Client databases

Written on the 27 March 2013 by Snap Marketing

Client databases are invaluable tools for any business. They help you follow up on new leads, generate repeat business and find information about your current and previous clients quickly and easily.

Why do I need a database?

Databases can store all the information you wish to keep relating to your clients. They make it easy when it comes time to:

• Contact your clients by phone, email or mail.
• Know what their preferred contact method is.
• Issue bills, reminders or special offers.
• Create marketing campaigns such as direct mail.
• Search job order history.
• Recall previous charge rates or purchases.
• Check special notes on file.
• Track complaints or feedback.
• Recall stated client preferences.
• Determine client demographics.
• Understand how your client heard about you for marketing purposes.
• Track and report on trends across your whole client database.

The importance of maintaining your database

Having a database that is poorly maintained impacts negatively on your business. Poor data quality input and management results in frustrated staff and clients, and low usage of the database information. Thats why its essential you maintain your database.

Follow these steps to help you maintain a quality database:

1. Identify the records needed and ensure theyre included on your database.
2. Complete an initial audit of your entire current database.
3. Maintain and update your records as changes occur.
4. Thoroughly train all staff on how to use the database system.
5. Document your record-keeping requirements and database procedures for staff.
6. Regularly back up your entire database.

Also consider these tactics to get the most out of your database:

• Create required fields so users dont skip vital information i.e. email addresses.
• Integrate a built-in duplication check to ensure client details arent added again if they already exist.
• Allow clients access to their records online to make changes.
• Hire an external company to conduct annual database audits.

Contact Snap to find out how we can help you with your businesss marketing needs.