In the earliest days of my business, I ran across an interview with Robert Blattberg of the Northwestern University business faculty. One thing he said really stuck with me, to the point that I cut it out and kept it all these years.

"Having a customer database is no longer a competitive advantage," he said. "Not having a customer database is a competitive disadvantage."

This was 1996 or so. He was referring to larger companies, but there's no question he was right and the truth of his statement has trickled down to enterprises of every size. If you're not contacting customers directly by now, you are missing out in a big and tragic way.

I don't recommend cookie-cutter programs for anyone -- the same set of activities for every business. That's foolishness. But one thing that is consistent across all the companies I serve is an active, systematic direct communication plan.

Database marketing sounds a little cold and technical, but in fact it is a warm and engaging process that keeps you and customers (and prospects) in direct contact with one another. And it is that direct contact that feeds you repeat business, referral business, and additional new customers.

Are you keeping track and keeping in touch the way you should? Blattberg called the trend right 15 years ago, and it won't be going away.

Labels: customers, management, marketing, media, planning, strategy