In any business, regardless of its activity, customer data is of paramount importance. These days, these files are computerized. Indeed, they are included in business management software , or even in invoicing and quoting software . Thanks to these files, the company can increase its revenue , as they represent an excellent tool marketing . Creating an effective customer database is therefore essential for the successful implementation of the organization's sales strategy
What is a customer file?
A customer file is a list of information characteristic of a prospect or customer. It contains their contact details, orders, and even messages exchanged on social media. It is a valuable document for a company, as it allows them to know how to interact with the customer/prospect.
What are the advantages of having a customer file?
The customer file can be of great help to business leaders for the following reasons.
Save time
Customer data is centralized in one place. This makes it easier to find information about a specific customer. The same applies to contact details updates .
Analyze the customer base
Customer consumption habits are recorded in the file. This allows you to benchmark yourself against the strategy you will use to convince them to buy a specific product.
Improve communication
Databases and information useful for mailings can be easily exported . This will make it easier for the company to personalize the emails sent to customers.
Establishing a good business strategy
By understanding the client's needs, budget, and usual purchases, the company can provide relevant offers. The company can use basic software like Microsoft Excel to list information . Dedicated programs are also useful, but they often require some time to learn.
Regular updates are essential to ensure you don't misjudge current customer needs. Furthermore, combining customer file management with simple relationship customer activities (invitations, gift certificates, etc.) will artificially inflate customer loyalty.
What does a customer file contain?
The data to be included in the customer file depends on the company's sector of activity . However, it is essential that the files contain the following basic data :
- type (client or prospect),
- first and last name,
- sex (male / female)
- address
- date of birth,
- date of initial contact,
- phone,
- e-mail,
- website,
- origin of contact (source),
- revenue generated,
- order history
- contact history
- Loyalty card: number of products consumed,
- commercial actions to be taken
- dates of telephone interviews
- desired project
- budget,
- other remarks.
In any case, you must be very clear and precise when entering information .
How to collect information to put in the customer file?
Information is collected when a new customer makes a purchase . The customer may also provide their contact information when requesting a quote or completing a purchase order . Furthermore, they may provide it during sales meetings or give it directly to the company.
Regarding prospect data , collection can be done by setting up games or contests, for example. Alternatively, the company can create an online form or invite prospects to design a loyalty card .
How do I create an Excel customer file?
Creating a customer file requires certain strategies to ensure well-organized and complete information . The company must therefore consider 5 essential points.
1. Gather existing data
First, you need to gather all the data contained in the customer contact book, activity calendar , or billing file. Then, you need to put it into an Excel file. This file contains different tabs that allow you to gather all the information in a single file.
2. Define the customer's purchase frequency
The company needs to determine its customer's/prospect's purchase frequency to analyze quotes and their conversion into contracts. Managers then need to know if the customer buys something monthly, annually, or daily. If they buy 2 to 3 times a month, monthly analysis of the customer database is recommended. If purchases are infrequent, quarterly analysis is the most suitable.
3. Compile the data and fill in the file.
In an Excel file, the company can compile its data by proceeding as follows:
- List the clients.
- Fill in and copy their characteristics : for an individual, the necessary contact details are the email, postal address, profession, age… While for companies, the information to remember is emails, addresses, telephone number, turnover and number of employees.
- Complete the customer purchase history for the last 3 years. For each period, clearly note the number of purchases and their total amount.
4. Analyze the data
Using automated functions in Excel, the company can easily identify:
- The number of active customers : total or periodic.
- Customer identity : their seniority, loyalty, and purchase frequency. This data allows the company to identify its most important customers based on their sales volume.
- Customer purchase frequency : their average basket size, the time since their last purchase…
- The seasonality of the company's activity : the months with the most work, its evolution over the year…
5. Target the actions to be taken
An customer file can help the company easily identify customers who meet the criteria deemed important. Once the file is in place, the company must take certain actions to contact them .
- to try and win back its former customers who had become inactive
- its customers who have smaller shopping baskets , in an effort to introduce them to new products and services.
- to invite its loyal customers to refer others by giving them a discovery offer.
Keeping the file up-to-date and analyzing it regularly requires significant discipline. However, it's important to remember that it's a source of revenue and added value for a companyand therefore shouldn't be neglected. In-depth analysis and updates should be performed at least annually.
