MANUAL

Final analysis

The main aim of data based activities is collecting information about the clients and tailoring the offer to their preferences, which has a significant influence on their satisfaction and as a result their loyalty. Proper questions included in coupons, questionnaires will help us to solve several problems because the answers received will facilitate the process of building client’s relations:

Who is our Client? Where does he come from? What is his age?
How did the promotional campaign develop? - The time schedule of incoming applications could indicate periods when it makes sense to conduct promotions.
Were the prizes attractive? – a significant interest, sending orders for a given prize several times could help us to understand better clients’ preferences.
Product questions can help us to understand clients’ opinions about our products or products of the competition.

In order to use advanced tools of direct marketing the database should meet the basic requirements:

database is constructed as a result of a long-term strategy,
data contained in the database is constantly updated,
data entry is subject to a quality control process,
Data contained in the database helps to define precisely customer’s preferences,
database was build in accordance with the Act on Data Protection

If we don’t take into consideration the problems described above our database may become a major cost source. The mistakes that it contains have a direct influence on the quality of our message to the client and at the same time on company’s image and reputation.

First symptoms of problems:

Wrongly addressed correspondence, mistakes in names, streets
Huge amount of returns, wrong addresses
Cases of sending several identical letters to the same address
Increase in the number of complaints

In order to avoid these problems we should rely on specialists who will properly design and implement the process of database construction according to your preferences.

Would you like to know more? Contact us: biuro@scientific.pl