Thursday, September 17, 2009

12 keys to succesful CRM and database efforts

A number of years ago, I wrote several pieces on what's needed to ensure that database marketing has a solid foundation. I wanted to re-publish this list because I think the principles are as sound today as ever.


1. Understand that successful database marketing is not a technology issue.

2. Draw a picture or process diagram of how the marketing database needs to work.

3. Focus on any output that will be used outside of your direct control.

4. Develop an effective customer contact plan.

5. Do not equate multi-channel, integrated, direct marketing with either direct mail, nor with telemarketing or your social media efforts.

6. Build the database manually first, before you automate it. The history of database marketing and CRM efforts is replete with stories of the best marketers actually using card files before they automated the functions. Strategy, process, metrics and execution are more important than the software.

7. Collect only data that will absolutely be used in the next 12 months.

8. Be rigid, not flexible. Your potential users will come up with many wonderful ideas. Hold firm as you start.

9. Use a simple proven solution: Software as a service (aka, "cloud computing solutions"), for example, may be an ideal vehicle.

10. Centralize all data entry, and validate outside input files.

11. Build and refresh your database on-line with information from your Customer Management Center, your social media channels and customer insight work.

12. Build a prototype -- not a pilot. Leverage the power of naming, in other words. The value is in the learning from this forray into building your database; don't let what you call it give any internal opponents the fuel to jeapordize the outcome.

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