Having a relevant, structured and organized customer database is a significant competitive advantage for any company. The more sales teams know their targets, the better they will be able to meet their needs and requirements. The best means to collect and record relevant information about customers must therefore be deployed. And among them are customer files .
What is a customer file ? What is the role of a customer file? What does a customer file contain and how to create it? Find the answers to your questions in the rest of this article.
What is a customer file?
The customer file is a document that lists all the information about the company’s customers. It includes basic information such as name, first name, age, gender, contact details, etc.
But in the customer file we also record all the data that can help maintain a good commercial relationship . Sales teams refer to this database to decide on the best commercial and communication strategy to adopt. With the aim of strengthening customer trust and commitment to the company.
The customer file is also known as a customer portfolio or customer database . It should be distinguished from the prospect file or prospecting file which is the document that lists information concerning the company’s prospects and leads .
It is also necessary to distinguish between a customer record and a customer file . Just like a prospect record, a customer record lists information concerning a single customer.
This is why customer and prospect files are called sales tools and not marketing tools . In marketing, information is never treated individually, but rather by segment.
What is the point of creating a customer file?
Having a good customer file allows you to:
- Choosing the right communication strategy : sales teams know customers’ preferences in terms of content and communication channels. They can therefore direct their communication in this direction to attract their attention.
- Better choose a sales strategy : sales teams deduce customer behavior based on several actions. In particular, their actions on a website , on their transaction history , their preferences in terms of products and services, the frequency with which they buy , their budget, etc. They can therefore offer them the offers that best match their needs to satisfy them and generate loyalty . And this, by improving their customer experience .
- Save time : A well-structured and organized customer file makes it easier to find and update specific information.
- Know your customers better : the more a company knows its customers, the more it will improve its performance. It has everything it needs to know to anticipate and respond to their problems as best as possible. An advantage that its competitors do not have .
- Managing customers well : A company can, at any time, find out about the structure of its customer base . How many are there? Do they have high business potential or not? Who are the best customers? Etc.
What information to collect?
A good customer file must include personal , action and reaction data.
1. Personal data
Personal data is that relating to the profile of contacts .
In B2C , they correspond to:
- Name
- First name(s)
- Age
- Sex
- Address
- Phone number
- CSP Category
- Position held and name of employing company
- Consumption habit
- Purchasing behavior
- Marital status and household composition
- Date of contact with the company
- Project
- Budget
- Origin of contact
In B2B , personal data refers to:
- Sector of activity
- Company name
- Legal status
- Size and number of franchises
- Turnover
- Financial indicators
- Known competitors
- Situation in the sector
- Name, first name(s) and position of the contact in the company
- Date of contact with the company
- Origin of contact
2. Action data
Action data is nothing more than the history of interactions between the customer and the company . We can cite mailings , appointments, phone calls, etc.
3. Reaction data
Reaction data is customer behavioral data , relating to the customer’s journey through the business.
What was the customer’s reaction to the company’s last marketing campaign ? What products/services did this or that customer buy, how many and when? How much does this or that customer transact with the company? Etc.
Note: These lists are not exhaustive. Any information is welcome as long as it helps sales teams and the sales manager of sales management software identify customer needs and refine the company’s marketing strategy .
In which tool should I create my customer file?
For a business that is just starting out and has few clients or does not have much ambition to grow, a solution like Excel or Google Sheets may be sufficient.
However, a customer file is more than just a list of email addresses and phone numbers. It must be regularly updated , include relevant customer information, and allow for effective segmentation. This is where the benefits of CRM software come in.
Among the many CRM software available on the market, Teamleader Focus stands out for its advanced features and ease of use.
It allows you to centralize all customer data in a single database, making it easier to use and update. The software also allows you to collect new customer data , such as interactions with the company on social networks or events they have attended. This information can then be used to segment customers based on their interests and purchase history.
Next, CRM software allows you to automate certain tasks in customer relationship management, such as creating reports or sending personalized emails. Teamleader Focus also comes with a sales tracking tool, which makes it easy to visualize the sales pipeline and identify sales opportunities to be seized.
Nowadays, it is quite easy to find a way to collect customer information. Here are some examples and actions for a solid database :
The satisfaction questionnaire: this is the best way to collect the maximum amount of information about customers. And to obtain relevant and useful answers, the questions asked must be targeted, clear and precise. The questionnaire must also be pleasant so as not to bore customers.
Creating a customer account: offering customers the opportunity to open an account with the company, whether online or on-site, can help obtain socio-demographic information about them.
Games and contests: Games and contests with prizes always arouse people’s curiosity. They not only help acquire new leads but also retain existing customers . And during registration, they are asked to provide a certain amount of information such as contact details , status (new customer or not), preferences , etc.
Newsletter subscription: Newsletter subscription systems allow you to collect your name, first name, email address, age, gender, preferences , etc. You just need to make it clear to customers that the information they provide can help the company offer them content that is tailored to their needs.
Events (trade fairs, exhibitions, etc.): customers interested in the services and products offered by the company are often asked to provide their name, first name, contact details and professional activities in a short form . This is so that the company can contact them later.
Sharing free content: this is one of the most popular prospecting marketing strategies at the moment. The company offers customers free content with medium or high added value in exchange for some information about them.
Whatever technique is chosen, it is always necessary to act in compliance with the General Data Protection Regulation ( GDPR ). This is the set of rules that govern the collection and use of personal data in France . Broadly speaking, the texts stipulate that all those who collect the personal data of others must be transparent regarding their use and processing. They also stipulate that the use of data must be regulated and limited in time to prevent abuse.In addition to this, the concept of Opt-In is also very important in terms of data collection. This refers to the concept of consent. The company must not send promotional emails to its customers or prospects if they have not previously consented to receive them. The same goes for any follow-up email, loyalty email, etc. What you have to understand is that collecting customer data is based on a give-and-take system. Nothing is free, there always has to be something in return. We should therefore not hesitate to inform customers of the advantages they could benefit from by providing the information requested.
What are the steps for creating a customer file?
Find out below the steps to follow to establish a customer file.
Step 1: Define the objectives of the customer file
A customer file can be used for:
- Create personalized promotional offers for certain categories of customers;
- Retain a group of customers;
- Promote the business;
- Develop a sales prospecting schedule ;
- Facilitate the search for information and the identification of customer needs.
The list is not exhaustive. It is important to define the purpose of the customer file precisely and clearly.
Otherwise, it will be very difficult to figure out how to organize or structure it, what should go on it, etc.
Step 2: Create the customer file
Once the objectives are well defined, it is necessary to start the actual creation of the customer file. Customers must be segmented according to their status within the company to facilitate the reading of the information. We can distinguish 3 types of customers :
- Those who have already had contact with the company, but have not yet taken action;
- Those who buy occasionally (at least once);
- Those who come back regularly (multiple purchases).
After categorizing customers, it is necessary to structure, organize and prioritize the information concerning them.
There is personal information , action information and reaction information. They must be complete, useful and relevant. Do not hesitate to go into detail if necessary.
Step 3: Identify resources
After having defined the broad outlines of the customer file , it is necessary to move on to collecting the information to be entered in it.
To do this, salespeople can use existing systems such as loyalty programs , browsing history on the company’s website , quote requests , etc.
But they can also, if necessary, invest in other solutions such as satisfaction surveys , competitions , etc.
Step 4: Choose a data storage software
In the case of a VSE or SME that does not manage many customers or that has just entered the market, Excel or Google Sheets can do the trick.
But for a large company with a large customer base , it is necessary to use powerful and efficient software .
Step 5: Boost marketing and sales teams
Once everything is in place, all that remains is to educate the sales and marketing teams so that they can do their best. They must analyze the sales process , identify the information to be collected and familiarize themselves with the chosen tool.