Ten (or So) Ways to Capture Customer Data
In This Chapter
Linking anonymous transactions to customers
Capturing data online
Capturing data at the point of sale
Purchasing customer data
Bits and pieces of customer data are spread out over virtually all the systems that your company uses. But this data is only useful to you if it’s centralized and can be connected to customers. Much of your company’s sales and transaction data is either summarized or cannot be directly traced back to individual customers.
There’s also a lot of information that would be useful to you if it were actually captured. The conversations that occur between your sales staff and customers uncover a great deal of information about customer’s attitudes and preferences. This information would be of great value to you if you could capture and store it.