CRM system: use customer data to sell more

In a Customer Relationship Management, CRM system, you store useful information about your customer. This allows you to send a personal reminder at the right time or make a targeted offer. Read on to find out if CRM is for you and how to get started.

CRM is about managing your customer relationships. Here, you record basic information and all interactions with customers or clients. A CRM system is an (online) programme. In it, you store information about your customers, for example, their email addresses and orders (obviously, with the customer’s permission). And notes on your conversations and agreements, such as preferences for certain products or questions customers ask you. Cora van der Meijde works at dbf as a customer data expert and shares her advice.

Why CRM?

"You get to know your customers better which allows you to approach them more personally. And that in turn leads to more loyal customers," says Van der Meijde. She gives an example: "Take a hair salon. With a first name and e-mail address, they can already get started. They can send a monthly e-mailing with a discount offer to their customers. Do you also know when a customer last visited? Then send a reminder to all customers who have not visited for 2 months, for example. This way, you bring positive attention to the hair salon regularly and customers will come back." She continues: "Another example is a bicycle shop. Your customer has a maintenance appointment. A day before the appointment, you send them a reminder (a text or WhatsApp). Great for the customer and for you. With a name and phone number, you can already offer extra service."

Disadvantages of CRM

"Purchasing and maintaining your CRM system costs money, time and attention. Think for instance of updating data and implementing customer requests not to receive mail. A request for removal from your file is something you handle carefully, especially when someone dies."

Getting started with your own CRM

Step 1: Determine your goal

"Determine your goal before collecting customer data. Below is an overview of different goals. We will stick with the hair salon example but you can also use most of the examples for business customers."

 

Step 2: Think about what customer data you need

"Think about what customer data you need for your goal. Below you will find the overview completed with examples of customer data for the various goals. You can start with a name and e-mail address. Gradually supplement the customer data with, for instance, address, date of birth and purchase history. The more data you have, the more you can personalise and combine."

 

Step 3: Know how to protect customer data

You work with personal data, so you need to comply withGDPR and privacy legislation. Demonstrate your compliance by creating a GDPR processing register, showing what personal data you use and why you use it.

Step 4: Devise your follow-up action

"Below you can see the overview completed with examples of follow-up actions to achieve your goal."

Step 5: choose a CRM system

"You can start in an Excel document, but we advise against it," says Van der Meijde, "because Excel is not made for it, it is a calculation programme. If a CRM system is too big an investment for now, start collecting data in your checkout or booking system. If your system has that capability for storing customer data, purchase history and emails.

When doing preliminary research, pay attention to the purchase price (one-off or monthly fee). And whether it connects to your other systems, such as your cash register, logistics, inventory or invoicing system. In addition, check whether the data can be easily imported or exported. Ask for a demonstration of the system or even better: ask to try it out for free for the first month."