Managing Customer Data for Small Businesses

In order to maximize CRM’s capabilities in managing customer data, we need to consider the important aspects of data management such as data gathering, organizing, updating, amongst other things. We’ll take a look at some of the data management strategies used by successful business owners and how we can apply them using Small Business Dream CRM.

Decide What Information to Collect and Store

When it comes to data collection and storage, we only need what’s essential to making the sale and how to get them to that point. It makes perfect sense, since we are dealing with large numbers of prospects and customers, and we don’t want our customer database to be cluttered with useless data.

The following customer information should be your top priority:

  • contact information (email, phone number, social media account)
  • location (address, country, time zone)
  • personal information (name, sex, age, date of birth, occupation)
  • transaction history (notes about recent customer engagements such as calls, emails, text messages, surveys, etc.)

Most people will have at least three ways of communication – email, phone number, and social media account. Communicating with prospects and clients by phone may seem old-school, but it still ranks as one of the best methods of sales conversions.

Email and social media accounts of your customers enable you to collect more information about them through surveys and customer feedback, as well as educate and communicate with them through automated and semi-automated messages.

Other information about the customers can be used as well. Countries and time zones lets you know when the right time is to make your scheduled call. Holidays, birthdays, and personal milestones helps maintain customer loyalty by adding a personal touch to your messages.

Of all these information about your customer, the transaction history will make up most of your customer data as they will be constantly updated each time you interact with them. Salient points from every phone call, text, email and social media message must be diligently put on record in order to stay on track with every customer.

Small Business Dream CRM has a place for each of the four types of information. Its Contact Manager has a very intuitive way of looking up every customer information, and is seamlessly integrated with other useful features such as the Action List, and the Survey Engine.

Adopt an Efficient Way to Collect and Store Data

Collecting information from prospects and customers is one of the most time-consuming aspects of managing customer data. With the advent of CRMs in business, companies have been able to collect customer information more efficiently through sales and marketing automation.

Nowadays, it only takes one, easy-to-use, simple CRM to collect customer information in a snap. Small Business Dream captures all the information you need from your customers through the Client Acquisition tools. This can save you many hours collecting and typing all the data by yourself – possibly losing it in the process.

Typing customer information on the fly is also very efficient with Small Business Dream’s user interface as it allows salespersons to add notes about their customers in more ways than one, i.e., through the Action List, Contact Manager, or customer feedback.

Centralize Customer Information for Quick Access

Salespersons should be able to access customer data, all in one place. Some companies make the mistake of having different salespersons collecting and analyzing different types of information from prospects and customers. Since only a particular data is available to some, this might create gaps in communication which either makes it too generic or completely miss the intended audience.

Getting full access to customer information, including records of previous customer engagements allows salespeople to stay relevant with them and avoid repeating the same action with a customer over and over again.

Having all the information about the customer in one app means salespeople can get back to their customers and continue where they left off. The Notes function in Small Business Dream’s Contact Manager gives a full history of all the customer engagements they have with a particular customer, each note time-stamped and arranged from the most recent ones for easy lookup.

Have a System for Sorting and Prioritizing Contacts

Salespeople waste a lot of time calling up random contacts without doing research or even getting to know their potential prospects – what they want, who they are, or their business. This type of scattered approach could mean a lot of missed sales opportunities.

Small Business Dream can deal with these situations and makes it easier for salespeople to take action by simply following the system.

Here’s how it works:

  1. Sorting contacts based on priority. Small Business Dream’s Action list sorts out customers based on their priority score (some CRMs use the term ‘lead score’). High-yield customers and patrons provide most of the company’s revenue, thus putting them on top of the list whenever a scheduled call, email, or social media message is due. New opt-ins and potential customers are considered high priority as well. Low priority contacts are dealt with afterwards. However, it’s important not to pre-judge and link up with all your prospects and customers regardless of their priority score as they could turn up into high priority contacts later on. Once the Action List is empty, you’re task is done for the day.
  2. Setting priority scores. Small business owners can only do so much with their limited time. Hence, they must be able to evaluate and set priority scores for each client to maximize their use of time. Small Business Dream’s Contact Manager contains a lot of tools that allows salespeople to make a quick assessment of potential clients. The Notes section in the Contact Manager contains all the useful information about the customer from phone calls, emails, social media messages, and answer to survey questions which serve as a guide for sales people in giving their priority score (scale of 0 to 10 from highest to lowest).
  3. Segmenting your contacts. The Contact Manager also has a feature to segment your contacts for your email campaigns, newsletter subscriptions, and regular updates about special events, promos, and discounts. With this feature, you’ll be able to stay top of mind to your customers with very little effort using sales and marketing automation aimed at specific type of customers only.

Take your business to the next level through sales and marketing automation. Visit and start using our suite of tools to increase your sales and profitability like never before.

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