Step 1: Gather Customer Information
Updated: September 14, 2004
1. Let your customers know why you're asking for their personal information. This will help ease any anxiety your customers may have about giving out their phone number or e-mail address. One of the best ways for a business owner to collect customer information is to have an outline ready for staff members to follow at the point-of-sale. Hear a Conversation 1:15 Min  20K 96K
Get Windows Media Player | Summary Listen as a cashier at Julia's store asks a customer for his personal information and explains what it will be used for. |
2. Create motivation for your customers to provide their information.Consider offering the following incentives to your customers who give you their personal information: | • | "Loyalty" or "Preferred Customer" discount cards. These generally look like a punch card that, once filled, offer customers discounts.
Givex Corporation offers a loyalty card program that can enhance your store's value for your customers. The program integrates with Microsoft Dynamics Retail Management System (RMS), making it easy for you and your employees to use. | | • | Training classes and educational seminars. This builds a community of customers who may spread the word about your store's benefits and the personal attention your customers receive. |
3. Protect your customers' privacy.Train your sales staff to ensure your customers that their personal information is for in-store use only. Plus, be sure to post a privacy statement on your store's Web site that spells out how customer information is used. Learn seven sensible ways to get your customers' e-mail addresses. 
Step 2: Target the "Right" Customers
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