Customer data - how to create a database and where to get information?

Service Business

Getting to know the customer is very important, especially when we plan to do a personalized advertising campaign. For this purpose, it is necessary to conduct marketing research, analyze customer behavior and collect data that can then be used to create a marketing strategy. Only such a strategy can be effective and bring about the intended results. How to get customer data? Find out about our tips on where to get the data you need and how to use it.

How to collect customer data?

A properly prepared customer database can be of key importance for your business. If we know what the client is interested in, what their preferences are and what they react to, it will be easier for us to create a campaign tailored to the needs of the recipients. That is why it is so important to create appropriate database creation procedures and its gradual expansion. Building a database can be described in the following three steps:

  1. Collecting all data in one place - collected information about customers is usually scattered in many places. It is important to collect them all into one file and check what data we have and what information is missing. This will make it easier for us to work later and help us find ways to obtain specific information.

  2. Standardization of data recording - how we will save specific data is of great importance when using them later. Various recording methods cause problems when searching or modifying the database. You can set any form of recording specific information, but you have to consistently stick to it and not change it every now and then.

  1. Division of the database into groups - regardless of what message we are going to create for the client, the database should be properly divided into groups. Selection can be made according to gender, interests, age or preferred way of shopping. The choice of the category depends on what data we need about the customer and how we will use it later. In addition, such selection allows for the appropriate selection of the level of customer service in relation to the value it represents for the company.

Compliance with these three steps is very important so that the activities carried out by the company are properly tailored to the needs of the recipient. Such prepared data about the client will facilitate contact with him and will allow to achieve the highest level of service. Thanks to the personalized offer, the client knows that we know his preferences and that we are thoroughly prepared. Such an approach makes him more likely to stay with us for longer, and that's what it's all about.

Where to get customer data?

The necessary data about the client can be obtained thanks to the following methods:

  • Analysis of purchase history and website traffic - if we deal with online sales, it will be a simple and relatively cheap solution, although you must be able to use it. When you run an e-commerce business, you get a handful of information about the customer with every purchase. First of all, about his place of residence, gender and the products he bought. These three pieces of information can be used to create a pretty good initial segmentation in the long run.

  • Newsletter subscription form - surely each of us has come across a form encouraging to subscribe to the newsletter. If well thought out, it can be a great source of knowledge to expand our customer database. People who decide to subscribe to the newsletter are probably interested in our offer and there is a high probability that they will use it again. Remember that the effectiveness of the form largely depends on the way it is displayed to the user and the benefits that will be offered in return for entering your e-mail address. It is good to consider what could induce our client to make such a decision. Below we can see a form from pixers.pl offering a discount on the first purchase.

 

 

  • Customer questions and complaints - of course, everyone would prefer that there is no complaint and that all customers are satisfied. However, if it does, it is worth learning some valuable tips. If we know for what reasons the customer resigns from the purchased goods or what makes him not satisfied with our services, it is much easier for us to eliminate errors. The same applies to questions that customers ask us.By collecting this type of data, after some time we can find out what is missing in our offer or what changes we should introduce in it.

  • Use the tools available on Facebook - if you run paid campaigns on Facebook, you can obtain additional customer data by selecting the option Acquiring contacts.

 

 

Thanks to this option, you will prepare a subscription form, in which you can specify the data you want to ask the user for. The displayed ad will look like any other, but when you click, the previously created form will open.

Compiling a detailed database takes a lot of work, but you should spend some time creating effective high-conversion campaigns. Thanks to the methods presented above, you can obtain basic data about the customer, which will help you in creating a personalized campaign from the very beginning. However, it is worth constantly looking for other, new sources from which such data can be obtained and used in your activities.