Understanding Your Customers


Stage Two – Storing Information

The most effective way to store and manage your customer information is in a relational database – a centralised customer database that will allow you to run all your systems from the same source, ensuring that everyone uses the most up-to-date information.

When buying a database, choose one that can comfortably store all your data, and make sure it has room for growth – most customer databases start small but grow rapidly. Also, make sure your database is robust enough to handle the intended number of users and frequency of access. You can read about databases and information management on the Achieving best practice in your business website.

What Everyman did

Everyman approached stage two by deciding to make its Databox database the centre of its marketing operations. When the company built a website, it made sure that all online bookings would pass straight to the database. By encouraging visitors to register their details and personal interests and to validate their personal information, Everyman was then able to build a database of accurate information for use in marketing

Published by the Department of Trade and Industry. www.dti.gov.uk
© Crown Copyright. URN 04/1724; 10/04

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