What do we know about our customers? What does this knowledge base really tell us? How can this knowledge and intelligence help us to better serve our customers and market area as a whole?
In
business retention and expansion
, customer knowledge and analytics are facilitated through database systems that have been specifically designed for this purpose. However, technology systems should be viewed as the last part of the equation in
business retention and expansion
, NOT the driver of the process. Bottom line...if you are building your
business retention and expansion
program around technology, you are missing the mark.
For most of us, using a database requires a change of prevailing work habits and attitudes. First, you must have the discipline to 'institutionalize' the information gained from your customers and interactions with them. You've heard the refrain "If it's not in the database, it doesn't exist." Second, you must accept a certain level of transparency in what you do and how you do it. After all, good database systems facilitate communication and collaboration beyond the four walls of our office. Third, by using a database, you ultimately subject yourself to accountability.
Adoption and continued use of a database system for
business retention and expansion
work involves much more than the technology itself. We typically look at the strength of program management and, by extension, the cohesion and dedication of both outreach people and service providers as a litmus test in how the technology will ultimately be used.
- Cloud based to facilitate communication and collaboration by and between various economic and
workforce development
and affiliated organizations within a market area. - Capable of doing more than
business retention and expansion
. The technology should be able to seamlessly support all facets of economic and workforce development
by a variety of stakeholders within a market area. - Highly customizable based on the unique needs and circumstances of that market area. This includes all ‘survey' forms as well as features, functions and analytics.
- Easy to use. Powerful features and functions should not come at the expense of an intuitive user interface and clear navigation.
- Cost effective even when being deployed across larger metro, provincial or state market areas.
- Able to grow with your continually evolving needs.
- Constantly updated with the newest features and functions the vendor has available.
- Provided by a vendor with direct and varied experience in
economic development
and, specifically, business retention and expansion
.