CUSTOMER DATABASES

Using Nigeria bottling company as a case study,the type of customer database they use is the Database Marketing,they decided to use this type of database because of the fact that successful database marketing looks at the transactions from the customer’s point of view rather than the company’s.
Aside from this the company is also planing to build a quality customer loyalty and profits is through creative marketing strategies using customized communications based on a database.Another reason why the company is employing this type of database is because of its special feature:The focus of database marketing is the development and testing of various marketing strategies .
The company also beleive that for them to be sucessful in winning and retaining customers you should concentrate on customer marketing strategy based on a customer marketing database.

HOW NIGERIAN BOTTLING COMPANY STORES INFORMATION IN THEIR DATABSE
The database of the company has been designed in a way that it is interconnected all over Nigeria.Whenever a sale is made,the sales manager make sure he or she ask some questions from the customers,which are entered directly in the company database and references are made to it when the company need them.

The marketing department in each plant do a sort of periodically checking on this database and analysis and conclusion are made,so it makes it easier to know how the customers are doing,whether there is increase in sales or not,the number of complaint made,improvements on the products etc.It is with the periodic checking,analysis and conlusion of the database that the company knows the customers who they are to retentain,customers who need to trained,how to increase their customer acquisition ect.

Customers are made happier when the customers give them feedback on an issue,treat their complain with caution and take them along with their complains.The company also send them greeting cards on their birthdays,they also wish them well during festive period.