Customer data
In the past service providers were unconcerned with collating customer data and were okay having to obtain data from their customers at every interaction point thereby treating each transaction as a first. With customer loyalty being identified as a key success factor, organisations have gradually implemented technology to enable them keep a database of customer information.
Some large organisations are able to invest in off the shelf customer relationship management applications (CRM) which allow them effectively collect customer data and also integrate with other existing applications in-house.
However, the question here is how useful is customer data and what do organisations not keeping customer data stand to loose,if anything at all?
An organisation with a customer database gives every customer a personalised experience each and every time they interact with the organisation. Customers have been profiled and their concerns are addressed quickly. Products are tailored to suit their needs making the experience more pleasurable. Therein lies the edge for organisations with customer data, for as they saying goes “knowledge is power”. Thus we must use what we have to our advantage.
Most medium and small sized companies are discouraged by the huge sums required to facilitate data gathering. However it is important that you start a database, no matter how small or cumbersome it may look. It feels good when you walk into a store or call into a helpline and give your name or phone number and get service exactly how you want it.
Need an affordable custom built customer database? Email sales@12solutions.com for more information.
Tags: CRM, customer data, customer profiling