One idea that can help most manufacturers keep customers and build better relationships with customers is to actively use the POS data that mail order resellers provide to you.  Caution: if you do this, we strongly recommend that you drive the resulting business back to the reseller from which you obtained the customer information - but let's assume that is a given.

Our suggestion is that you take the POS data file, enhance it with appropriate data from Dunn & Bradstreet or InfoUSA, import that enriched data into your CRM platform and use it as the basis to create a multi-year, automated contact strategy where you consistently contact and sell the value of your products to your customers.

This may sound a little unrealistic but in reality it is quite pragmatic.  POS data typically tells you which companies are using your product.  You can use this information to identify key decision makers by matching it to the D&B file and send them a simple message through old fashion mail and invite them visit a personalized microsite that has been developed around your product that they use in their company.  If you're wondering why it needs to be old-fashioned mail, it's because POS data typically does not include contact details like name, address, phone or email information.  The microsite is built to gather one or two of these key pieces of contact information so you can continue to sell the value of your company to your customer.  It can also link out to other appropriate web sites - like the reseller that gave you the record in the first place.  

Every so often (you decide the frequency) for the next several years, you invite them back to visit their microsite and to reengage with you, the manufacturer, on how your product is performing for them and to engage in a conversation whereby you can consistently understand their evolving needs and how they use your product and sell them an upgraded version when the time is right.

Now, I know is a simplified view and most companies have many systems or assets available to them that would make the above scenario much better - but my point is, automating the marketing process doesn't have to be complicated as illustrated through use of POS data.  However, automation should always enhance and strengthen your customer relationships.

Rather than doing nothing with the POS data that you're already receiving, or simply analyzing it and then putting together programs that are disconnected from your customer - why not act on the customer information that your business partners already give you and layout an automated process and communications stream that will run for the next few years.  Your customers will thank you...by the way, it's a lot easier to keep good customers than to go find new ones.

www.iangilyeat.com