From the course: Customer Retention
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Leverage customer data
From the course: Customer Retention
Leverage customer data
- A few years ago, the owner of a small local restaurant came to me and explained that while they were busy, the business wasn't growing. So I asked them about their customer database and I asked them about their retention efforts. What I found was they were non-existent, so we created a very simple system for capturing customers' names and information. And just four short years later, they had over 6,000 customers on file. Those customers have gone on to become the lifeblood of this business, and of course, they expanded beyond just names and email to capture some of the data we're going to talk about now. I believe all businesses need to capture at least two very specific types of data to engage in customer retention, and those are, first, demographic data, who they are, where they live, how do you reach them, perhaps their phone, their email. And secondly, purchase behavior data, and this is really the most important…
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