As part of internal operations a company, it collects and maintains different information regarding customers and its consumers.
This information will be used as a great input to set the right marketing, product development and customer service decisions and strategies, which increasingly contribute to achieve the financial goals and objectives of the organization both in short and long term levels.
Accordingly, the different parts of the organization will participate in collecting the various types of information that may be useful as internal data regarding their customers.
Who collects what about their customers???
Marketing Team: mainly focuses on characteristics of customers such as geographic location, gender, age, buying behaviors, and communication preferences. Additionally, it also engage in tracing customer engagement activities with other similar or related products
Sales teams; need to track who is buying the product, where these buyers located, why and how they buy products (pattern and behaviors) and their preferences.
This team should also asses customers’ complaints, problems or defects related to products and satisfaction levels with the company and products.
Accounting sections; focuses on collects transaction related information. How much money the different customers spend with the organization, when they buy, and other payment details.
Therefore, building the capacity and excelling customer information database requires the participation of different organizational units in collecting, organizing and processing customer related information which will be used as an input to develop strategies that helps to gain the market and understanding how it is performing on customers perspectives' objectives
