Managing Customer Data
Yet despite such cynicism, customers will still give you information -- if you give them the right incentive.
Once you have customers' data, you need to analyze it so that you can serve them better. Many companies have harnessed technology to do just that.
- The Survey Says
- Want to know what consumers think? Put down the comment cards and poll them online instead.
- Pumping Your Visitors for Information
- When you solicit feedback from your online customers, be sure not to take up too much of their time.
- Control Your Need to Know
- Many businesses collect more customer data than they'll ever use. So why not cut your costs while protecting customers' privacy? Only solicit the data you need.
- Pulling in Profits
- New RSS software makes it easier to gather intelligence on clients and competitors.
- Build a Customer Database that Works
- Be clear about what you want your database to accomplish and let the design spring from that purpose.
- Case Study: Targeted Marketing
- A Midwestern clothing store used its customer data to target its direct mail marketing -- and customers responded.
- Every Click They Make
- Analyze your Web log files to see how customers use your site. Or start an online bulletin board, where customers can talk about what's on their minds.
- Drowning in Customer Data
- Traditional retailers and online "e-tailers" are missing critical sales and profits because they cannot efficiently navigate a sea of customer information to balance their supply and demand. A look at what can be done.