How to properly use a customer database

You've worked hard to build a list of customers: loyal clients who have used your business before or are likely to use it in the future. But are you really making the most of this list? It's a common fact that it costs more to generate work from a new customer than it does to work with your existing client base. So what steps are you taking to work with your existing client base?

Obviously the level of engagement with customers will vary depending on your business model. However, regardless of your approach there are some simple steps that you can take to better work with your existing customers.

Here's just a few ...

Use Your Database

There's no point in having a Customer Database if you're not going to use it. And the easiest way to use it is to refer the database when you're speaking to a customer.

When a customer calls in (or when you call a customer), pull up their information and be ready to pick up right where you left off with them.

By referring to your database when speaking with a client you can easily reference their details and information; seek comment or feedback on past work; and enquire as to whether or not they may require any additional services. Simply being attentive to the client will ensure a greater level of customer satisfaction and, ultimately, a better level of conversions.

Identify Requirements/Needs

Your database should also keep a record of the work you have completed for a customer and when. This will help to keep a track of what your customers are interested in and may also serve as a way to identify additional/complimentary services you can provide that would benefit the client.

Implementing the ability to search for clients based on work completed (or work to-do) will allow you to quickly identify opportunities to help your clients. And in cases that involve periodic/reoccurring work, it may also be a good opportunity to follow-up on booking in that work as and when it falls due.

In this way, you can leverage work already completed to continue your engagement with the client - and offer valuable on-going support to them and their business.

eNewsletters

Another way you can make use of your Client Database is to engage with them via email newsletters. Providing ongoing updates and news to clients that have an interest in your field of expertise helps to build (and maintain) your brand as well as providing a great way to keep in touch with customers (and keep them thinking about you).

Often I find that I may lose touch with a contact, but they will call several month later after seeing something of interest in an e-newsletter!

In regards to eNewsletters, there are a number of ways that you can implement this - from developing a solution yourself; to using an off-the-shelf platform that can provide the system and functionality for you. Whatever option you choose, a well-planned and consistent strategy can bring great rewards.

So if you have a Client Database, look to ways to ensure that you can leverage the relationships you already have. If you don't have a Client Database, 2013 may be the year to start one!

If you would like assistance in establishing or managing your Client Database, DCODE GROUP can help. Whether it be in managing your current Client Database; developing a new system; or implementing an e-newsletter system, we can help design, develop and implement IT solutions.

We are also experienced in data migration, data management and online marketing solutions that can support your level of communication with your existing customer base.

Contact us today for a discussion about your goals and requirements - we look forward to helping you better manage your relationships with your customers.

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