Create a Customer Database

You probably know who your customers are, or recognize them when they come in. But do you know how to contact them? Do you have the details to be able to keep communicating with your customers?

Successful businesses communicate with their customers at least six times per annum.

Can you write directly to your customers to tell them about forthcoming promotions? or new products that are going to be launched? or new products that may be of particular interest to them?

Direct marketing is an excellent way of keeping in touch with your customers, but to do it you’ll need a customer database. Many businesses miss out on ideal opportunities to create customer databases by not collecting the names and addresses and other pertinent information from their customers.

You need to take every opportunity to do this. For example, information can be collected from a number of sources including:

 Detailed invoices in which the customer’s name and address are included
 Customer questionnaire forms
 Weekly lucky draws – customers are asked to complete an information sheet so that they can enter
 Other similar promotions.

You want to find out general data, such as the name, address and demographic group to which they belong, as well as their interests and hobbies and sales information which records details of the products they have purchased in the last twelve months or longer.

Tell your customers why you want the information – that you’re creating a mailing list so you can send them newsletters and various information on products and services being offered by your business. Bear in mind, however, that some people do not want their personal details listed on a company database.

Questionnaires are a great way to get customer information as well as vital customer feedback. By offering a weekly or monthly draw with an appropriate prize you are likely to encourage customers to fill in all parts of the questionnaire.