A database is the collection of valuable information about your customers that is stored

inside your Customer Relationship Management system. It is an important component in

maintain customer relationship management. This database might include data such as the
customer’s name, occupation, location, contact information, contact history, order history, social
profile, interests, or any other relevant data you collect for the business.
Why Should Ettenio Implement a Database?
A CRM database makes it easy to improve the customer experience, while giving the company
the tools to increase sales and give their customers exceptional support. By actively managing
customer information in a database, Ettenio will be able to:
 Attract and maintain customers
The database provides a view of customers who are buying your products or services, while also
managing the acquisition of new customers, customer retention, and development of your
customer base. An organization can also make more informed selling decisions, as the most
likely potential customers are those who have made past purchases.
 Identify trends (e.g., seasonality)
By concentrating on developing a customer database, Ettenio will get valuable insights about
their customers regarding trending products. For example, Ettenio may find that one of their skin
care products is remarkably popular among the 18–25-year-old age group. The company could
then use this information to promote the product on social media where younger customers are
more likely to visit.
 Build customer loyalty
A customer database can also provide Ettenio with an opportunity to build rapport with their
customers. The company can inform them on product updates, new services, and communicate
promotional and advertising strategies to keep them informed. It also offers an opportunity to
show that they are not only about business by interacting with your customers and showing them
that their interests are of concern. In turn, effective and honest communication will lead to
loyalty and brand affinity – which is building an emotional connection between brand and
customers.
 Deliver superior value to each customer
Ettenio should be interested in learning more about customers and provide them with a service
more suited to their needs. The most effective way to store and manage customer information is
in a relational database. Keeping track of customers’ contact information, purchase data, future
needs, and other relevant information can help Ettenio to meet the needs, wants and expectations
of potential and current customers.
The importance of PRIVACY!
Maintaining the privacy of your customers’ information must be a significant consideration when
creating a customer database. As a minimum, you can ask customers for consent to store their
data and let them know what it will be used it for. Being truthful will increase the quality of data,
with a little human interaction going a long way to reinforce customer relationships.