A previous article looked at the tools that a small business can use to raise its profile in the marketplace and attract new customers. However, once those valuable assets have appeared it is foolish not to record information about them and to leverage it in expanding the company's market reach.
Creating a mailing list is fine, but in order to ensure that the customer's experience of the company is maximised, more detail is required to enable you to target your news more accurately. Much of the information that is needed will drop naturally from any transaction, but it is critical that all the rules and regulations regarding data collection, retention and spamming are fully adhered to.
So, whether the business is completed face to face or electronically, make sure that the customer has agreed to the collection of the data. Ask the question, either in the communication as part of the transaction, or on the website. And always make sure to offer the option to 'unsubscribe' with every customer communication that is sent.
Information Required for a Customer Database
Generally, this falls into two lists. The first relates to the business:
- Company name
- First and last name of contact
- Position in company
- Product purchased or service used
- Date of last contact
The second relates more to the customer contact:
- Family details
- Birthday
- Hobbies and interests
- Other personal facts
It make take more than one transaction or project to complete the second list, but it is very useful data.
Using the Customer Database to Communicate
Enhanced customer service and customer retention are about good communication, but timing is everything. It is essential to maintain that contact, but do not become a pest or all the hard work will end up in the trash folder.
- Start soon after your first transaction by emailing a customer satisfaction questionnaire. Do not forget to follow up on any queries or adverse comments that are received.
- Once a quarter, send a newsletter to all the contacts on the database. Keep the copy fresh: new products or services, new staff, latest awards, industry news. It can be as little as a one-pager.
- Include relevant information from news feeds and article providers.
- In parallel with this, and as mentioned in the earlier article, make sure that anything notable generates a press release. Target these to any customer who has purchased something in the same business area.
Customer Service Drives Customer Retention
Of course, all of this can be undone by sloppy work, especially by a small business new in the market. So whenever any interaction takes place, make it the best it can be and a fresh, positive experience for the customer.
