Good database management vital for SMEs
Dec 18 2007
Business for SMEs would benefit from databases of client contacts being kept 'alive and well', claim marketing experts.
The Chartered Institute of Marketing (CIM) says that maintaining contact with past clients is an effective way of raising the company's profile and making more sales.
SMEs should look through old customer lists and return mail to ensure databases are up to date, it states.
Ray Jones, press officer for the CIM, says: 'If you're a small SME, there's nothing wrong with ringing six old customers everyday and asking them if they'd like a new service… If there's anything else you could supply them with.'
He added that if a business is to embark on a major telemarketing project to retain customers, then professional advice may need to be sourced.
However, SMEs can undertake this work themselves without seeking any support.
Jones warns that small business owners should be 'very cautious' about outsourcing control of a database of contacts as they form part of the assets of the company.
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