Setting Up a Basic IT System

4. Connecting with Customers

Effective use of IT can project a professional impression of your business to customers and help you manage your business relationships more quickly and effectively.

4.1 Contact-management software or a simple database allows you to record details of customers and suppliers and your dealings with them.

• You can schedule sales activities and monitor progress.

4.2 For sales and marketing, a database lets you generate mailshots and monitor the effectiveness of marketing campaigns; software such as PowerPoint can produce impressive sales presentations (see Marketing with your database).

4.3 If you choose to have one, your website can range from providing simple information about your business through to full online ordering and tracking systems (see Your website strategy).

• It can keep existing customers up to date with what your business is doing, as well as providing a global shop window to your business for potential customers.

4.4 Communicating with customers via email is quick and efficient (see Email).

• Email marketing is cost-effective and easy to tailor for specific customers through your contact-management system.

4.5 It may be useful for customers and suppliers to have access to your IT system through an extranet.

• An extranet allows customers to view files by logging on to dedicated areas of the system, saving time and transport costs.