In order to prove the benefits of our consulting services, I set out to do a case study with a local Sports Club. Currently, they utilize a paper system for their client registry and don’t use database marketing.
The project kicked off early last week as me and a friend, Matt, started to program a Microsoft Access database. 2 databases will be designed from scratch: one for the club’s students registered for courses and another one for the club’s normal members. Reason behind the use of Access is the need for only 1 operator to utilize the database at a time. Furthermore, Access does not require on-going liscence fees and most businesses already possess the software.
In addition to normal relational tables and pretty forms and profiles, we are implementing automated notifications: alerting the club when client birthdays are coming up or when clients’ memberships are expiring. The database also allows for easy recording of a player’s interest in tournaments, seminar and other activities so that the Club can market effectively to interested parties. However, the quality of data recorded rests on the shoulder of the operator. It is thus essential that the club’s personnel share the marketing vision of its owners.
As we progress, we plan to draft a service proposal to perform some marketing planning for the Club, including a market research on the state of sports clubs in the current industry, competitive analysis, website design, PR campaign and advertising solutions.
Keeping a client database is essential for numerous service based businesses to grow: finance, hotels, luxury, fitness clubs… It is essential for companies to analyze their existing customers and to identify the changing needs of their customers. CRM databases simplify this market research, which in turn gives more effective marketing plans and better designs of future products and services.
Also, a CRM database is a great tool to build relationships with customers as it shows what the client is interested in & his history with the company. For example, if it is recorded that a client-X was dissatisfied with a service 2 days ago, a customer rep can call the client and offer a complimentary item or service to save the client from going to a competitor. A customer rep can also follow-up with services and sold products to seek feedback as necessary.
Many big businesses have these procedures, but small businesses need to adapt to this best practice.
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