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The Business Magazine July 2024
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Adactus develops new suite of customer service solutions for hospitality industry

The Business Magazine article image for: Adactus develops new suite of customer service solutions for hospitality industry

Thame-based software company Adactus, which has 20 years transforming some of the biggest names in hospitality from TGI Fridays, Pizza Hut Restaurants to the Pride of Britain Hotels, has developed a new suite of customer service software solutions for local hospitality, leisure and small business owners to build personalised, connected customer experiences.

Recent reports show that over 80 per cent of today’s customers will leave a company after just two or three bad experiences, with around the same number saying that the experience of a company is as important as the products and services they buy. Today’s customers are ever less tolerant of bad service and, if treated like a number, will have no hesitation than to take their business elsewhere.

“Whether you’re a restaurant, hotel, hairdressers or vets, the challenge for smaller or independent businesses is competing against the larger chains when it comes to delivering a customised service that today’s customers expect”, said Scott Muncaster, Managing Director of Adactus.

“From the point of booking to the after-sales service, customers want brands to interact, expecting a tailored experience that they’re in control of however, this often means significant IT investment and a variable monthly cost which can be out of reach for some.”

Now the technology specialist on Church Road has adapted and developed its tried and tested software for smaller businesses, launching a range of configured, easy-to-use and implement products available on a fixed monthly fee – Adactus Orders, Adactus Reservations, and Adactus Intelligence.

Users can get a single view of their customer with Adactus Intelligence. A stand-alone product or used in conjunction with Adactus Reservations and Adactus Orders for a more powerful combination, it tracks how customers are using brands through integration with all touchpoints, from website, social media, instore WiFi, to ordering and reservation systems. Intelligence flags an individual’s preferences and gives businesses the permission and insight to continue personalised and relevant customer conversations.

“We live in a customer-driven world”, continued Scott. “Our technology has and still supports the enterprise sector however our vision has always been to offer our products to smaller businesses to compete and grow. We offer an affordable and consistent monthly rate so users know where they are on costs, with no surprises while the software adds value to your service.

“Our reservation systems mean businesses can capture sales that might of otherwise been lost, whether that’s a customer that wants the certainty of pre-booking or to enable staff to add a customer to a waitlist. While our ordering system from order-at-table, delivery, collection or kiosk, means customers can manage the pace of their visit.

“Through every order or reservation businesses capture valuable customer intelligence, informing where, when, and how individuals like to interact with your business, their likes and dislikes, dietary requirements to their birthday, so you can keep tailoring your communications and add value to their experience. For example, a vegan customer wants to know when it's a vegan day or, if you know your customer enjoys that glass of champagne on arrival you can be ready, leaving a positive, long-lasting impression. Now businesses, no matter how large or small, have reliable and accurate technology to do this.”


Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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