Hang on to your customer data

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You must keep customer data records that enable you to keep in touch with your customers. You can do so much more business if you develop customer relationships. We’ll look at what to tell them in the next couple of pages.

I can recall numerous occasions when I’ve bought something and the business hasn’t even asked for my name and address. For example, I had a personal computer repaired by a local firm. I paid them cash for the repair and they never took any of my details! As soon as I walked out of the door they had lost me forever, unless I chose to go back.

Now they can never tell me about any new products, services or special offers. Okay, you don’t expect to give your name and address when you buy a pound of apples from the local store, but I’m sure you get my meaning.

How to capture customer data ...
This is easy if you invoice your customers, because you will already have records. Simply copy the names and addresses into a format you can use for sending out letters. If you have a word processing system, create a mail merge file that you can re-use each time you send a new letter. You may want to split the list up into separate groups depending on the products or services they use.

If you don’t already have your customers’ names and addresses ...
Work out a way of capturing them as painlessly as possible for the customer. If yours is a “walk in” business hand out survey forms at the point of sale, asking them what they think of your business, products and services. Ask them to enter a prize draw. Whenever you do a piece of work for someone, ask them to complete a satisfaction report. Always ask them to add their name and address.

If you are dealing with members of the public ...
The Data Protection Act stipulates that you must give them the option of not having their data retained on computer by you. Add a tick box to the bottom of the form which is their opportunity to “opt out”. Most people won’t object, if they like what you’ve done for them. You must also register with your local Data Protection Registrar or equivalent (see below for details) if you are holding any more customer data than just their names and addresses.

Be sure to ask your prospects how they heard of your business ...
Make it easy for your prospects to properly identify the marketing piece to which they responded. Was it an advertisement? If so, which one? Was it your Website? Was it an email? Was it a direct mail piece? Did they read an article or press release? Were you recommended by someone else?

If you don’t have a computer ...
Keep your names and addresses (preferably typed) on “master” sheets of labels, or plain A4 paper in the layout of a sheet of labels. When you want to send them some information, simply photocopy the “master” label layout onto a new sheet of labels. It’s not ideal, but it works! You could even write the letters and envelopes individually by hand every time if all else fails.

A Low-cost Action Plan for Capturing Customer Data

1. Choose the best method for holding your customer data (including name, address, telephone, email, which products they bought and when).

2. If you don’t already have the information, choose the best means to capture it. Consider questionnaires, surveys, prize draws, asking at point-of-sale.

3. Do it! Start to build up your customer database right now. As soon as you can possibly afford to, put it onto a personal computer. See Keeping Records for more information on using computers.

4. If you deal with individuals, rather than companies, remember to give them the choice of “opting out”.

5. Keep track of where your prospects came from, so you can do more of the things that work and less of those that don’t.

6. If you plan to hold records for members of the public, you may need to register with your country’s Data Protection Registrar or equivalent. For example, in the UK the process of registration is reasonably straightforward and can be done online by clicking informationcommissioner.gov.uk and following the instructions or by telephoning the office of the Information Commissioner on 01625 545740. Registration carries an annual fee of £35 payable to the Information Commissioner.