You’ve got customers. You’ve got customer data. You might even have a CRM. But are you making the most of the potential gold at your fingertips? Or drowning in a sea of data? Get smarter with your data here.


How to make your data smarter? Learn from the best in the biz with these top tips:

  1. Ask why. Before you start collecting data, ask why – what are you going to do with it, how are you going to use it? There is no point collecting customer addresses if your communication strategy is online. And no point collecting phone numbers if you never plan to use SMS campaigns. Focus on your desired outcome, then capture the data that serves this best.
  2. Be consistent. Whether you use an Excel spreadsheet, a proprietary software package or a monster CRM, the quality of your campaigns will only be as good as the data you save. Make sure your fields are consistent, definitions are clearly understood by everyone in your business who is capturing data, and that you request the same data all the time. You’ll spend less time and money on duplications and bounce-backs, and have more usable customer data if you set clear parameters first.
  3. Make it simple. Remove the hurdles for customers to input their data. If you’re using an online form, predictive text or pre-populated fields minimise their time. If you’re requesting phone numbers, ensure that field automatically populates the numerical keyboard. If you absolutely need email addresses, make it a mandatory field. More time spent in the development stages can reap great rewards in response rates and quality of data.
  4. It’s called Relationship Marketing for a reason. Now that you have this data, use it! If a customer has provided their contact details, they expect to hear from you. Don’t spam them, make sure your message is relevant and timely, and keep it short and sweet. Provide response mechanisms (Contact Us, social media links), and scrutinise your campaign results to find the hot triggers in content, timing and offers. Then deliver.


Keen to boost your business further? Check out our haven business hub. With industry experts, hot tips, proven strategies and networking opportunities, it’s your FREE resource to take 2015 by storm. Don’t miss our inaugural breakfast event for 2015 – Time Management & Facebook Marketing.


Courtney Robinson

Courtney Robinson  

Courtney Robinson is a Gold Coast mum, passionate foodie, whole foods recipe creator and personal trainer certified in holistic digestive health and nutrition. Follow @athletist_ or visit athletist.com.au for recipes, workout tips and training hacks.