apacciooutlook logo

How To Conduct Customer Management when doing Database Support

By SujainThomas, Data IT professional, remotedba.com

How To Conduct Customer Management when doing Database Support

SujainThomas, Data IT professional, remotedba.com

Businesses all over the world understand the value of customer data. It is actually one of the greatest assets of any company. For this purpose, it needs to be stored and managed properly. The most efficient way of doing this is in a database system.

In addition to that, other database administrators focus on collecting customer data from the sales team. Here are some tips to guide you as a database administrator on how to perform customer management as you conduct database support.

Focus on collecting the most critical customer data

Customers always have a lot of data attached to them. This data ranges from identification details to purchasing patterns. Some of this data is extremely critical, for example their identification details as well as their addresses and the products and services that they prefer to purchase. As such, when managing customers, a database administrator should place extra focus on this critical data.

One can identify the most important customer data by going through the customer’s journey over the period of their interaction with the company. The journey begins at first contact and goes through first purchase to repeat purchases.

At each stage, there is critical information to be collected. A database administrator should ensure that this critical data is available at the fingertips of the staff as and when required. This keeps the organization firmly focused on the data that is most relevant.

Another task that is very necessary is to check how complete the customer data is at every stage. It should be checked to ensure that the customer data collected completes the qualities that are required by the organization.

This can be performed quite easily through setting up dashboards that check data integrity.  Place categories in this dashboard and ensure that all the data collected fulfills critical data requirements.

Ensure customer data is shared across departments

Every business or organization has many departments. Each one of these saves specific customer data. It is very important for these departments to share this information among themselves. They can do this by forwarding it to a central database.

Keeping this information separated can cause problems while coordinating interaction with the customers. An example is where a customer’s order can be delivered late or incorrectly because the database in a specific department is down. As such, critical customer data should be collected and stored together.

This is especially important for critical customer data. This ensures that every customer’s journey with the company is solid and robust. Also, having the customer data all collected in one database makes it possible for the managers, database administrators and other stakeholders to make informed decisions.

Despite most organizations storing their data in digital form, it is important to integrate customer data that is stored on more traditional forms of storage. It should be digitized and stored alongside the data that was collected digitally.

Some customer data is found offline or outside the network of the organization. A good example is the data stored in call center records. It mostly consists of recorded calls. Many companies today outsource their calls to a call center. This data should also be integrated with the customer data that is already in the organization’s database.

By including the data from external sources into the internal database of the organization, the decision makers in the organization can make more insightful decisions while conducting database administrative services. In addition to that, various technical professionals in the company should be consulted in matters concerning the customer database. Examples of these technicians are the web development team, social media consultants as well as the public relations team.

Understand the financial importance of customer data

A company can have many assets in its portfolio. However, its greatest asset is the data that it owns. There are various types of this data in its database. Examples are financial, legal and even customer data.

Companies should put in place database practices that seek to protect this data at all costs. The database administrator should also ensure that this data is available to stakeholders on request. For example, the sales team may need to analyze data about customer purchase patterns. 

To ensure the availability and integrity of customer data, a database administrator can make use of a Data Loss and Leakage Prevention (DLP) system. This system contains steps through which they can manage, update and ensure that data is not lost.

These DLP rules can easily prevent fraud within the company. For example, a database administrator can set that employees in a certain department should not make more than 20 copies of any document without permission from their superiors. Anyone caught by the system making more copies than indicated can be queried and possibly even investigated.

Centralize your customer data                                                                                                                              

When managing customer data, the biggest step that can be conducted is to centralize it. This is especially so for the data that comes from cross-channel data. By centralizing this data, visibility of the customers’ activities and interactions with the company can be promoted.  

Centralizing customer data also allows clear identification of the data that pertains to the Most Valuable Customers (MVCs). This is a feat that marketers are unable to perform. However, it is well within the reach of a database administrator.

To a company, information about MVCs is extremely valuable. It allows the company to make strategic marketing plans. The marketing department in the company is able to understand their biggest customers better. They are also able to deliver the marketing message more effectively. By analyzing and centralizing customer data, the job of customer relations becomes better and easier for everyone in the company. This creates better cohesion and better results are posted throughout the year.


There are many perspectives when it comes to customer data management. Some database administrators choose to focus on establishing a solid collection of customer data. Others focus on securing the database. The above tips will assist in streamlining the database for the purpose of better customer management.

New Editions

Leaders Speak

Andy Nallappan, VP & CIO,

The Industry Demands Quick Upgrade into Cloud

By Andy Nallappan, VP & CIO,

Global Information Technology, Avago Technologies

Steven Weinreb, CIO & EVP, Technology & Operations, Asia, MetLife

Embracing Advanced Tech-enabled Solutions that Foster Innovation and Growth

By Steven Weinreb, CIO & EVP, Technology & Operations, Asia, MetLife

Anil Khatri, Head IT-South Asia, SAP

Trends that are on Every CIO's Watch-list

By Anil Khatri, Head IT-South Asia, SAP

James F. Hanauer, CTO, VP Engineering and Art Saisuphaluck, Solutions Architect, R&D Lead, CTSI-Global

Simplifying Infrastructure Management with Microsoft Solutions

By James F. Hanauer, CTO, VP Engineering and Art Saisuphaluck, Solutions Architect, R&D Lead, CTSI-Global

Mickey Bradford, VP-IT/CTO, Exchange; & Jay McCartin, VP-Logistic Operations,  Army & Air Force Exchange Service

Embracing Cloud Hosting Benefits

By Mickey Bradford, VP-IT/CTO, Exchange; & Jay McCartin, VP-Logistic Operations, Army & Air Force Exchange Service