This question will seem very particular as anyone knows from the beginning of its activities the reason, rationale, strengths and weaknesses of their business in their products or services, personnel and financial structure. I will clarify the reason for this strange question.

Recently I was talking to a professional insurance agent, I was struck by his knowledge, travel and at some point, I hinted its many customers and I did ask about how they managed that database so important and represented in their actual activity itself, its real business. His answer left me really impressed, drew from his inevitable agenda a list of six pages in Excel in which he said handled their customers, surprised I said that I looked like a huge risk that he ran with that rudimentary handling the most valuable information on your business.

Businesses today are databases, exactly that. Products or services in my opinion should serve as a means to strengthen it, to analyze constantly trying to get micro-profiles of clients who are buyers of certain types of products or services to guide the sale of those clients who have the same micro-profile cannot have acquired. In addition, analysis of the customer base will allow you to find the average profile of its customers by age, sex, socioeconomic status, profession or activity, family environment, average time spent with your company, the average volume of purchases through periods of time, frequency of purchases.

If you dig a little deeper into it you will find that the available information can be supplemented with other data, ways of using your product or service, frequency of contact between the client and the person or company, the reasons thereof, underlying causes, attitudes adopted in its relations with you and many other variables that will be most useful in the design of their business strategies.

In addition, the customer base will enable constant dialogue with them, extract ideas about their needs, information about new competitor actions, suggestions for new products or services you should include in its portfolio, differentiated services that will impact and allow it to deliver memorable customer experiences and amazing to get through them loyalty and fidelity.