We decided to put in an industry software database. I figured since we have to enter data when we make bookings for customers, we might as well enter it into a database. We keep information such as their passport numbers, their travel preferences, their club numbers. We have been told innumerable times by our customers that they love coming in, being recognised by us and never having to be asked a second time to supply personal information (like they did repeatedly with other travel agents.) This has helped spread the word of mouth and keeps us growing and growing".
Clever Use of Information
"Steve from Orion Cruises said you had a successful customer database marketing campaign. Can you tell me about it" I asked Carole.
"Well Silverseas had a luxury cruise departing Singapore that they wanted to fill. One of the fields in my database is travel preference such as deluxe, moderate, economy. I thought why not target this cruise to the right people? I was able to immediately sort through my customers selecting only those who preferred deluxe travel. They would be a prime candidate for an expensive luxury cruise. I then reviewed the list and sent out 24 letters, personally inviting them to look at the cruise brochure (which I enclosed). I wrote in the letter I thought it was something they'd be interested in. 13 of those 24 people booked the cruise."
My guess - over $10,000 income generated to Carole's agency from a $34.80 investment (24 letters at $1.45 postage).
With the right information in a database, you can target the right product and service to the right customers, instead of bombarding everyone with everything. How clever and thoughtful do you think those 24 people thought Carole was? Wouldn't you prefer dealing with companies that remember you, save you time and are spot on with their information to you?
Points to take from Carole's story
1. Databases are not just for collecting information. What use is it sitting in the computer on the floor of your office or deep in the company CRM system? You keep customer information to use it. To profit from it. To add to your level of actual and perceived customer service.
2. In terms of succession planning or sale, which business would be worth more to a potential buyer? One that has a well-stocked database and can be worked? Or one that doesn't. A database can add substantial value to the goodwill component of your business value. Therefore you benefit twice from maintaining one. As you use it and when you sell the business.
3. Carole saw the opportunity. She had the information in the database. She thought of a clever marketing idea. She targeted successfully. In this day and age like no other, targeting equals success.
4. Database information you keep should also be relevant to your client - not just you. Maintaining only what business they've done with you - is relevant to you, not them.
5. Do you have customer service and relationship building information? Such as family, employment, job type, industry, age, interests? Or does most of this go off to the lender and you don't see it again?
6. Finally, but importantly she didn't do it with email did she? There is still a place for the physical. The ability to place the lovely brochure in someone's hand instead of hoping they'll click on it and hoping they'll right click the place where the graphic should be and allow it to download for viewing.
Written by international speaker and bestselling author Debbie Mayo-Smith. For more tips, over 500 how-to articles visit Debbie's article webpage. 
