Computers. Databases. Software. The words aren’t ones we often associate with warm human interaction. So it may come as a surprise to learn that when applied in certain ways, the latest technology can help nurture a lasting relationship between you and your clients.
With a computerized database, you can track your customers’ or clients’ interests and needs, remember special dates in their lives, and notify them of special events.
The decision to do business with a particular company or buy a certain product is very often emotionally based. People want to feel comfortable with their choice. By giving your clients special attention, you are offering them a reason to select you over your competition.
Setting up a customer or client database is relatively simple. You can hire a software writer to design one for you or you can ask your local computer store clerk to recommend a contact management program.
Store the names and addresses of your customers or clients, but don’t stop there. Be sure to record any personal information they may volunteer during the course of normal conversation. For instance, someone may reveal that they recently became a grandparent. As soon as they leave, pull up their file, get their address and send off a note of congratulations. You may want to note the baby’s birthday for the future, especially if you own a retail store, are a party organizer or provide some other service that you can link to the occasion.
Be sure to include your clients’ birthdays in your database. At the beginning of each month, or every two weeks, pull up your list of birthdays and mail out cards. You will also build appreciation if you follow the lead of Nordstrom’s department store and follow up each transaction with a thank you note and a business card. Consider, also, rewarding new customers or clients by including a discount coupon or other offer with the mailing.
Another way retailers can use a database is to record their customers’ purchases. Over time, a pattern will emerge, giving you a profile of their buying habits. Perhaps you sell comic books and just received a special, limited edition Spiderman anthology. Research your database to see if you have any fans of that particular issue. Perhaps you’ll find someone who buys each new issue of Spiderman as soon as it hits the stands. This person would undoubtedly appreciate being tipped off to the availability of this latest piece of merchandise.
If you have a newsletter, computerize your mailing list. A database will help you sort zip codes, which is essential if you want to get a bulk rate. A mailing list can also be used when sending out notices of store or company events and open houses. Retailers could use the mailing list to send flyers announcing a special sale and may want to consider holding a pre-sale for particularly loyal customers. Research your customers’ files to find those who spent over a certain amount over the past year or so and send them a postcard notifying them of their “preferred customer” status. If you’re opening a new store or office, access your patrons’ zip codes and send a grand opening notice to those who live nearby.
Technology can also help you budget your time and coordinate your marketing efforts. A time-management program will help you break your plan into manageable steps that can be integrated smoothly into your business day.
These simple, technology-driven acts are what will give your small business an edge over the competition. So, if you haven’t done so already, get with the program - the database program.
