| You may
not realise it, but you have already collected information that will
allow you to understand your customers better. From data contained
within your existing databases, it is possible to identify both specific
individual characteristics and group patterns and trends. Once you
have highlighted and understood these patterns, you can begin to talk
to each of your customers individually, and get right to the heart
of their own specific needs.
I can now help you plan a targeted Customer Relationship Management
(CRM) Programme. Out of necessity, this will involve the use of
third party services. These may include the design/production of
direct mail campaigns and/or mail order catalogues, in/outbound
telemarketing or the development of e-commerce websites and email
campaigns. Whatever external services are identified, I shall use
my experience to help you identify the best suppliers and negotiate
the best prices.
Once I understand exactly where you are and exactly where you aim
to be, we can investigate your customers, incorporate your existing
methods and put together a CRM Programme based upon existing customer
retention that will help you to achieve these objectives. For those
with an existing catalogue you should consider joining Abacus
a list source for compatible data with your own.
Finally never forget your bank is in business to make money. So
no matter what deal you may be flattered to receive, it is in their
interest to make it rather than yours to receive it. Apply the same
logic as they do, belt and braces - be sure you will achieve your
objectives before committing yourself. Remember they can pull the
plug whenever they like and offer no quarter for sentiment. For
some guidance on financial gearing you should read
this pdf file.
|
