When you are setting up your database system pay to have the company you are purchasing it from to help you do it correctly.  Garbage in – Garbage out.  If the settings and parameters are incorrect your reports will not be accurate.

1. Before you begin entering information into your database start with the end result.  What reports do you want to be able to run?  This will dictate how the information is entered.  Work with technical support to determine how best to produce your desired outcome.
2. Have all the users receive training so you can use your new tool effectively.  This will saves hours of looking for information or trying to figure out how to use the database.  Not to mention the time to fix things because it was setup incorrectly.  The trainers are the experts for the program.  Take advantage of that.
3. Understand your workflow and how you plan on using the database for streamline information flow.  Most systems come with functions that you may not use.  Determine which functions make the most sense for your company today and tomorrow.
4. Have defined naming protocols.  In other words, have procedures for how things are going to be tagged in the database.  I had a meeting with a client who was spending over 50 hours a month massaging data because the information was not uniform.  As a result, they were unable to run accurate reports.
5. Do periodic audits of the tags and reports to ensure that the information guidelines you developed in number 5 are being adhered to.  It is much easier to fix a small amount of records than hundreds once you discover there is a problem.
6. Work with marketing or your marketing consultant to analyze the information you have collected so you can run determine where your prospects come from, which customers have purchased and how you can better reach them.
7. When possible link information between your database and accounting.  This speeds up order processing and thus faster cash flow.  It also helps reduce errors.
8. Link your database and prospect collection.  Many database programs will have an add on that allows you to collect information from your website and download the person into your database.  This is ideal because it automates a prospect or customer communication and helps you track where they came from.  I use this tool for mail list collection, inquiries and seminar registration.
9. Lastly Always Purchase The Technical Support!  This will save you thousands of dollars in lost man hours.

Data management is one of the key factors in managing your customers, profits and expenses.  There are many tools that can help you be efficient and effective.  However, if they are not utilized properly they can become an information nightmare.  Understanding your database can help you effectively market to your customers, increase profits and reduce costs.   For more information on data management check out my article “Using Technology to Streamline”.

Croll Productive Synergy has been successfully helping diverse businesses operate better and faster than their competition throughout the Hudson Valley.  By “creating the shortest path to success”,  Ms. Croll has been able to facilitate improved workflow systems, allowing clients to save time, focus on revenue generating tasks, prioritize for maximum cash flow,  effectively delegate and, consequently,  increase profits.  To learn more visit www.crollproductivesynergy.com.

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