Customer Information Database

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