A customer database may not seem like the coolest thing you can be thinking about for your business. However, collecting better information about your customers, and then acting on that info, can really improve your bottom line.
1. Get More Customers Coming Back
Repeat customers are the best kind, right? Your customer database can help you get more of your customers coming back and buying again. How? By telling you important things like what they bought in the past, when they shopped, what color shoes they were wearing (okay, that might be a tad obsessive).
By looking at these details, you can craft personalized marketing campaigns to get your customers repeating. If you know they like dark chocolate, then maybe they will be interested in your newest line of specialty dark chocolate, which also happens to be on sale.
Take the details you know about your customers and use that information to connect with them again.
2. Discover Your Ideal Customer
Ideal customers are the ones you want more of. Your customer database can help you discover the customer profile that is best for your business.
Start by looking for customers who spend the most money with you. What sets them apart from other customers? Don’t forget to look at bottom line profit, and not just invoice amounts.
By keeping track of important details throughout the customer relationship, you should be able to piece together a picture of the perfect customer. Maybe your best customers are people you connect with on Facebook, or perhaps they are rabid sale shoppers. This information can help you tailor your business to better please these ideal customers.
3. Produce Happier Customers
Every business wants happy customers. Which begs the question, why do some businesses produce unhappy customers? The truth is, sometimes a business loses touch with the customer needs. A strong database can help you make sure that you are doing everything in your power to please the customer.
Your customer database shouldn’t just be a limp spreadsheet. You need to be able to use it to keep track of conversations, assign To-Dos, and stay on top of your relationships. By knowing all there is to know about your customers, your whole team can provide better service. And better customer service leads to happier customers!
4. Get the Context You Need
Context is so important. Let’s pretend you have a customer who sends an angry tweet. Before shooting off at the hip, wouldn’t you like to know what led up to this tweet? Your customer database can give you the full picture on that rogue tweeter. Maybe they have a troublesome history. Or perhaps they were once a champion of your business. Either way, you need to see these details before responding.
Good context helps with everything from making the sale to dealing with late payments and getting referrals. If you are not sharing customer context via your database, you are missing out.
5. Pass Your Customers Around
You’ve heard that it takes a village to raise a child? Well, it takes your whole business to please a customer. Your customer database should be all about collaboration. By keeping those customer details in one place (preferably in the cloud) you can hand off customers between sales and service easily. You can also handle the lifetime of the customers, even as employees come and go.
The alternative is to have each sales rep keep their own records, with another set of details in the office and maybe another set in the accounting department. That’s no good. A customer database can bring all that contact data together so that it is actually useful to the whole team. You can also pass along important customer related assignments and rest easy that they are getting accomplished.
A customer database isn’t just a boring thing that only big companies should worry about. Every business should have an active database full of context on their hot leads and customers. It is the hub where everyone goes for important customer details and it will improve your business by helping you provide a better experience for each and every customer.
– Cardboard box image courtesy of BigStock