For any business, sooner or later, the issue of forming a customer base becomes relevant.
It is possible to do without it, but in order to work in developed markets, for a competent business organization, and to achieve the best results, it is very important to set up high-quality work with clients. But how to do it right?
Today we will try to understand the rules and intricacies of building a customer base and identify problems that you may encounter.
It is possible to do without it, but in order to work in developed markets, for a competent business organization, and to achieve the best results, it is very important to set up high-quality work with clients. But how to do it right?
Today we will try to understand the rules and intricacies of building a customer base and identify problems that you may encounter.
What customer data do networks collect?
The customer base is systematized information about customers, buyers, customers who have ever contacted the company for goods or services.
It is important to understand that any data, even previously generated, must be kept up-to-date and regularly supplemented with new ones, deleting obsolete ones in a timely manner.
A high-quality and professional approach to working with customer data allows you to create optimal commercial offers and build a competent marketing strategy.
Wrong way: uncontrolled, disorderly compilation of the client base.
In this case, the database will be a certain list of customers who once contacted the company, but it will be of little use, since most contacts will be duplicated, not verified, with incorrectly filled in fields.
That's right: a structured base. In this case, we get an effectively used set of information about buyers that can bring profit to the company.
So we can distinguish two main groups of data:
General - client's full name, gender, phone, e-mail, address, etc.
Special - information about purchased goods, time and place of purchase, discounts, bonuses, reactions to personal offers and mailings, etc.
Wrong way: uncontrolled, disorderly compilation of the client base.
In this case, the database will be a certain list of customers who once contacted the company, but it will be of little use, since most contacts will be duplicated, not verified, with incorrectly filled in fields.
That's right: a structured base. In this case, we get an effectively used set of information about buyers that can bring profit to the company.
So we can distinguish two main groups of data:
General - client's full name, gender, phone, e-mail, address, etc.
Special - information about purchased goods, time and place of purchase, discounts, bonuses, reactions to personal offers and mailings, etc.
What channels collect data?
Bonuses for contact details
The most common method of filling the base, which is regularly used by many stores, is to take the contact details of the client, accruing bonuses to the card. Often this can be seen in the form of filling out a small questionnaire in the checkout area in exchange for a bonus card.
This also includes the typical “bring a friend” offer, the client receives an additional discount, and the store additional data of a potential client.
Cons: difficult to verify personal data.
Pros: increase the chances of a customer repeatedly returning to the store.
This also includes the typical “bring a friend” offer, the client receives an additional discount, and the store additional data of a potential client.
Cons: difficult to verify personal data.
Pros: increase the chances of a customer repeatedly returning to the store.
Social media contests
A store offer for the competition is being formed and data “for repost” is collected through promoted publics.
Cons: minimal hit in the target audience of the company.
Pros: Spontaneous dissemination of information about the store with the possible maximum filling of the database with minimal costs for the advertising campaign budget.
Cons: minimal hit in the target audience of the company.
Pros: Spontaneous dissemination of information about the store with the possible maximum filling of the database with minimal costs for the advertising campaign budget.
Mobile app
Today, a significant part of customer interactions with businesses takes place via the Internet and mobile phone.
A mobile application for business allows you to enhance the company's image, stand out from the competition, raise customer loyalty to a new level, improve the level of service, conduct personal promotions, etc.
Cons: additional investment in the development of a unique company application.
Pros: tracking the events that the user makes inside the product. An event can be opening an app, registering, creating an account, watching a video, adding a product to the cart, uploading a photo, updating data, etc. Analysis of user actions allows you to improve product engagement rates, reduce customer churn, increase conversion, set up communication and increase sales.
A mobile application for business allows you to enhance the company's image, stand out from the competition, raise customer loyalty to a new level, improve the level of service, conduct personal promotions, etc.
Cons: additional investment in the development of a unique company application.
Pros: tracking the events that the user makes inside the product. An event can be opening an app, registering, creating an account, watching a video, adding a product to the cart, uploading a photo, updating data, etc. Analysis of user actions allows you to improve product engagement rates, reduce customer churn, increase conversion, set up communication and increase sales.
Personal account on the site
Analytics inside the site tracks unique users: what they did, where they went, as well as their geography. Every time an action occurs in the service, analytics records this data. Usually actions are collected: page views of products, product categories, clicks on buttons, filling in fields, interaction with messages, attempts to leave the site.
Cons: for high-quality data collection, client authorization is desirable.
Pros: Modern technology development allows you to track not only clients, but also the devices themselves on the network, their behavior and presence without personalizing the client (it is important to take into account the legality of data use and comply with the current legislation of the Russian Federation on the storage, use and distribution of personal data).
Cons: for high-quality data collection, client authorization is desirable.
Pros: Modern technology development allows you to track not only clients, but also the devices themselves on the network, their behavior and presence without personalizing the client (it is important to take into account the legality of data use and comply with the current legislation of the Russian Federation on the storage, use and distribution of personal data).
Data purity
Clean data is the foundation of modern business
Marketers must keep customer personal data up to date to ensure promotional offers reach their target audience at the right time.
In our dynamic time, people often change their place of residence, contact details, employer, etc., and maintaining complete and accurate information is not an easy task, but such an important one. Otherwise, most of the available data goes into the category of "dirty" and negatively affects the development of communications with the client.
Updating and cleaning data helps companies improve customer satisfaction, increase the profitability of advertising campaigns, and help reduce errors in the implementation of marketing strategies.
In our dynamic time, people often change their place of residence, contact details, employer, etc., and maintaining complete and accurate information is not an easy task, but such an important one. Otherwise, most of the available data goes into the category of "dirty" and negatively affects the development of communications with the client.
Updating and cleaning data helps companies improve customer satisfaction, increase the profitability of advertising campaigns, and help reduce errors in the implementation of marketing strategies.
Data cleaning methods:
- Standardization
- Structural error monitoring
- Duplicate Data Tracking
- Regular update check
The importance of maintaining order in the database
The number and variety of data sources is constantly increasing, data is collected from different services and applications, employees make mistakes when entering information - all this leads to the fact that incorrect or incomplete customer data, or duplicates, may appear in the database.
The main causes of duplicates and incorrect data:
The main causes of duplicates and incorrect data:
- non-omnichannel systems,
- no database check,
- There are no restrictions on the number of cards per client.
Problem solving
The Loyalty Culture marketing automation platform helps to solve the problem of collecting high-quality customer data by creating an omnichannel system, tracking duplicates, identifying and preventing deliberately incorrect data, storing all customer data in one place, and generating reports on the quality of customer database maintenance.
To collect the missing data, it is possible to develop and launch a system of rewarding clients with bonuses for filling out questionnaires and thereby motivate clients to fill in high-quality and correct data.
To collect the missing data, it is possible to develop and launch a system of rewarding clients with bonuses for filling out questionnaires and thereby motivate clients to fill in high-quality and correct data.
The result of collecting qualitative customer data
- correct portrait of your client;
- the ability to segment and cluster customers;
- the ability to create personal offers and thereby optimize advertising costs;
- the ability to competently form an assortment policy;
- the ability to correctly build brand positioning;
- the ability to competently organize a customer behavior management system.
If you want to get to know the Loyalty Culture platform more, leave a request at office@loycult.com or call +7 (495) 12-88-901, +7 (3412) 901-907 and we will be happy to tell you you about the methods of building a customer base and the benefits of working with an automated intellectual loyalty system.
