4 Tips For Using Contact Management Software
Some of the actions that Adams Jewellers took to combat large competitors by emphasizing customer service included the following:
1. Product-Specific Mailing Lists. Adams developed promotions that were easily adapted and customized to each group of customers. For example, gold bracelet buyers received the same catalogue or email that was sent out to other customers. However, they also received a special discount on bracelets.
2. Personalized Announcements And Cards. The contact management system reduced the work involved in sending out Christmas cards, promotional announcements, and reminders with specific customer information. The hours that this work used to take were reduced to minutes and the marketing pieces were much more personalized than ever before.
3. Preferred Customer Program. Adams divided customers into two categories, based on purchase history information stored in the database. The top 20% of customers received special gifts and notices of sales and new items to be previewed at advance showings. The other 80% received different incentives.
4. Scheduled Appointments. Customers were offered the opportunity to make appointments with a specific staff person. The staff were each given a list of appointments for the following day. Appointment sheets had the customer’s record attached to help prepare for the meetings. They set aside jewellery that had been selected for the customer. The sheet also included special requests.
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