Knowing your customer base is a crucial component of a successful business. A customer database is a collection of information about all the customers that have made a purchase from your business. It is the most powerful tool at your disposal. After all, what’s better than repeat business? If you’re not taking advantage of your customer database you’re missing out on potential sales.
Having a customer database benefits a company in many ways. Let’s take a look at these benefits.
Businesses may ask questions of their customers to provide better service. For instance, the dentist may ask about services his patients may be interested in such as teeth whitening or classes about oral health. By collecting information, the customer database not only keeps vital information about the patient, but the database can also help the dentist determine how to improve his business and better meet the needs of his patients.
Having a database can help a business keep in contact with customers. This helps build loyalty and repeat business. Consistent, repeat customers can be identified and contacted with special offers that are targeted to active clients. Conversely, the database can also help identify customers who have not purchased from the company for an extended period of time or who only purchased once. This helps single out groups of customers that can be marketed to with specific offers to encourage them to come back.
Having a customer database provides access to contact information. This allows appointments to be confirmed, customers to be tracked, and clients to be contacted. Perhaps a phone call needs to be made or a letter mailed. The information to reach a customer is kept in the customer database and can easily be accessed with a few strokes on the computer keyboard.