Let’s begin with simple – the collected information is fixed in so-called to “the analytical questionnaire» which is generated in CRM system and on the basis of this data the offer, a policy of work with the given client is formed, a choice of channels of communications etc. Practically all work with the client is constructed on the data of the analytical questionnaire. The analytical questionnaire it not the static tool –on line a mode history of any interactions with the client is fixed– history of shipments, payments, conflicts, claims, and in general any information on the client and now give more in detail.
The analytical questionnaire of the client is one of the major tools in work with the client and importance of its conducting, namely gathering in it can’t be underestimated information on the client and its constant actualization. The maintenance of the analytical questionnaire should be not only the standard data about the name of the client, the data about his enterprise, a network of channels of his further distribution or the consumer capacity, contact persons and the contact information, requisites but other information which can be and seems a little connected with business.
It is necessary to know where worked the contact persons making decisions before began to work in the given company, significant dates in their life, etc. studied, up to definition and fixing in the analytical questionnaire of type of perception of the information the contact person as and necessary for fixing in the analytical questionnaire the instructions of all types of ways of its informing accessible and convenient to the client with the corresponding data (SMS, ICQ, an e-mail, etc. are important). All it is necessary for better level of cooperation with the client which increases are involved by increase in loyalty of the client and as consequence increase in volumes and profitableness of sales to it of products and company services.
Knowledge of a hobby of the client or hobbies, vital values will help us to orient correctly in preparation of the scenario of conversation with it, will help to choose correctly gifts to him, etc. that more than important at setting of long partner relations constructed on mutual trust.
Its preferences in meal will help with a choice of restaurant and selection in it of dishes in case of occurrence of requirement for the organization of a business breakfast with the given client and as will help as the statistical information for formation of the menu of a banquet on corporate holidays of the company with the invitation of clients.
Having explained necessity of presence of the maximum quantity of the information on the client for the analytical questionnaire I want to notice that in the analytical questionnaire as should dynamically, i.e. on-line, to be displayed history of all his interactions with the company. If it is technically impossible to carry out direct display in stories of its purchases, all kinds of contacts to it, its action concerning loyalty systems, etc. it is necessary to put in the analytical questionnaire labels on dynamic references in places of storage of the specified information. I.e. if the information on the client is entered to any database of the Company or action on it are fixed in any report by any employee of the Company it should be displayed in the analytical questionnaire or in it there should be a reference to access to this information.
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