Creating databases in CRM
The implementation of CRM should begin with completing the database of customers and fixing the basic facts about communication with them.
A marketing audit can often detect the following situation: customer data is recorded in a disparate form - entries in separate journals, in the notebooks of administrators, diversified specialists and owners, in Excel files, etc. It is often very difficult to extract any statistical indicator. Combining sources, you can get a full-fledged tool for interacting with the client.
In order for the database of the CRM system to become usable, it is very important to initially determine the required fields and establish a standard for entering information. Base fields set socio-demographic data: First name, Last name, Date of birth. After determining the information that will be entered about each client, it is possible to form a relationship policy and standards for working with clients.
For example, you can enter information about the gifts that the client would like to receive on his birthday into the CRM database, since special offers are planned for that day. Or, you can record the presence of pets if there are shampoos for customers' pets on sale. Here, the fields “Expected gifts” and “Pets” will be mandatory.
When building a database, it is extremely important to consider not only current needs, but also future ones. When attracting customers, you can use various methods of communication: advertising on the radio, advertising in the newspaper, various events, specialists who are able to communicate closely with customers. This creates additional points of contact with customers. They also need to be taken into account in the design of the CRM system, as necessary for analysis, and, therefore, for filling.
Recording standards play a role when it is clearly established what goes where at the content level. This will help solve the problem of ethical disclosure of personal information of customers and the problem of data purity in CRM, excluding duplication of names and surnames.
Often, when implementing a CRM system, the question arises of motivating specialists to enter information about customers. This question disappears on its own, as soon as the employee understands that he himself needs it 100%. This is also necessary when calculating the percentage of sales made, thanks to a timely offer to the client, based on information from the database.