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Quality of Database
Your relationship marketing program is only as good as the quality of your database.

There are two key factors that you have to focus on to build a customer database for your organization - the quantity and the quality of the database.
  1. Quantity: You need the numbers. You have to painstakingly build up a database of customers every time a transaction takes place
  2. Quality: You need the right information about the customers in your database and it can be as detailed and comprehensive as you would like it to be.

A customer database is basically a collection of customer details. But, the database that serves as a basis for your Customer Retention programs has to go beyond mere demographic and geographic data. The database should have the necessary purchase details to study buying habits of your customers.

A good database should have a complete history of each customer’s purchase pattern, organized in such a manner that it can be easily queried using software tools. But, databases cannot be created overnight and neither is there any end to the process, it is a continuous process. Databases are built one name at a time, and information on each customer’s purchase pattern has to be constantly updated.

What did the customer buy, quantities purchased, what date did the transaction take place, how much did the customer spend, how did the customer pay, and so on. This type of micro-level data has to be collected every time a transaction takes place. Gradually, over a period of time, the customer history and purchase pattern develops within the database.

Customer Databases can be created either by the organization itself, or the task can be outsourced. If you choose to build it yourself, an organization has to be willing to commit time, manpower, technical resources and money. You also need the right software to define the structure of the database, to query the database, to retrieve information and to generate reports in the required formats.

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