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It pays to systematize customer data at an early stage


It pays to systematize customer data at an early stage

Samples show that a quarter of the database is already out of date after two years. Moving alone changes 10 to 15 percent of all private addresses each year. In order to keep errors and returns low in customer contacts, action must be taken in good time. This is recommended by Wolfgang Siegel, Managing Director of Siegel EDV GmbH.

“A company can only be marketed if it has a well-managed database. It is their memory, ”says Siegel. In the course of a business life today, countless business cards accumulated, with which also notes on individual business contacts accumulated. In the course of time, a kind of contact history develops that contains postal contacts, telephone calls as well as the results achieved and, under certain circumstances, personal information such as preferences or comments from a customer about whether another product from the range is interesting. This data formed an optimal basis for successful customer relationship management (CRM), because it enables individuals to be addressed specifically and individually. The full benefit can only be exploited with a suitable tool. Because marketing without professional tools is, in Siegel’s view, nothing more than “poking around in the fog”.

With large amounts of data, however, the classic business card collection or Outlook would quickly reach their limits. “React as early as possible and switch to a professional database. Ideally, one that selects specifically according to different criteria. In this way, customer data can be systematically recorded. That simplifies the individual approach to customers and increases success, ”advises Siegel. The advantages of a database are that, thanks to the targeted selection, companies know exactly who received which letter or which email and when, and who bought which product and when. In addition, this would also simplify the input and maintenance of data, because employees could always telephone while the database was called up and enter the results of a conversation as well as new information directly. Siegel gives ten more specific tips for an optimally managed database in the specialist book “Marketing Attack”.