Different organizations maintain and regularly update a customer database as part of their regular operations. This is an important support tool to ensure efficient service delivery. A customer database with a comprehensive list of repeat products consumed can be used as a marketing tool. This information can be used to determine the kind of product that is popular with the customer. The company can then market directly to the client when special offers are launched. This includes promotions, sales and introduction of similar products to the market. Regular sales by repeat customers can also be rewarded through loyalty programs which increase customer loyalty (Schiff, 2015).
Such a database can be used to create a relationship with customers. This can be done by following up on complaints about service delivery and making amends when things go wrong. The company can also make customer engagement more efficient by assigning specific customers to specific customer representatives. This will ensure regular communication that is essential to maintaining customer contact. This will be ideal if the correspondence is not overdone until it becomes a nuisance to the customer. Databases can also be used to enlist customers to social media pages which regularly remind customers of the product (Bhasin, 2018).
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Domino's Pizza has managed to use their database as a way to market their product and maintain customer loyalty. Every time a customer orders a pizza for home delivery, the company's database is updated to reflect the type of pizza ordered, the customer's mobile number and the respective address of delivery. When such a customer calls again, the salesperson is able to deal with them based on the shared records. This makes it easier for a customer to shorten the time one would have to spend introducing oneself to another home delivery service provider. This is just one example of how customer databases can be used to increase customer loyalty and increase prospects for the company.
References
Bhasin H. (2018). How to use your customer database. Marketing 91. Retrieved from https://www.marketing91.com/how-to-use-customer-database/
Schiff J. L (2015). 8 ways to make the most out of your customer data. CIO. Retrieved from https://www.cio.com/article/2935650/data-analytics/8-ways-to-make-the-most-out-of-your-customer-data.html
