Understand your customers' needs

Once you have identified what you need to know about your customers you can start gathering the information together.

There is a huge amount of market information available that you can tap into. Much of that information is available free of charge and is readily available. For example, your customer records will tell you:

• which customers have purchased from you
• what they purchased
• when they placed their orders
• how much and how often they buy

Read more about customer relationship management.

External resources

If your current data doesn't provide you with the information you need, it is often worth asking customers directly. You can do this in face-to-face or telephone interviews, online surveys or in group discussions. See plan your field research. 

Other sources of free customer information include:

• business contacts
• local business reference libraries
• your local council
• Invest Northern Ireland
• the Northern Ireland Chamber of Commerce
• Department for International Trade for information on export markets

Get free access to business directories and market research information from: 

• Invest NI's Business Information Centre 
• Innovate UK EDGE 

Buying market resources

If you can't find the information you need from these free sources, you might decide to buy the information. There is a huge amount of information that you can purchase directly from market information publishers.

Alternatively, you might decide to employ a market research agency or freelance researcher to get the information you need. It can be more cost-effective to use the services of a professional, although you will need to ensure you draw up a clear brief and budget.

Storing Collected Data

It's important to plan how your business will store collected data. Your data storage solution affects how long your data will be available and how it’s protected against leaks or misuse.
One common and effective solution is using a customer relationship management (CRM) platform. A CRM platform allows you to:

• collect and store extensive customer data
• strengthen customer relationships
• drive more sales

See why your business needs a good database.