How to Build a CRM Database System (6 Steps)
A CRM database is all customer information that you collect for use in your customer relationship management (CRM) system. For example, such a database may include the following customer information:
Today we will look at how to produce such "fuel", that is, how to create a CRM database that will bring profit to your business.
There are four types of CRM: operational, analytical, strategic and collaboration. Operational CRMs use customer personal data to streamline operations (call-down, email distribution, etc.) Analytical gather information about customer activity for developing contact scenarios and scheduling contacts.
Strategic use of data about customers, competitors, markets, market offers and other information to determine the target audience and search for the best marketing strategy. Combined usually use operational and analytical data, for example, in one of the following ways:
To answer the question: "What information is needed" best of all will be able people who communicate and interact with customers to service, marketing and sales, as well as those who make strategic decisions in the CRM system.
So, a direct-marketer planning an advertising campaign through an email newsletter will want to learn CTR and CTOR for past advertising campaigns with a division by target market, performer and offer. Such a marketer also needs email addresses, a greeting preference (name, dear) and information about what is best to use: html or plain text.
A senior manager who makes strategic CRM solutions needs a different set of data: target audience, market segmentation, competitor analysis, and more. In other words, the choice of data to be collected depends on how and for what it will be used.
In most cases, this is the following information:
Internal data can be collected from various sources:
Compiled list data collected by bureau lists or list providers. Such companies collect information from various home, business and government sources. For example, in tax reporting, annual reports of enterprises and warranty cards. This information can be both bought and rented for a certain period.
This service is useful if you, for example, want to move from sales of sportswear to selling dance costumes and accessories. In this case, the bureau lists for your order will look for such data:
A more complex example is the European Value Study Project and the World Value Study covering 100 countries and 90% of the world's population. With the help of empirical and subjective data (from questionnaires), scientists study cultural differences, global sociocultural and political trends, religious beliefs, and much more.
Hierarchical database. This is a rather old way (model) of storing and cataloging information that was popular between the 1960s and 1980s. Such a model can be represented in the form of a family tree, where a child can have only one parent and as many children as he wants. Access to information in such databases can be obtained by moving from the upper to the lower levels and only in this way.
In this case, the store enters information in several databases (tables):
Marketing content. Collect information using your own relevant blogs, sites, groups in social networks and channels on video hosting sites. In this case, data is collected by subscription or registration.
Directories. Using data from reference books, online directories, listing users on competitors' sites, “yellow pages” of chambers of commerce and the like. If these are online catalogs, then this method of data collection is simple, but tedious, if paper-based is tedious and time consuming.
Third-party mailing lists. Use a third-party CRM database to send emails on your behalf. So you can save a lot if you need one-time mailings, and at the same time there will be no problems with compliance with the laws on personal data.
Social networks. Facebook, Twitter, Instagram(how to build a mobile app), LinkedIn(how to build a social networks) and other social networks are a great tool for finding new customers, since about 80% of the world's population have an account with at least one of them.
Events. Organize any events and collect participant data. Quite an old way, but it works fine in the era of the Internet, especially if it is a specific target audience (art, luxury, big business, etc.).