A Clean Database Leads to Great Customer Relationship Marketing

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Marketing Loyalty Solutions Inc. and its sister company RBI Inc., with offices in Toronto, Montreal and Los Angeles, have offered customized business intelligence solutions to North American clients for more than 20 years. Marketing Loyalty Solutions specializes in customer loyalty for companies in the automotive and power sports industries.

Effectively managing your customer database is key to effective customer relationship marketing.

Power sports dealers know the best way to keep a customer is to provide what that customer needs when he or she needs it. Maintaining contact with those customers that dealers have already done business with is crucial for maintaining healthy future sales.

“In today’s trend toward data-driven, customer-experience marketing, it is more important than ever to make sure you are working with clean and helpful data,” says Danny Neveu, vice president of sales and marketing at Marketing Loyalty Solutions Inc., based in Toronto, an industry leader in customer loyalty programs for companies in the power sports industry.

Marketing Loyalty Solutions gives its clients a competitive edge by approaching customer engagement and retention with common sense. A Data Cleansing

  • Improves the efficiency of customer acquisition activities
  • Improves the decision-making process
  • Streamlines business practices
  • Increases productivity, and
  • Increases revenue

“Our first step is to validate and cleanse our clients’ data,” Neveu said. “Next, we segment it, based on age of ownership. This allows us to help dealers target each segment with personalized and relevant messages throughout the customer lifecycle. It also helps our clients engage non-active customers.”

Data management is important for every aspect of a business, including finance, compliance, technology and marketing.

“Companies all over the world outsource data management today to make sure customer records are maintained efficiently,” Neveu said. “That efficiency saves companies time and money.”

Clients of Marketing Loyalty Solutions have access to those records when they need it via a link to Marketing Loyalty Solutions’ Web site. Tools like “data validation” and “data cleanse budget analysis” let clients research their historical sales data by brand. “It’s smart marketing at your fingertips,” Neveu said.

Patti Caropepe, co-owner of Highland Lakes Watercraft in Kingsland, Texas, said following up with customers in a timely manner is an important part of the sales process. Her company engaged Marketing Loyalty Solutions to handle that.

“I decided which program was right for my company, based on the amount of customer contact we wanted and the cost involved,” she said. “In addition to the initial thank you card at the time of sale, MLS sends out reminders when it is time for regular maintenance, when it is time for end-of-season maintenance and at Christmas to let our customers know we are thinking about them and their families This kind of communication goes hand-in-hand with the values on which our company was founded.”

Marketing Loyalty Solutions works with both dealers and original equipment manufacturers. For information about Marketing Loyalty Solutions Inc., contact Neveu at (866) 757-0750 ext. 16 or dannyn(at)marketingloyalty(dot)com

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Danny Neveu

Jeff Stephen

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