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May 2, 2007 | Customer Relationship Management (CRM) | WineDirect Admin

Keep a clean Unified Database

The unified customer database comprises all activities and sources associated with a customer during the lifetime of that customer’s interaction with your company. It includes data such as name, address, city, state, zip code, transaction information, customer-service interactions, inquiry information, personal information, responses to promotions, web responses to newsletters, and event attendance. Having all this information in one database allows build better relationships with their customers and generate additional revenue. It also allows you to manage leads in a smart way to support your sales staff and make their efforts more efficient. A good lead generation program can lower your sales costs and raise your sales revenue.

Obviously managing this unified database is very important for a business and managing this data is far easier if you input the data correctly, quickly and accurately. Maintaining accurate data in a secure unified database is very important. Yes, it takes time but this is time well spent when you need to reach out to your customers for promotions that ultimately drive more sales. The first step in maintaining this unified database is to gather accurate and comprehensive data that you will eventually add to your unified database.

Collect your customers name, email address, phone numbers and address wherever you can. Keep the clipboard handy in the tasting room. Inform your staff to obtain and review this information whenever they can. Events are a great place to collect a large amount of data. Keep it clean before your bring it into your unified database. Again, have your staff review this hand written data before the customer leaves.

  1. Offer something free or products at a discount in exchange for this data.
  2. Stay focused on getting the lead. Don’t get carried away with the creative aspects of designing an email piece or printed material. Keep your message as simple and lean as possible. The idea is to peak your prospect’s interest in the promotion you’re offering and get a request for it. Don’t talk about your company, then tack on an offer. Focus the whole message on the promotion.
  3. Gather the information you need to make a sale. The only reason for offering something free or at a discount is to get a name, address, phone number, and other information to build your database. So make sure your reply device asks for the necessary data. Be careful if you ask for an email response, though, because the prospect may not give you everything you need. And if you want to direct a prospect to your Web site, utilize the contact information first, otherwise your prospect will wander around your site and leave without providing the data you want.
  4. Follow up fast. Hot leads cool off quickly. When you get an inquiry, send the customer the promotion immediately.

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