CUSTOMER INFORMATION DATABASE:
The
true business of the every company is to make and keep customers‖. The single
most important factor for the success of
any business enterprise is the customer. Understanding the customer needs and
wants is the important factor for selling of our product and services.
CUSTOMER INFORMATION.
The
most often used information in a CRM database is the customer information. This
can include personal information, such as contact addresses and phone numbers,
as well as family size, location, and other demographic information. Many
companies also use their CRM database to record purchase information, service
calls, customer support needs, and even warranty information. Anything relative
to customer interaction can be placed in a CRM database.
• Customer
information database includes personal information, such as contact addresses,
phone numbers etc.
• It
also includes family size, location and other demographic information and
geographical location.
• CRM
database to record purchase information, service calls, customer support needs,
and even warranty information.
• Customer
related databases might be maintained in a number functional areas; eg.
sales,marketing,logistics and accounts.
• Customer
Information Database
• Databases
might required quite different operational purposes
• Eg:
Opportunities, campaigns,enquiries,deliveries and billing.
• Customer
related data can have a current, past and future perspectives, focusing upon
current oppurtunities,historic sales or potential opportunities etc.
INFORMATION TO BE INCLUDED IN CUSTOMER
DATABASE
• Contact
names
• Job
title and job definitions
• Demographic
or psychographic information
• Name
of the company
• Address
• Methods
of contact
• Buying
history
• Sources
of lead
• Sources
of sale
• Special
needs of customers
BENEFITS OF A
CUSTOMER DATABASE
By using a customer database to keep in touch with,
and market to, your customers, you can:
·
Increase awareness of your brand
·
Enhance marketing opportunities
·
Build and strengthen relationships
between you and your customers
·
Build trust in your products and
services
·
Increase your profits
DEVELOPING A CUSTOMER INFORMATION
DATABASE
1. Define the database functions
• Strategic
CRM: Data about markets, market offering, customers, channels, competitors,
performance and potential.
• Operational
CRM: Customer related data to help in
the everyday running of the business.
• Analytical
CRM: Data to support the marketing, sales and services decisions that aim to
enhance the value created for and from the customers.
• Collaborative
CRM: It includes two subsets of operational and analytical
purpose.(OLTP,OLAP)onlineT-transaction, A-analytical processing.
2.
Define the information requirements
• Customer
information fields
• Contact
data
• Contact
history
• Transactional
history
• Current
pipeline
• Opportunities:
It looks forward after sales.
• Products
• Communication
preferences
3.
Identify the information sources
• Internal
data: market size ,market segmentation, customer profile, customer acquisition
channel, competitor product and pricing, customer requirement
• External
data:
a) Compiled
list data:
b) Census
data: obtained from govt records.
c) Modeled
data generated by third parties includes variety of sources.
• Secondary
and primary data:
a) Competition
entries
b) Subscriptions:
customer Subscribe of newsletter or magazine
c) Registrations:
customers are invite to register their purchase
d)Loyalty
programs
4. Select
the database technology and hardware platform
• Hierarchical
• Network
• Relational:
assign unique number in rows and columns and assign other data's of marketing,
service, payments and so on.
5. Hardware Platform
5
Size of the databases :using of PC and
server
6
Existing technology : using software
7
Number and location of users
8
Relational Database Management
System(RDBMS)
5. Populate the database
Sourcing:
obtain information from customers
Verification
Validation
1. Range
validation: Does an entry lie outside the possible range for a field.
2. Missing
values: Check for values that are missing in column.
3. Check
against the external values: check the details with mail authority.
• De-duplication
:
1. Remove
the record that should be retained
2. Retain
the record that should be removed
• Merge
and purge &
6.
Maintain the Database
• All
new transactions, campaigns and communications are inserted immediately.
• Regularly
re duplicates the database.
• Get
customers to update their own records.(online purchase)
• Audit
the subset of files every year.
• Drip-feed
PROCESS
OF ANALYSING CUSTOMER INFORMATION DATABASE
• Extract(information)
• Clean
• Merge
&
• Analyze
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