LO1.

Collate business records

o Identifying individual records or information which should be incorporated into business or
records system

o Sorting records in accordance with workplace requirements

o Adhering security and access requirements

1.1 What customer data to collect

You need to collect as much of the following as possible:
 Name and contact details:

o Allows you to market directly to them.

o Also lets you make communications personalized.

o You may also need to contact them if an order is running late.

 Transaction history:

o Indicates user preferences - which products they're most inclined to buy, when and how

often.

o Reveals how valuable a customer they are: how much they spend and how often.

 Communications from you to customers and any response they make:

o You need to keep records of this to make sure you space out your communications correctly

(i.e. not too often).

o It also lets you monitor how effective different types of communication are and which the

customer best respond best to. If you compare their transaction history with the
communications record, you may find one method of communication encourage them to buy
more than others.
 Profile: age, gender, profession, income, hobbies, and so on:

o This information is harder to obtain (see advice below), but can be useful for more advanced

marketing strategy.

o Once you have the info for a number of customers, you can build up clearer picture of who

exactly your target customer is.

o It allows you to better focus your advertising and marketing efforts, as well as affiliate

opportunities and sponsorships. If you know your target customer goes to the gym three times
a week, it opens up a new place to advertise, a new line of
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gym-related products and an opportunity to do a deal with the local gym to offer discounted
membership if they shop with you X number of times.

o Knowing their age and profession (and so an idea of their income) helps with pricing strategy.

o The better and more detailed picture you have of your target customer, the more you can

tailor and develop products to please them.

 Spending habits: how your customers shops - such as impulse buys, considered purchases,

comparing the prices from different businesses, always with you on a regular basis, and so on:
o You can display goods and structure deals around consumers' spending habits - think of how

supermarkets put magazines and chocolate bars at the checkout: impulse buys.

o Can be difficult to assess - you may need the help of a market research agency or detailed

surveys with trusted customers. Or you can try out different strategies and see which work.
You can also take an educated guess based on your knowledge of the market.
 Birthdays:

o Sending out a birthday text or card can add a personal touch and make a customer feel valued.

 Whether or not they pay on time:

o This is obviously important for cash flow reasons rather than marketing ones, but it's worth

adding to the list anyway if you're thinking about data collection.

1.2 How to collect customer data

 First and foremost, do not harass customers for data. Endless form filling is enough to put a

consumer off a purchase. Data collection has to be either un intrusive or incentivized. Collect it
bit by bit to build up a fuller picture of your customer gradually and in a non-annoying way.

 From orders:

o Obtain contact details and name from orders and begin building a transaction history,

whether on or offline (although online makes things even easier as data can automatically be
entered into a database).

o You can add in a birth date as optional.

o If the transaction is happening online, you can add in an optional section requesting more

information. Phrase it in a way that appeals to the customer, such as: "So that we can learn
more about you and provide you with a service more
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suited to your personal needs, please fill in...." You can also use this technique if a customer has
to register an account with you at any point.
 Surveys:

o If you run a survey on your business, you can obtain a fair amount of information by asking

details about their profile (gender, age, etc). While some respondents may be reluctant to give
their name, some will. For those that don't, you get a clearer picture of your overall target
customer anyway, which is the aim here.
 Competitions:

o Run a competition asking for email address and a couple of other details - customers will be

more inclined to share personal data when they have something to gain from it.
 Online:

o Online can help you track spending habits and user preferences, though you may only be able

to get an overall picture of your target customer rather than profiles of specific users - use
Google Analytics.
 Research:

Statistics and research already out there can help you build a more detailed picture of your
target customer (though of course they won't provide information on individuals).
Look at demographic-related reports and spot trends. There's almost certainly other people
targeting the same demographic as you, which means you can simply look at the research
they've done and any statistics on the matter to find out more about your target audience.
A market research agency will be able to provide you with the most detailed picture of your
target customer and their habits, but this is quite expenditure. You probably only need to go
into this much depth when you're marketing techniques are very advanced - and you'll
recognize your need for an agency as and when that happens.
Noticing things when you see customers face-to-face can of course also give you a very general
idea about who the bulk of your customer are and what demographic and age group they're
part of.
1.3 Collect information
 Record: a written or electronic document to preserve information or keep a record of a

transaction,
 Records management: the practice of maintaining business records from their creation and

up to their eventual disposal, including classifying, storing, securing, archiving and/or

destruction.

What is information? Maintaining Business Records Page 6

retain. Types of information Examples
Correspondence faxes, letters, memos, email
computer databases customer records, library catalogue
computer files copies of letters, memos, other
documents
sales records monthly forecasts, targets achieved
Forms membership forms, insurance forms
Invoices accounts from suppliers, accounts to
debtors
personnel records personal details, salary rates
minutes of meetings staff meetings, board meetings
The overall objective of any records management system is to provide the right information at
the necessary time to the correct person(s) at an affordable cost. Information is stored so
specific information is available when it is needed and in such a way that security and
confidentiality is maintained.
Who may request information?
 supervisor

 colleague within your area/department

 colleague outside your area or department

 person outside of the organization (e.g. a client)

Points to consider when responding to requests for information:

 Document the request - it is important to record who requested the information, what

information was requested, the date and time of the request, when and how the information
was delivered and any problems encountered.
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 Urgency of request - responding within an appropriate timeframe which may or may not be

specified.

 Prioritizing requests - deciding in what order to respond to requests, with the most urgent

request being answered first (to enable your time to be used efficiently and ensuring everyone
gets their information when needed).

 Information required - fully understanding the type of information which is required and

knowing where to access the most up-to-date and relevant information.

 Level of security of the information - knowing who is able to gain access to the information

being requested.
o confidential - generally restricted to a few people who have been given the authority to access

that information

o high security - not for general use, may have restrictions attached relating to when, where,

how or who may access the information

o General access - available to any person.

 Location of information - information may be available from a source within the business

(either in print or digital form); if not, you may need to seek information from outside sources,
archives or the Internet which could involve more time.

 Delivery of information - could be in print or digital form. It is important to keep a record of

when and how the information was delivered, E.g. personally, electronically, posted.

 Tracking of information - if paper files are removed from a centralized area, it is important to

keep a record of when the file was removed, who borrowed it and when it is to be returned. If
the file is passed on to someone else, this record must be updated. Any person wishing to
access a removed file will then know where it is.

What types of technology or business equipment can assist in the effective collection of
information?
 photocopier

 printer

 binder

 filing systems - manual, computerized or electronic

 answering machine

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 fax machine

 telephone

 computer - including the following peripheral devices, software or applications:

o input devices including keyboards, mice, scanners, and cameras

o output devices including printer, speakers, dvd or cd rom

o internet - vast computer network linking smaller computer networks worldwide

o intranet - computer network with access restricted to within a particular organization

o email - electronic system of sending messages

o electronic diary

o word processing and spreadsheet programs

All staff should know how to use this technology and equipment. If in doubt staff should ask for
training or help to become familiar with the manufacturer‟s instructions.
The organization should ensure that regular maintenance is carried out and any faults or
hazards are reported immediately; this will ensure the efficient collection of information
continues.
1.4 Organizational requirements relating to security and confidentiality
All organizations must comply with this Commonwealth legislation, to protect individuals from
unwanted intrusion into their private lives and guarantee fair dealing with their personal
information.
Information Privacy Principles under the Privacy Act 1988 deal with the manner and purpose
of collection of personal information, solicitation of personal information, storage of this
information, access to records of personal information, alteration of records, the checking for
accuracy of records before use, relevant use of personal information, and limits on the use of
collected information.
National Privacy Principles under the Privacy Act 1988 deal with the collection, use and
disclosure of data, it's quality and security, access to and correction of data, anonymity, trans
border data flows and sensitive information.
1.5 Organizational requirements
Offices generally store large amounts of information and a percentage of this will be
confidential and should not be accessible by everyone. All classified or sensitive information
should be stored in secure areas with access restricted to authorized staff. Maintaining
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All organizations will have policies and procedures designed to maintain security and
confidentiality of information. Examples might include:
 transferring telephone calls to a private area so confidential discussions cannot be overheard

 ensuring mail is not left unattended or open to general public view

 using passwords to restrict access to computer records; some staff have more access than

others

 restricting access to organizational email

 storing specific hard-copy files in a lockable cupboard, filing cabinet or vault

 using encryption of computer files

 requiring a written request for release of files; the request might require signed authorization

from a supervisor

 Regular updating of computer virus software and scanning of all computers for viruses to

protect information.

Enterprise policy will also specify how the retrieval and movement of files is monitored so that
files are not misplaced or misused.