From the perspective of small and medium-sized retail businesses, it is rare to find businesses that do not capture customer data. More rarely, and SMEs, do not want to capture customer data. Of course, the idea is to leverage customer data to understand customer behavior, needs, and needs, and use this understanding to drive smarter conversations and interactions with customers. These interactions can be done through appropriate sales methods, targeted and timely marketing or superior customer service. Even indirectly, by using customer intelligence to design related products and services. The intention is noble. No doubt.
Sadly, reality is far from its rightful place. Most small to medium retailers have data-poor and incomplete databases. Or an escape attempt in the past to run several mail campaigns, cost a lot of money but rarely returns. Almost all customers have tried to some extent to email campaigns, referrals, or loyalty programs. But the results are usually poor in response, sales and most importantly, to drive a sustained loyal customer base.
The exciting is that the fire has not gone away. Most retailers, of course from our customer base, readily admit that they have been blind and tactics have been misled. They continue to be a strong supporter of the database digging power, convinced that the driver does not have enough training, no wrong car. Thankfully.
In fact, most people today view their client databases as a source of competitive advantage, with the aim of providing some benefits, including:
1. Get more customers (acquisition)
2. Retain these clients (keep)
3. Let them spend more money
4. By oral recommendation
5. Recruiting other customers to make advertising and mailing more effective and cost-effective over time.
A good starting point is to baseline your efforts at the start of your journey, i.e. write down what you think you need to do to get a good customer database marketing plan to go. Your list should look something like this:
1. For my mailing
2. Determine the right customer, make the quotation attractive and eye-catching
3. To make the message pass attractive
4. Make time perfect, ideally in line with customer's needs.
You may further break it say that these will in turn require me:
5. Clean up existing database name, address, email, mobile phone, etc.
6. Ensure that from now on we are capturing clean data (Rubbish).
7. Send reminders to customers in time.
There are 2 parallel trajectories that are being carried out by nature. Back-end tracking focuses on maintaining quality customer data-name integrity, contact details accuracy, and more. And a front-end track-this is focused on the right customers, at the right time, with the right products and services in an efficient and cost-effective manner.
Although the customer database is your only largest asset at the back end, the customer processing plan becomes the largest asset on the front end. The treatment plan is just a plan that shows the different parts of the customer and how and when they should be targeted.
By following best practices in identifying customer segmentation and creating customer-processing plans, companies gain a fast competitive advantage in the competition. Consider a neighboring customer selling the same products as two retail businesses. An enterprise strives to send targets and related communications to identify customers when he visits, set appropriate reminders and reminders for the customer, and reward him with the appropriate business. The other is doing nothing. Who do you think will take the lead in the customer's mind?
With the commodities of enterprise and the degree of differentiation, people with superior customer relationship win. The days when customer satisfaction is the ultimate goal are gone. Today is the price of admission. The real challenge is how to get from simple customer satisfaction to drive ongoing customer loyalty. Provides a variety of revenue streams, reducing service costs.
