Laying The Groundwork For A Client Database

Laying The Groundwork For A Client Database

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Client databases are not 'plug and play' for a successful implementation there is a little bit of planning involved. Luckily we've put together this simple guide. It covers all the steps you need to take to ensure your client database set up is done correctly.

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 totally okay, 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 - Investigate How The Data Is Currently Managed
Your investigation should be concerned with the data which impacts your primary objectives. Approach the research with an open mind (non-judgmental attitude) and you'll find your team is more forthcoming. If your staff are using excel and outlook to store data ask them why they use those 2 systems? What are the benefits and if they have any ideas to improve the data management? This line of questioning should lead you to the features your staff would really like to see in a new system and any obvious inefficiencies' that could be creating problems in your business.

Any client database you implement should support your staff and make their life easier not harder. By asking them what they like about their current processes and getting them to suggest improvements you encourage them to 'buy into' the new system. This is an important part of change management. When you make your team part of the solution they will be committed to implementation success rather than fighting the change.

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.

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.

In this situation beware of the large multinational software providers, they tend to treat smaller clients with a one size fits all approach. They offer poor customer support. For example every time you contact them for help you end up speaking to a different operator (who is usually inexperienced) rather than someone who knows you company and what you set out to achieve with your client database.

If the system you need doesn't exist, 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 stick to the primary objectives when making changes and learn to live without the 'nice to have' features.

About the Author:
Troy Netreba has helped hundreds of companies implement business automation technology in over 20 years in the industry. For his highly customizable and user friendly client database software go to: http://www.picrmsoftware.com.au/



Article Originally Published On: http://www.articlesnatch.com


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