A focused half-day session giving delegates an insight into the business benefits of using an integrated customer database to maximise opportunities and profit; together with an introduction as to how to create one.

Aim

Those businesses that can have a face to face dialogue with their customers do not always realise the importance of organising and using the knowledge they possess. That knowledge may already be on a computer system, perhaps in an accounts package, or in a salespersons memory. This seminar will aim to show the business benefit of bringing all that data together and how it can be transformed into useable, profitable information.

Objectives

At the end of this seminar participants will be able to:

• Understand what database marketing is and the implications for their business
• Be aware of how customers buy and the benefits of customised communication
• Review their own customer records and institute a segmentation process, which will allow them to save money, anticipate customer trends, avoid duplication and cross sell other products
• Choose a software package and establish a selective database
• Know the communication differences between direct mail and door to door delivery
• Be able to look at the overall range of publicity opportunities and how to take advantage of them.

Training Methods and Duration

A formal seminar presentation, using multimedia projection from a pre-programmed lap-top computer and supported by an easy to follow set of notes. Examples of database requirements will be simulated and two types of software used to demonstrate the different types of solution available. The seminar will commence at 8.30 am or 1.30 pm and run through until 12.30 am or 4.30 pm.