Now on to 10 ideas for using this data.
Are you considering a CRM? If so, take into consideration how the sales team will use it, an in-house customer service team, or hanging out in a cloud-based software. It must be easy to access the data within the Customer Relationship Management system (CRM) in-house and remotely.
Before you purchase a full-blown software system that may literally work to your advantage, there are many other considerations you must be aware of. For example, you need to make some realistic estimates about the amount of data that you’ll be storing. Is the database easy to use?
If you classified the database as an expense, make sure it is used correctly. Name an employee as the keeper of the database. That means any entered data or removed data starts with only that one employee.
Do you use a customer-centric marketing strategy?
Employees that are meeting with or talking to customers daily are probably using components of a customer-centric marketing strategy. When you decide to check out CRM’s, you’ll find it’s a motivator for companies to shift their focus from a commodity company to a customer-centric company.
As you look further into customer-centric strategy, you may notice there is a positive effect on every employee that interacts with customers. Meetings with the management team on what they learned, puts a little skin in the game for all in attendance. Consider that your customers might see the big picture of change in your company, especially for the better.
The following 10 ideas are a starting point when considering a customer-centric strategy with or without a CRM. For example, what information is needed from a CRM that will help you and the management team to estimate the amount and type of data to collect? Even using a customer-centric marketing model there is data collected you’ll need for decision making. Appoint an employee to help your team make better decisions with collected data from marketing and advertising.
You might consider, if you are not using a customer-centric marketing strategy, building one for your company. When you’re ready for a CRM, you’ll be able to make better marketing and customer decisions.
On to 10 ideas for using your data.
Start matching your products or services to customers’ wants/needs. You should develop a picture of your customers’ buying patterns. It will allow you to customize offers for any direct marketing, email campaign, or other communication channels used by your customer traffic patterns.
Select new lists or networking opportunities that fit the profiles of existing customers. The simple existing profiles of your current customers can expand accordingly as you learn more using Google Analytics and other data sources. Website landing pages and call-to-actions are critical to capture data on prospects and customers visits.
Maximize personalization of communication and offers. This is a proven method that increases response. Address your customers by name when offering them a discount or a new product that will pique their interest. The use of personalization grows more important each year and now it’s expected.
Provide ongoing interaction with your customers. Out of sight is out of mind. Keep in touch with your customers with regular communication. This may be a phone call, an email or a scheduled visit. By doing so, you are creating an awareness that triggers consideration and helps to build customer loyalty. If you have savvy customers and prospects, use the communication channel they prefer.
Pinpoint timing and frequency of promotions. Learning who responds and when they do may alert you to forming a marketing demographic pattern. Use the results to spread offers out to groups or segments of customers and prospects. You can also use this method to initiate a response to your competitor’s offers. Don’t forget to analyze and measure.
Measure response and be responsible for results. Direct marketing is measurable. Websites are measurable. Just about any communication you select is going to be measurable. Yes, even direct mail. Evaluate them for their impact on a specific marketing goal. When results aren’t satisfactory, go back and analyze what went wrong.
Create offers based on your customer feedback. Enter customer requests and feedback into your customer-centric database. As you test different offers and promotions, compare the responses of each to see if one or the other provides better results. Survey your customers with questions that provide suggestions for potential offers in future campaigns!
Demonstrate that your customers are valuable assets. This is a no brainer and it always works. Develop workshops, presentations, or a customer rewards/sales incentive programs. These programs have a history of building brand loyalty.
Show customers you care about their opinions. Conduct a customer satisfaction survey periodically. If you hear back from inactive customers, make it a personal goal to find out why they left and what it takes for them to return.
Always remember that a clean database is a quality database. And a quality database results in a valuable business tool that is an asset for your business. Update data daily and never stop.
How to blend traditional marketing into your customer communications.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Learning, Marketing and Advertising, MCG eVal.u.ations, Coaching, and Consulting.
It’s what we do. It’s what we like to do.
Thanks again for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.