To avoid serious customer mistakes

You know one way to earn money? Try not to lose it by making a serious mistake. Think of studying your customer database as an insurance policy, one that pays out when you avoid charging a penalty fee to one of your best customers who has made large purchases from you. Learn what is going on inside your company, so you can avoid the situation of two different sales reps calling on the same customer, each one with a different price for the same product....

To reactivate customer purchases

We've said it before, but sometimes customers need a little prompting, just a little reminder that your company still exists. Earlier in the miniseries we talked about autoresponders. These automatic marketing methods can be employed to regularly send out Christmas cards as shopping hints, birthday and anniversary congratulations, and off-season promotions. As long as you keep your database updated, you should receive a favorable response.
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To deepen customer loyalty

Build a database and you will be building a community. Use your database to generate ongoing interest and enthusiasm by remembering customer preferences. "But wait the entire company operation is just me," you say? Not a problem, because you can use membership software and special programs to send your customers appropriate gifts, discount coupons, and other goodies.

Some companies who are skilled at database marketing, are earning...

To decide which customers should receive a particular offer

Okay, so here you are sitting pretty on top of a big database of customers and their detailed history of interactions with the various departments at your company. What do you do now? What next? The answer is you never stop looking for ways to delight the customer, by sending them more specific and targeted offers for your product or service. The main idea is to reuse your existing data by selling, up-selling, and cross-selling....

To identify prospects

Unless you are satisfied with spending $3 million dollars for 30 seconds of television time during the 2009 Super Bowl XLIII in Tampa Bay, let's stay away from the mass marketing approach. Instead, dedicate your marketing budget towards a more focused effort of identifying your potential customers. What usually happens is you generate sales leads by advertising your product or service to a specific group of the mass population (to your target market, not mass...