At the Naperville Area Chamber of Commerce, we often say that people do business with people they know, like, and trust. One of our TEAMs, Team B2B, says it best: they’re “friends that do business together.”
That kind of connection doesn’t happen overnight. It’s built through time, trust, and genuine relationships. While those intangibles are essential, there’s another piece that helps your business continue to grow: the tangible, quantitative side – your customer and client data.
Collecting and using data effectively helps you better understand the people you serve. It complements your relationships by giving you clear insights that inform decisions, personalize service, and drive your Business Forward.
Why Customer and Client Data Matters
Customer and client data isn’t just rows in a spreadsheet. It tells the story of who your clients and customers are, what they value, and how you can serve them better. The businesses that use data effectively create personalized, memorable experiences that keep people coming back.
Which Data Is Important?
The answer depends on your business, but here are some key categories to consider:
- Contact Information. Names, emails, phone numbers, and preferred communication channels.
- Demographics. Age, location, company size, or household details that impact buying decisions.
- Behavioral Data. Purchase history, service usage, website interactions, and event participation.
- Feedback. Direct reviews, surveys, or informal comments that tell you what’s working and what’s not.
- Preferences. Notes about individual needs or past conversations that build stronger relationships.
Where Are You Storing This Data?
Ask yourself:
- Is your data in one place, or scattered across notes, emails, and staff memory?
- Can other team members access it easily to provide seamless service?
- Is it secure and compliant with privacy requirements?
Whether you use a formal Customer Relationship Management system or organized spreadsheets, your data should be accessible. Team members should be able to find what they need without hunting through emails. It should be updated because outdated information leads to missed opportunities. It should be actionable. If you’re collecting data you never use, rethink why you’re collecting it.
Using Data to Enhance Customer and Client Experience
Here’s how intentional data usage strengthens both service and your company’s strategy:
Personalization. Remembering a client’s last purchase or a customer’s preferred meeting time builds loyalty and trust.
Targeted Outreach. Sending relevant updates based on service history rather than generic mass emails increases engagement.
Proactive Service. If you track when a service is due for renewal or maintenance, you can reach out before clients or customers even think to call.
Feedback Loops. Aggregating feedback helps you refine offerings and adjust quickly to market needs.
Example: Data in Action
Imagine a local fitness studio that tracks member check-ins, class preferences, and birthdays. They use this data to send a free class pass on members’ birthdays, recommend new class formats based on attendance patterns, and reach out to members who haven’t checked in for two weeks with a personal “We miss you!” note.
That’s data turned into connection.
How to Start: Simple First Steps
If you don’t have a formal data system in place yet, start here:
- List your clients and customers. Make sure you have up-to-date contact information in one place.
- Identify three data points that matter. This could be purchase history, feedback notes, or last contact date.
- Choose your system. It can be a simple spreadsheet to start or a CRM if you’re ready for a larger investment.
- Schedule regular updates. Make it a habit to review and update data weekly or monthly.
- Start small with personalization. Use what you know to reach out in a way that feels authentic and meaningful.
Final Thought: Data Builds Relationships
At the end of the day, data isn’t just numbers – it’s people. It’s knowing your clients and customers well enough to serve them before they even ask. It’s using what you learn to grow your business while building trust and loyalty along the way.
This week, take a moment to ask yourself these three questions:
- What client and customer data are we collecting?
- How are we storing and using it?
- Is it helping us build stronger relationships?
If the answer isn’t clear, now is the perfect time to put a plan in place.
This article was crafted with support from ChatGPT to help drive your Business Forward.