Database Development
Database Development refers to building your customer database – essentially, a list of records or profiles of your customers. For any business one of the primary aims is to build a growing, useful, well organized customer database.
A successful business is one that knows exactly who its customers are, where they live and what they do, so that it is possible to focus your marketing, product launches and business expansion on their demographics. Therefore, an updated detailed and organized customer database is, among other things, the basic requirement from your marketing team.
How do you go about developing your database?
Decide What Data You Need:
First, you decide exactly why you need data about your customers and what it is you actually need. This is important because this would affect the type of data you need and the method of collection.
• If you were aiming to keep your existing customers you would need qualitative data more than quantitative. The database needs to be linked to forms containing detailed opinions expressed by customers regarding what they like and dislike about your products, their opinions about competing products, and other information to judge their level of loyalty to your business.
• If you want to attract new customers you would need existing customers’ opinions about your products and services as well as how they came to know about your business, and any other information that would help you decide how to attract new customers to your database.
• If you want to inform customers about any aspect of your business you would need customers’ addresses, phone number and email ID’s, as well as data about their preferred mode of communication.
• If you want to increase sales to existing customers you could need information about the total quantity of goods that the customer has purchased from you, exactly what he/she likes about your products and what does not satisfy him/her.
Deciding your Database Technology:
Decide which database software to use and what kind of PC to store your data on. Base your decision on the following factors:
• Size of your business and number of records you need to store
• How great a security level your data needs
• Whether it is online or offline
• The search capability and presentation of data that you need
• User-friendliness or technical capability
Collection of Data:
Finally, go about gathering data. Data can be gathered from the following sources:
• Sales invoices
• Firms specializing in customer databases
• Customers’ enquiries over the phone or by email/post
• Market research forms filled by customers
• Mailing lists generated by opt-in forms on your websites (where customers leave their addresses and express interest in future offers)
Now that you have your database, you can analyze it carefully to understand your customers’ needs, and take the right decisions at the right time.
Database development can be as simple or as complicated as you need it to be. If you research and analyse exactly what you need at the beginning it will make life alot easier for you further down the line.
Tags: building wealth, database development, developing your database, growing your database