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Chapter: Business Science : Customer Relationship Management : Understanding Customers

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.

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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Business Science : Customer Relationship Management : Understanding Customers : Customer Information Database |


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