Getting the Most out of Your PC

7. Marketing Support

The cost of attracting new customers is significantly higher than retaining existing ones. Use your PC to keep your existing customers better informed - and happier.

7.1 Use your database to identify what interests your customers and what they buy.

• Your database software should be able to select customers according to criteria that you specify.
• Mailshots targeted at specific types of customer can be more successful than blanket campaigns.
• Email marketing can also be successful and cost-effective.

7.2 Use the database to store all your customer information so anyone who works with you can access it quickly and easily.

• This can help improve customer service, although it is essential to keep the information up to date and accurate.