At the start of a new year, it’s good to think about things that you want to accomplish for the coming year. A worthwhile task before the busy sales season is to ensure that your customer records are accurate and up to date.
In addition to the basics the name of the customer and their contact history (including address, email address and phone numbers (business and mobile) make sure that the customer’s transaction history is accurate and up to date. It’s important that you know what, when, why and in what quantities your customers purchase your products. Whether they buy for others as well as themselves. Having this kind of information will allow you to segment your audiences and structure your advertising and offers in more individual ways. Knowing how much customers have purchased gives you an easy way to assess their value to your business.
Also important is to create a personal profile for each of your regular customers, this information could include age, gender, profession, spouse’s name, income, hobbies, children’s names and even the charities they support. Don’t forget to ask if they have pets and the names of those pets. People are very attached to their animals.
Keep track of any individual correspondence you have with your customers as this can give you insight regarding their views and opinions.
Customer information is built up over time as you informally learn about your customers.
When customers are in your place of business, casually ask them questions about themselves (most Americans quite like that) and offer a little information about yourself to balance the conversation. If you are asking for information via email or a questionnaire couch the request in a way that will appeal to the customer. For example “In order to provide you with service and offers more suited to your personal needs, please complete this short questionnaire.” And please, if you do use questionnaire, do keep them short.
Most businesses these days use CRM systems. The most important word of the three in Customer Relationship Marketing is Relationship. Establishing real relationships with your customers will create strong and long-lasting relationships with your customers.
A tip of the glass from me to you