information and personalize the experience at checkout, online and beyond.

Save customer data with in-person sales.

As you ring up a sale, it helps to know who you’re talking to. Turn on Add customer to sale before checkout so you can identify new or repeat customers right away to personalize the checkout experience.

Add a loyalty program at checkout.

Let’s face it: everyone loves rewards. And with Square Loyalty you can incentivize customers to share contact information by offering a digital rewards program right from your POS. Once you set up and customize your program, customers will have a chance to enroll during checkout.

Capture customer information with online forms.

Your website is a great place to gather customer data from web visitors. With Square Online you can collect the data you need with customizable forms. From simple email subscription forms to complex lead capture forms, it’s easy to collect the information you need.

The emails your customers provide in email subscribe forms are all stored in Customer Directory so you have easy access to all of the store information about your customers.

Add a link to sign up on your website and social channels.

You can easily request customer contact information by adding a link to your unique sign-up form anywhere on your website. Once your customer contacts are saved, you’ll be able to sync their profile with their sales data.

If you don’t have a website, you can add this link to your social profiles or promote it through posts to request email addresses from everyone who follows you.

Build your email list in-store.

Customers can sign up to receive emails from you when they visit your business. Square makes it easy to download and print a customizable QR code poster you can place anywhere in your store.
Offering customers a special coupon is a great way to incentivize them to sign up using the QR code.

Need help getting started?

Connect with our sales team for one-on-one assistance getting started.

03. Personalize communications

Personalize your customer communications.

Now that you’ve decided how you’ll reach customers and collect information, you can start to build a communications strategy. The key to effective communication is to send relevant information at the right time. Customer segmentation may seem like a complicated topic for large businesses, but our tools and strategies make it easy for businesses of all sizes to engage their customers more effectively.

Create groups and segments.

Customer Directory automatically creates smart groups based on common themes, including regular customers, lapsed customers or customers who visited your business in the last three months.

For more advanced customer segmentation and targeting, you can create and save custom filters based on customers’ activities and purchases. For example, you could create a segment of customers who purchased an item at your downtown location in the last three months and send an email marketing campaign about your latest store opening nearby.

Send campaigns based on your business goal.

Whether you want to target your highest spenders or reward your most loyal customers, it’s easy to build campaigns centered around a specific business goal. Each Square Marketing campaign has a preset audience using smart groups, so it takes less effort to target the right group. You can always modify the audience to send your campaign exactly where you want.

Automate email campaigns.

With Square Marketing you can use all the information that’s stored in your Customer Directory to create automated email campaigns. These campaigns are easy to set up and highly effective at targeting the right customer with the right message. For example, you can send welcome emails to new subscribers, offer surprise discounts on birthdays and re-engage customers who haven’t shopped with you after a set period of time. And with automated campaigns you don’t have to remember to hit send.

04. Re-engage customers

Keep customers coming back.

Once you’ve built up your customer base, engagement and loyalty will be an important part of growth for your business. Re-engaging customers who’ve already made a purchase is a cost-effective way to increase sales. Here are some ways you can engage with your customers to grow brand loyalty and improve the customer experience.

Build a loyalty program that’s rewarding for you and your customers.

Loyalty programs are a great way to incentivize customers to come back. Customers can earn points every time they shop with you, and you can customize your loyalty program to let them redeem points for free items, discounts on specific categories or a percentage off their entire purchase. Square Loyalty keeps track of everything right in your Dashboard.

There are many ways to tailor your loyalty program to fit your business and your customers, such as the size of the reward and visit-based or purchase-based rewards. Here are some things to consider as you build your loyalty program.

Get valuable feedback from customers.

Customer feedback can help you understand what’s driving both positive and negative experiences. Enable feedback on receipts so customers will have a chance to leave private feedback you can use to improve the customer experience for the future.

Drive loyalty with Square eGift Card promotions.

Gift cards make great gifts, but they can also be used as a tool to increase customer loyalty. Customers can store a balance for themselves on physical or digital gift cards that they can access right from their phones.

To encourage customers to store a balance on their gift cards, you could offer a discount when they load a certain amount and save their gift card to their customer profile for easy in-person checkouts.

Learn more about Square eGift Cards >

05. Optimize with analytics

Improve customer relationships with insights and analytics.

Marketing analytics and sales reports can reveal strengths in your customer communications strategies, as well as areas for growth. Square solutions have built-in analytics and reporting tools you can view anytime to keep your finger on the pulse.

Track email campaign performance.

The benefit of managing your customers, sales and email campaigns within one system is that you can quickly see which email campaigns drive the most sales and then optimize your email marketing strategy.

Get Customer Directory insights.

Understand your customer loyalty and retention data by viewing new versus returning customers and visit frequency reports, right in your Square Dashboard.

View your loyalty program activity report.

See how many loyalty visits you get each month and compare sales between loyalty and non-loyalty customers to measure the impact.

Additional resources

Optimize with powerful analytics: Make more informed business decisions based on real-time data and customer insights with Square Analytics.

Read more >

Need help building your customer communications strategy?

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