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Using your customer file efficiently
Giving a mark, or score, to each contact will ensure that he will be directly concerned by your message.
Once your file is put together and expanded, you can optimize your actions and pilot your commercial relations with your customers efficiently.
Your customer file naturally allows you various possibilities of classification/segmentation, depending on the type of offer you are considering: according to your customers' purchasing history, their marital status (married or not, with or without children), their level of loyalty, their date of birth (birthday). You can thus send them personalized mailshots, which show them that you know them well and that you are attentive to everything that concerns them. You will multiply your chances of "scoring" by putting forward the best offer at the best time.
Starting from this principle, classify your customers according to how significant they are, for example with these four possible profiles:
- Very good customers,
- Good customers,
- New customers,
- Inactive or former customers.
In this way you can adapt your offers and know which customers you should concentrate on.
Naturally this procedure implies that you consult and analyse your customer file before any direct marketing operation. Effectively, the information it contains evolves constantly and what was true when you did your previous mailshot is probably not true today, so you must permanently update your file.
An inactive customer will appreciate being offered a product at last year's price, the date of his last purchase.
Keep your customer file updated
A good customer file is a file which is permanently expanding and improving.
So, in addition to collecting commercial information (purchases, returns, discounts, credit notes, requests for information...), be careful to:
- Follow your customers' lives and note the outstanding events:
For individuals: marriages, births, moves, retirement...
For companies: change of management, moving, new activities...
- Remove the "Gone away" returned mail addresses.
- Remove duplicated addresses which may have come from two different sources.
- Key in new addresses taking postal standards into account.For further information: Wording of an international address
As we have just explained, segmenting your clientele is an essential step before taking any action to develop customer loyalty. But how can you develop a long term customer loyalty program? That is what we are going to look at now.
Continuation : developing a customer loyalty program
Develop customers' loyalty
To develop your company, you must naturally win over continually new customers through prospection. However, never forget that your customers represent wealth of your company.
It's therefore essential to know them well and to keep them by taking advantage of all kind of opportunity to develop customer loyalty.
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