Customer Database: Presenting An Opportunity For Direct Marketing And Customer Relationship Building

Customer relationship management is one of most vital aspects of modern business operations

. With cut-throat competition in the open market, the focus has now shifted from aggressive marketing to customer-friendly marketing. Apart from expanding customer base, it is also equally important for you to retain your already existing customers. And with so many competitors luring your customers with the similar products and services as yours, maintaining a good relationship with your customers is really significant. This is why managements are becoming more and more customer friendly.

In your efforts to make your service customer-oriented, one tool which you will find very handy is customer database. Such a database is used to store and maintain customers information such as names, contact details including phone numbers, e-mails, and addresses, important dates such as date of births and anniversaries, designations, office addresses etc. Also known as user database, it also opens up a different channel for marketing. Now that you have the phone numbers and e-mails of your customers, you can directly offer your products to them using their contact details. From time to time, you can inform them of new arrivals, or special offers. As such, you can save cost and also up your sale.

Now, coming back to customer relationship management, you can retrieve customer data such as date of births or anniversaries and wish them on such occasions. Such a little act from your side can go a long way in building and maintaining your relationship with your customers. On their special occasions, you can also offer them with special discounts as complementary gifts. What can be a better marketing strategy than this? Your customers will be flattered by your warm gestures.

Another benefit of using database programs is that they enable you to indulge in targeted marketing. By analyzing the data from your database, you can find answers to certain questions such as which group or who constitute your most regular customers, which group or who constitute your least beneficial customers, which products sell best to which demographic group, what constitutes your best selling and least selling products etc.

by: Richard Rabins

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