Customer Records: Capture, Review & Understand Every Customer | Beyond Sasa
Customer Records - Beyond Sasa Business Systems

👥 Customer Records

Capture, review and understand every customer. Use customer information to improve service, sales, customer relationships and business decisions.

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Why Keep Customer Records?

Customer records are more than names and contact details. They help the business understand who its customers are, what they buy, how they are served, what has happened before, and what the organization can learn from its customer relationships. Good records make customer information available for service, sales, review and informed decisions.

Begin With Four Customer Questions

Customer records begin with knowing what information the business needs to understand and serve its customers.

01
Who Are Our Customers? Know the people and organizations the business serves.
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02
What Do They Buy? Understand customer purchases, products and buying activity.
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03
How Do We Serve Them? Connect customer information to service and relationships.
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04
What Can We Learn? Review customer information to discover useful patterns.
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Manage the Customer Records Cycle

Customer records become useful when information is captured, organized, reviewed and used.

Customer Capture Capture the customer information the business needs.
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Customer Information Organize customer information so it can be found and understood.
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Customer Purchases Record what customers purchase and the value of their purchases.
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Customer History Maintain useful records of previous customer activity.
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Customer Service Use customer records to understand needs and improve service.
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Customer Review Review customer information to identify patterns and opportunities.
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Connect Customer Records to Business Resources

Customer information connects the customer relationship with the resources and activities used to serve customers.

Sales Understand customer purchases and their relationship to sales.
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Customer Relationships Use information to understand and strengthen customer relationships.
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Customer Service Connect customer information with the service provided.
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Products Understand which products customers purchase and use.
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Reports Turn customer records into useful business information.
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Business Decisions Use customer information to support informed decisions.
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Customer Records Through Dream • Capacity • Execution

Customer records should support what the organization wants to achieve, what it has available and what it needs to do.

Dream What customer relationship are we trying to build?
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Capacity What do we have to serve and understand our customers?
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Execution What must we do with the customer information we have?
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DREAM: Know the Customer Relationship You Want

Customer records should support a clear picture of the customer relationship the business wants to build.

Customer Experience Define the experience customers should have when interacting with the business.
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Customer Relationships Understand the relationships the business wants to build and maintain.
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Customer Growth Identify how stronger customer understanding can support growth.
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CAPACITY: Know What You Have to Serve Customers

Customer service depends on the people, technology, information, systems and resources available.

People Know who is responsible for serving customers and managing customer information.
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Technology Use appropriate technology to capture, store and review customer records.
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Competencies Understand the skills needed to manage customer information and relationships.
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Customer Data Know what customer information is available and what still needs to be captured.
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Systems Use systems that make customer information accessible and useful.
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Resources Understand the resources required to maintain useful customer records.
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EXECUTION: Turn Customer Records Into Action

Customer records create value when information is actively used in the daily work of the organization.

Capture Capture relevant customer information accurately.
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Update Keep customer information current and useful.
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Review Regularly review customer records to understand what is happening.
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Serve Use customer information to provide appropriate service.
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Analyze Examine customer information to identify useful patterns.
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Decide Use customer information to support informed business decisions.
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What Customer Records Help You Understand

Organized customer information can help the organization understand important areas of business activity.

Customers Understand who the business serves.
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Sales Understand customer purchases and sales activity.
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Products Understand which products customers purchase.
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Service Understand customer service activity and needs.
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Patterns Identify patterns in customer activity.
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Decisions Support better business decisions with customer information.
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Keep Asking Four Customer Questions

These questions help move customer records from simple data toward understanding and action.

01
What Do We Know? What does our existing customer information tell us?
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02
What Do We Need? What customer information are we missing?
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03
What Must We Do? What action should we take using what we know?
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04
What Can We Improve? What can customer information teach us about improving the business?
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Know Your Customers. Understand Your Relationships.

Capture customer information, understand customer activity, improve service and use what you learn to make better business decisions.

CUSTOMERS → RECORDS → INFORMATION → UNDERSTANDING → ACTION → GROWTH
BEYOND SASA BUSINESS SYSTEMS Dream • Capacity • Execution
Know Your Customers. Understand Your Relationships. Serve With Purpose.