Printing World, March 2009

Andrew Woodger, Data Services Director, Adare

First 10 steps... using client lists and databases

  1. An organised marketing database will provide a wealth of knowledge. Explore the data that you hold about customers to develop more intimate business relationships.
  2. Stay up-to-date with your clients. Once you have built a database don't reduce its effectiveness through neglect. Audit your data regularly.
  3. Updating your customer data may provide valuable insight. For example, a change of address may create a sales opportunity.
  4. Consider the most appropriate communication channel for each customer.
  5. Communicate appropriately with your clients. Overuse of channels such as email can cut opening rates.
  6. Identify key purchase motivations or particular customer groups and make offers relevant.
  7. Divide your customers into around 10 key groups. By identifying clear customer groups you can target more effectively.
  8. Consider using an outside consultant for advice. External suppliers should have specialist CRM expertise and resources.
  9. Use appropriate software to improve your customer relationship management (CRM) capability. Don't build a database that requires a degree in computer science to design and run queries. There are a range of powerful and fast query tools available.
  10. Follow the 80:20 rule. Often 80% of the benefits can be achieved from 20% of the investment. Don't get carried away with over-engineering the solution.