Skip to content

How to build customer loyalty with your databases?

One of the main premises of any company is to acquire new customers, but what about the customers who already trust your company’s services and/or products? This is where customer loyalty comes into play, a task that is just as important as generating new customers. And we cannot talk about customer loyalty without talking about the data itself. Do you want to know how to build customer loyalty?

How to build customer loyalty with your databases?

The first thing to bear in mind is that, if you have reached this point, it is because you have already generated a lead previously or because you have a database. Therefore, you are already starting from a previous contact and customer interest. However, as it is about generating value, it is good that you know how to improve the quality of your database.

There are some aspects that will depend on the formal content. But there are other issues that will be more linked to your promotional techniques. In any case, take note of the following guidelines:

1. Make sure that the consent data is up to date.

The first thing to check is that the consent is up to date or appropriate to the service you intend to provide. It is relatively common to have consent data that is either out of date or not fit for purpose. If your relationship with the client is good, ask them to renew their consent online.

On the other hand, it should be noted that data obtained before 25 May 2018 has to be renewed. Although fewer and fewer cases are affected, it is essential to remember this. With the advent of the GDPR, data privacy takes on an importance for any company that deals with data.

2. Check that data is not duplicated

Few things are more damaging to a company’s image than duplicate mailings. As a general principle, you will be well advised to look for alternatives to avoid these situations. There are tools for identifying duplicates, such as those offered by DEYDE, that can help you in this matter.

Remember that, in order to build customer loyalty, the image you offer is fundamental. This is a good reason to think twice about whether your database is up to date.

3. Make segmented communications

Communications can be segmented in various ways depending on your interests. If there’s one thing potential customers can’t stand, it’s feeling like they’ve received a spam or bulk message. Therefore, having postcode or activity information will help you to send personalised communications.

Remember that, at the end of the day, a database has to serve a useful function. The more you match your potential customer’s needs, the better. Thanks to DEYDE’s solution, you will be able to carry out this segmentation in a more precise way.

4. Use the right and necessary information

The quality of a database is not measured by the quantity of information, but by the right amount of information. Therefore, remember the principle that what is good is twice as good if it is short. Ask for only as much information as you need, but also apply it to the way you use it when addressing your customers.

Remember that the idea is to attract attention, not to generate distrust in your customers. If you use too much data or if your data is cluttered, you may have the opposite effect to the one you intend.

5. Send promotional reminders

Promotional reminders are the way to remind your customer that you exist. To do this, it is necessary that you have good information correctly classified. This will allow you to quickly target those customers you think you have something interesting to offer.

Of course, reminders can be used sparingly. Too much information can also be annoying and will not be taken seriously. The aim is to create an interest that can be translated economically.

6. Benchmark effectiveness

Monitoring the progress of your marketing campaigns is essential. However, this should have a specific section dedicated to the use of databases. If you have made changes to improve quality, it would be good to see what the impact has been. After all, the changes have to be passed on to your relationship with your customers.

Remember that the aim, in the medium and long term, is to improve. Therefore, there should be no problem in checking how your work is paying off. Remember that there is always time to make changes.


Much has been written about the capacity of a database. While recruitment is essential, it cannot and should not be done in any old way. The difference between reaching or not reaching is often determined by these small details. This is where the concept of quality comes into play.

Data quality has become an essential aspect of customer loyalty for a number of legal and commercial reasons. DEYDE specialises in providing data normalisation services for all types of companies. Do you want to improve the quality of your database to increase customer loyalty? Here you will find the help you need thanks to the MyDataQ suite.