Customers are the bread and butter of business for they are what make a company fruitful and it is therefore important to know who your customers are, as well as their needs.
The best way to have this information to hand is to set up a customer database from the moment you start out. If you have this, you have the power to successfully promote yourself to potential clients and also to past ones who need a gentle reminder of what a great job you can do!
There are various types of data you may want to capture on a database depending on what field of work you are in. You will always want to have customer contact details: name, address, phone, email etc, but you may also want to record the products they buy, the services they use or whether they are simply a ‘potential’ customer. This kind of information will allow you to tailor promotions to specific groups of customers, which is a much more personalised way of promoting yourself and is also far more cost-effective.
So what are the best ways to gather this information? Waste no time and start immediately with the people you initially target your services to. If you have a website, place a ‘click for details’ button onto it. If you offer potential customers something like a brochure it will encourage them to input their details and bang, you have a future contact. Sending out postcard promotions offering discounted product or special price services could entice potential clients into giving you their details freely – basically anything you send out that could be returned to you has the power to provide you with more names for your database.
When you decide to set up your database it is important to remember that you must comply with any regulations, particularly those outlined in the Data Protection Act 1998. Data must be stored securely and in some cases you may be legally required to notify the Information Commissioner of your intentions.
Deciding how to store your data deserves some thought because the sooner you do this the sooner you can get everything moving. It is possible to have bespoke database systems designed specifically for your company that will integrate with your website and other systems but this is really only necessary for larger, more complex businesses. The easiest and cheapest way to set up a customer database is to do-it-yourself using software such as Microsoft Access or Excel. These are manageable user-friendly systems and even if you haven’t the time to enrol on a short introductory course, take the initiative to pick up a book and you will be able to learn the basics in a relatively short space of time.
Using a system like this will enable you to merge addresses to customer letters in bulk or print labels for special promotions and if you have your data split into various customer groups then you can target specific areas.
Remember that it is always a good idea to clean your database on a regular basis. You are going to waste money and resources if you send information out to duplicate or old addresses. The best way to keep your information up-to-date is by talking to your customers. You might call them to check their details but be aware that a receptionist may fob you off. Regular customers are usually happy to fill in a feedback form but many people haven’t the time or inclination to do so. Ensure that any customer change of address details you receive are not just filed away but also amended on your database. It is fairly easy to keep on top of it with minimal work on a regular basis.
A company database may be the single most important piece of information you hold. It opens the door to more business as well as building on to the relationships you already have, therefore although it may be daunting, it is of critical importance to set up a database from the word go.
