{"id":81674,"date":"2019-12-29T05:00:07","date_gmt":"2019-12-29T13:00:07","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=81674"},"modified":"2019-12-29T05:00:07","modified_gmt":"2019-12-29T13:00:07","slug":"banco-de-dados-do-cliente-dicas-para-organizar","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/pt-br\/banco-de-dados-do-cliente-dicas-para-organizar\/","title":{"rendered":"Banco de Dados do Cliente &#8211; dicas para organizar"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Um banco de dados do cliente \u00e9 a mat\u00e9ria-prima para o relacionamento com consumidores e campanhas de marketing, pois permite a implementa\u00e7\u00e3o de uma comunica\u00e7\u00e3o personalizada e melhor direcionada.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para que essa ferramenta seja totalmente explorada, ela deve estar devidamente organizada. Hoje, compartilharemos alguns elementos que voc\u00ea deve considerar para criar um banco de dados que atenda \u00e0s suas metas.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Caracter\u00edsticas de um banco de dados de clientes<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As bases de clientes s\u00e3o caracterizadas por:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Seja composto de dados relacionados, mas tamb\u00e9m independentes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Os dados permitem acessar um grande n\u00famero de usu\u00e1rios.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Os dados devem ser confi\u00e1veis, protegidos e com backup.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Voc\u00ea deve poder acess\u00e1-los facilmente.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Se o seu banco de dados de clientes for muito grande, neste artigo voc\u00ea encontrar\u00e1 algumas dicas sobre como gerenci\u00e1-lo da melhor maneira poss\u00edvel.<\/span><\/p>\n<p><a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/banco-de-dados\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Banco de dados para uma pesquisa: identifique seus clientes fi\u00e9is<\/a><\/p>\n<h3><span style=\"font-weight: 400;\">1. As informa\u00e7\u00f5es do cliente devem ser centralizadas<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Os dados do cliente s\u00e3o frequentemente dispersos no sistema de informa\u00e7\u00f5es, nas diferentes ferramentas usadas e departamentos da empresa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 claro que mais e mais ferramentas s\u00e3o usadas, mais dados de clientes s\u00e3o coletados. Mas, geralmente, \u00e9 dif\u00edcil explor\u00e1-los ao m\u00e1ximo. Para resolver isso, voc\u00ea deve centralizar seus dados.<\/span><\/p>\n<p><a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/marketing-de-experiencias\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Marketing de experi\u00eancias, a f\u00f3rmula para amar sua marca<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Responda as seguintes perguntas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quais dados voc\u00ea possui?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Que t\u00e9cnica de coleta de dados voc\u00ea usa?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Qual \u00e9 o prop\u00f3sito de ter os dados que voc\u00ea tem agora?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Em geral, qual tratamento voc\u00ea d\u00e1 aos seus dados?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">De qualquer forma, recomendamos que voc\u00ea tenha uma vis\u00e3o clara do gerenciamento de dados, mas tamb\u00e9m fa\u00e7a um balan\u00e7o dos usos que voc\u00ea faz deles.<\/span><\/p>\n<p>Leia tamb\u00e9m: <a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/dados-de-clientes\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Dicas para organizar um banco de dados de clientes<\/a><\/p>\n<h3><span style=\"font-weight: 400;\">2. Os dados do cliente devem ser atualizados<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Os dados do cliente s\u00e3o um excelente recurso e tendem a evoluir ou deteriorar-se com o tempo. Armazenar dados obsoletos ou inv\u00e1lidos pode ser muito caro para sua empresa. Al\u00e9m dos custos desnecess\u00e1rios de armazenamento, eles podem ter um impacto negativo nas suas campanhas de marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para manter a qualidade do banco de dados do cliente, voc\u00ea deve limp\u00e1-lo regularmente. A limpeza de dados \u00e9 o processo de identifica\u00e7\u00e3o de erros e elimina\u00e7\u00e3o de erros n\u00e3o confi\u00e1veis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Existem v\u00e1rios tipos de poss\u00edveis &#8220;erros&#8221;:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dados obsoletos, como endere\u00e7os de email inativos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Erros humanos, como erros tipogr\u00e1ficos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dados duplicados<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Para colocar seu banco de dados de clientes em ordem, voc\u00ea deve inspecionar regularmente a qualidade dos seus dados.<\/span><\/p>\n<p>Confira os <a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/dados-de-pesquisa\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Dados de pesquisa: recomenda\u00e7\u00f5es para apresenta\u00e7\u00e3o<\/a><\/p>\n<h3><span style=\"font-weight: 400;\">3. O banco de dados do cliente devem ser enriquecidos<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A limpeza do banco de dados do cliente consiste em elimin\u00e1-los ou modific\u00e1-los. Deve ser acompanhado por um processo de enriquecimento. Isso consiste em:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Preencha as informa\u00e7\u00f5es ausentes no banco de dados do cliente. Por exemplo, sua data de nascimento.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifique novos tipos de dados para personalizar ainda mais suas campanhas de marketing e dialogar com os clientes. Exemplo: obtenha sua idade para personalizar o conte\u00fado de suas campanhas de marketing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tenha cuidado, o objetivo n\u00e3o \u00e9 coletar informa\u00e7\u00f5es. Muitas empresas est\u00e3o tentando coletar o m\u00e1ximo de dados poss\u00edvel e usam apenas um d\u00e9cimo deles. Por isso, \u00e9 importante identificar antecipadamente os objetivos. Em outras palavras, voc\u00ea deve formalizar o motivo do uso de dados antes de estabelecer suas campanhas de coleta.<\/span><\/p>\n<p>Saiba mais sobre<a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/controle-de-qualidade-de-dados\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">\u00a0controle de qualidade de dados para pesquisas<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Depois de identificar os dados a serem coletados, voc\u00ea deve implementar t\u00e9cnicas de coleta, como:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Ferramentas f\u00edsicas:<\/b><span style=\"font-weight: 400;\"> Cart\u00f5es de fidelidade, registro de eventos, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Ferramentas digitais:<\/b><span style=\"font-weight: 400;\"> Uso de formul\u00e1rios da web para registro, contato, download de e-books, inscri\u00e7\u00e3o para eventos on-line, question\u00e1rios on-line, etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Um banco de dados do cliente dar\u00e1 acesso a grandes quantidades de informa\u00e7\u00f5es que sempre ser\u00e3o \u00fateis.<\/span><\/p>\n<p>Tamb\u00e9m recomendamos: <a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/perguntas-filtro\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Perguntas filtro: para que serve e quando utiliz\u00e1-las?<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Para agilizar seu processo de trabalho e para que tenha recursos que enriquecem seu projeto de pesquisa, utilize uma plataforma online de pesquisa, te convido a conhecer a<\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/\"> <span style=\"font-weight: 400;\">Questionpro<\/span><\/a><span style=\"font-weight: 400;\">, uma solu\u00e7\u00e3o completa em pesquisa e intelig\u00eancia de mercado.\u00a0<\/span><\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/EPKW5TZxSIk\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Siga-nos nas redes sociais e receba sempre dicas e novidades:<\/span><a href=\"https:\/\/www.facebook.com\/QuestionPro.Pesquisas.Online\/\"><span style=\"font-weight: 400;\"> Facebook<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/twitter.com\/QuestionProBr\"><span style=\"font-weight: 400;\"> Twitter<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.linkedin.com\/company\/questionpro-br\/\"><span style=\"font-weight: 400;\"> Linkedin<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.instagram.com\/questionprobr\"><span style=\"font-weight: 400;\">Instagram<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Um banco de dados do cliente \u00e9 a mat\u00e9ria-prima para o relacionamento com consumidores e campanhas de marketing, pois permite [&hellip;]<\/p>\n","protected":false},"author":77,"featured_media":81675,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[211],"tags":[],"class_list":{"0":"post-81674","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-experiencia-do-cliente-cx-pt-br","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Banco de Dados do Cliente - confira as dicas para organizar<\/title>\n<meta name=\"description\" content=\"Aprenda a gerenciar corretamente o banco de dados do cliente e aproveite ao m\u00e1ximo as informa\u00e7\u00f5es coletadas para 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