BANDUNG, unpas.ac.id – Today, businessmen are challenged with digital era which is close to the technology sophistication. Besides providing good service, businessmen should have been more proper in using the technology optimally, especially in maintaining customer’s database.
Teacher of Universitas Pasundan and Researcher of Economic Researcher of Digital Accounting Budi Septiawan, S.E., M.Ak., MIM., CMA stated that maintaining database such as costumer’s name, phone number, address, and products they often buy can develop the sales transaction.
On customer’s personal information, there are data attributes which can be optimally used for taking a business decision. Therefore, how to collect customer’s data, especially for MSMEs who have not been assisted by the system (such as point of sales, POS)) or cash register machine?
First, a businessman can create a social media account and make a content as interesting as possible to attract and select the customers. The content should not be always about the sales/market, it could be about education and humour/joke.
Second, a businessman can create a customer’s WhatsApp group to market the product or give a promo once in a while.
Third, a businessman can write a survey by using online form application. Technically, a businessman can distribute the form via Whatsapp application or QR code installed in their cart, then ask the customer to access and fulfil the survey about the product offered.
“Probably not all customer would want to fulfil the survey, but a smart businessman can give a promo/discount or voucher as a gift. By this simple things, MSMEs businessman can create the ecosystem of customer and select customer’s database,” he said.
Two Activities
On the stage of database maintenance, there are two main activities which can be done. First, do the labelling or tagging on customer’s data which has already been obtained. The process is to identify their data individually.
“If a businessman obtains their data from Whatsapp account number, name the contact with a special one, for example ‘Si Loyal’, ‘Si Telat Bayar’ and many more, in order to make it much easier to give the promotion based on the category,” he said.
Second, make group (grouping), an activity to gather the data per customer’s group or segment. Data grouping can be divided based on areas, age, job/occupation, gender, transaction history and many more.
Taking on Decision
MSMEs indeed do not have a sophisticated source or technology in maintaining the business, but the business decision should need to be taken to keep MSMEs able to set the strategies and be developed.
“Do not let the MSMEs make an excuse that they do not have large amount of capital to invest in IT sector, besides, right now, there are media of technology which are free, cheap and easy to use,” he continued.
MSMEs can use Whatsapp to create customer’s group, even send a message automatically, as well as send email which can be used to send a customized message and based on their will. There are also various tools from Google which provide free platform, such as Google form, Google Drive, Google Trends and others.
“These platforms often give information about customer’s data which has already been maintained/processed. Some platforms even visualize them in a form of charts and graph,” he said.
The information is really useful in making business decision, such as recording the number of supplies, which customers who needs to given a discount, when to contact the supplier or what kind of service should be provided is.
“Above all forms of data management and its technology, a businessman must be able to hold a partnership with their customers. Provide a high sense of empathy to customer and comfortable, as well as pleasant experience for them,” he concluded. (Reta)**
