Preston – 1EM Networking
Making the Most of Existing Customers; a database marketing masterclass (22nd November 2011) .
In association with HSBC, the Preston networking event will be hosting Keith Irwen, Database Marketing expert, taking place at HSBC’s Lancashire Commercial Offices in Fulwood, Preston from 4.30pm – 7.00pm.
The title of Keith’s workshop will be Database Marketing – Maximising Growth from Existing Customers, and this neatly summarises the thrust of his presentation. At a time when economic growth is slow and business confidence only fragile, it is vital that businesses do all they can to maximise revenue at every possible opportunity. In this respect, existing customers are an invaluable resource and, by developing a more accurate picture of different clients’ needs and preferences, it is often possible to improve sales whilst also building stronger ties and enhancing customer loyalty.
During the event, he will share with the audience the importance of having clean, accurate and up-to-date information, and how to capture it in the first place. He will also examine what information one should seek to collate, how to approach different segments of the market and the different ways to use data to secure referrals, to build loyalty and to increase sales.
Event organiser Mubarak Chati says: “We’re delighted to have such an experienced professional presenting on what is undoubtedly a critical business issue. Database Marketing is often neglected by businesses, which is a great pity because the better a company’s relationships with its customers, the more successful it will usually become. Developing an effective customer relationship management system can help businesses understand what and how their customers buy.”
Speaking on behalf of event sponsor, HSBC, Hayley Miller, Regional Head of Business Banking said: “We are very pleased to sponsor this event, which should benefit a wide variety of North West businesses. HSBC is particularly conscious of the importance of understanding customer needs, trends and preferences. For any business, whether it’s a new start-up, an established small business or a major corporation, having a clear picture of what your customers really want is fundamental to your future success.”