Getting the Most from Your IT System

3. Customer Intelligence

With clever use of some simple tools, your customer database can become one of your most valuable business assets.

3.1 Use a spreadsheet to track new prospects and existing customers.

• You can create a spreadsheet using software like Microsoft Excel. This is a very basic way to store information about your customers.
• It is easy to add basic information about each customer or prospect as you contact them.
• You may wish to include contact details, the date you last spoke to the customer and any other useful notes to help you or your staff.
• As your customer base grows, your spreadsheet will become unwieldy. There is only limited space for information.

3.2 A customer database will give you much more flexibility, allowing you to store more information about each customer, and making it easier to search.

• You can use software like Microsoft Access to create a central customer database.
• By storing the database on your network server, you can give access to any member of staff who needs it.
• Make sure you plan your database carefully, taking into account your present and likely future needs. You may wish to store customer contact details, order history, order value, contacts with the customer and more.
• A customer relationship management (CRM) system will allow you to track every contact your business has with each of its customers. CRM packages include ACT! and GoldMine and can cost from £100.
• Setting up a database or CRM system takes time. It is worth seeking expert help to ensure your database fits your needs.

3.3 Use your database to identify what your customers are interested in and what they buy.

• Your database software should be able to select customers according to criteria that you specify. For example, people who have bought from you in the past three months.
• Mailshots targeted at specific types of customer can be more successful than blanket campaigns.See 4.1.