How To Lay The Groundwork For A Client Database

Follow this simple guide to ensure you lay your groundwork, choose appropriate database technology and encourage your staff to embrace the coming changes. Phase 1 - Define Outcomes and Objectives Before you implement any company changes you need to ask yourself 'what am I trying to achieve?'. An example objective might be to increase repeat business in medium value purchases. In this case you might find that your sales team give a lot of attention to the initial sale but don't follow up customers for repeat business. To solve the problem with a client database you could focus on a system to capture client info after every sale and devise a 'repeat business schedule'. This might include automated emails with special offers and a follow up call calendar for your staff to adhere to. The above example is very specific and detailed. Your objectives may be broader, such as: to track sales results, improve staff efficiency, to identify and eliminate problem customers. This is fine, so long as you are clear on exactly how this benefit can be achieved using a client database. You can also have more than 1 main objective, however choosing more than 3 will cause problems. If you have many desired outcomes break them down into 'essentials' and 'nice to haves'. And then list them according to priority. Realistically if your list is more than 12 items long you won't find a system that offers every feature you want but by deciding your priorities in advance you can select the system which offers the best possible fit. Phase 2 - Research How Your Data Is Currently Managed Aim your investigation squarely at the data which is most important to meeting your key objectives. And in the process try to be open minded (and non-judgmental), it will make your staff more co-operative. Whether your staff are using excel, outlook or even relying on an old fashioned Rolodex, make sure you ask them why they use those methods, what they like about them and finish with what they think could improve company data management You should be able to identify features your staff would appreciate in a new system and flag any obvious inefficiencies' that should be avoided. Change is a funny thing, sometimes your team will instinctively resist change even though all the evidence shows that the changes will make their life easier in the long run. By including your team in the client database set up and selection process you encourage them to buy into the new software. Instead of fighting the change their attitude will be more like 'I had a say in this change so I better make the most of it'. This will mean a much more successful uptake and overall implementation. Phase 3 - Selecting The Best Client Database For You You have your list of objectives, you have your staff input and now all you need is the system to make all your dreams come true!. Yes, shopping for technology can be fun but keep your objectives at the forefront of your mind when evaluating potential client databases. Don't allow yourself to be distracted by cool 'state of the art' features that aren't directly relevant to your desired outcome. Although I'm loathe to make recommendations about software (as each organization is different) the best fit for around 80% of companies will be a web based client database. Web based systems require less set up, can be used with your existing hardware, are more affordable and typically have more user friendly interfaces. In addition they have higher security and data backup protocols Earlier we talked about getting your staff to 'buy in' to the new technology. Another way to boost staff participation is by having them test run a few systems. Ask them what features they liked, what they hated and how it would change their daily work?. They will be the people who actually use the client database, so any feedback they provide will be invaluable. One final thing to look at before you decide on a solution is the provider themselves. It is not just about the right 'technology' you need a provider who understands your business and can help you meet your business objectives. Look for a provider who can give you the appropriate level of support to achieve your goals and who is knowledgeable enough to show you how to use the system to meet your specific agenda. If the exact system you want doesn't exist yet, then finding a great provider is even more important, as they can help you customize the client database software to meet your specific requirements. Bear in mind customization can be costly, so limit yourself to your primary objectives when making changes and learn to live without the 'nice to have' features.

With over 20 years of experience Troy Netreba knows what makes a good client database, for his very user friendly, affordable and powerful software go to: http://www.picrmsoftware.com.au/