Although an increasing number of companies are increasing their expenditure on obtaining information from their customers, there is still a predominance of companies that handle an accumulation of disjointed and obsolete data.

Some keys to creating and managing a good database are the following: Pedro Álvarez highlights the vice of “accumulating little information in the database (only data from the month, not reflecting the management channel or incidents) or, otherwise, accumulating too much information (“I want everything in there”), a scenario that can make it difficult to generate value from the database due to performance, cost or implementation times”.

This is the fundamental question that, in Pedro Álvarez’s opinion, any businessman should ask himself before even making up his base.

Effective control of the database will require the integration of all available data in one location.

Many companies distribute information on different media: software such as Excel, Access, e-mail, diaries… Until now, it was also common for each business unit to have its own data, so that the sales representatives would go on one side and the marketing, administrative or customer service managers on the other.

This scenario makes it impossible to have a clear and compact view of our clients.

The current trend is to centralize all this information on a unified basis.

The base needs to retain sufficient flexibility to modify the model and to enrich it by incorporating more information from various sources.

Both Gabriel Olamendi and Rafael Muñiz believe that the best database “is the one that starts from the company itself, since it is the one that fits the specific needs”.

Anyone can go to the Commercial Register and create a database from this source.

There are also public bodies such as Chambers of Commerce that provide lists of companies already prepared.

There are printed directories, yearbooks, yellow pages, professional associations, sector publications…. Among the alternatives pointed out by Pedro Álvarez to obtain reliable data, four origins stand out: the client’s contracts with the company, the business activity itself (those derived from business operations: transactions, commercial contacts, sales, invoicing) and actions specifically aimed at capturing data (questionnaires, incentives…) The database is a dynamic product that must be subject to continuous revision and updating.

The second mistake is that they enter only those data that they think are important without worrying about getting a good history.

“Many commercials consider their clients their property and refuse to share the data, interpreting it as life insurance with the company,” says Muñiz.

One of your priorities is to safeguard the security of your customers’ data and to ensure that the people or companies you are targeting are not included on the Robinson List.

It is intended to allow consumers to remove their personal data from advertising lists in order to reduce its impact.

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