CUSTOMER FRONTLINE – B&O Department

Tracking, Marketing and Selling to Buyers Who are Pre-Qualified by the Musicians in Their Household

The B&O Dept. database is designed to contact the person who pays the rental fees and buys instruments, accessories, etc. for the musicians living in their household.In other words, once Customer Frontline is linked to your AIMsi System you will have a marketing database of buyers (dare we say wallets) who pay the monthly rental fees and buy other things from your store ……with the option to add a database of musicians who play what is rented or purchased so that you can solicit their buyer (wallet) to buy more in the future! Customer Frontline organizes your customers into Households. A Household has one buyer record followed by an attached record for each musician in the house. The house address is the customer account number. Buyers can be found and identified as “ready to buy” based on the musical attributes and performance levels of the musicians in their Household. Musician records DO NOT create AIMsi customer records.

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Let’s Visit Customer Frontline Household # 25369

As our picture portrays, Household #25369 has one wallet and three musicians: a sax player, a trumpeter and a violinist. As we will see in the database records, mom is the wallet. She rents and buys things related to the sax, trumpet and violin.Customer Frontline for B&O is designed around a common fact that the person or people who PLAY instruments are frequently not the same people who PAY for them.

McDonalds figured this out many years ago: to sell more hamburgers they decided to promote and advertise on children’s programs…solicit the parental wallets through the appetites of their kids!

With Customer Frontline you will have the necessary data resources and navigation tools to market and sell more musical instruments, accessories, etc. by soliciting the person with the wallet through the musical aspirations of their kid musicians!

The Main Household Customer Record Who is the Buyer? How do we Contact Her?

As displayed above, this is how a customer record, that already exists in AIMsi, is organized and displayed through Customer Frontline. The three fields highlighted in yellow were filled in from Customer Frontline to complete this “Buyer” record so that future follow up contacts and marketing solicitations can be deployed accurately and efficiently. Notice the number “3” to the right of the customer name. This household has three musicians attached to it. Their names appear when the down arrow is clicked. Click one of these names and Customer Frontline will bring that musician’s information to the screen.Before we look at the Musician records, let’s look at the “AIMsi” tab of the Buyer record.

SHOW ME THE MONEY! The Household Transaction History in Customer

Frontline…

The AIMsi tab of a Customer Frontline Buyer record will display the transaction history of the Household, as entered and archived in the AIMsi system. Notice the upper left corner…this Household has 18 transactions during the selected date frame, 4 of these transactions are active rentals. Transaction data can be navigated from Customer Frontline to identify new sales opportunities. Examples: Buyers can be segmented by AIMsi defined category and sub-category classifications to receive step up or add on promotions related to previous purchases. Rental contract expiration dates can be used to plan and deploy conversion offers. Customer Frontline is all about Database Marketing.

Musician #1 – Casey CorbettPlays an Alto Saxophone

Casey has the same customer number as his parents. His record shows us that sales person JKEN is following up with him and his mom, Sandra, to step up from an entry level sax to a model 345.

He is considered an intermediate level performer. His Profile shown on the right qualifies Casey as a prospect for a step up Sax and a first time prospect for a plastic clarinet. He attends Douglass H.S. and is a son of the Buyer.

Musician #2 – Lexi CorbettPlays a Trumpet on Rent

Lexi also has the same customer number. Her record shows us that sales person SPOR is following up with her and Sandra, to convert from a rental trumpet to a step up.

Her Profile shown on the right indicates that Lexi plays a rental Trumpet. She is a prospect for a step up Trumpet and a first time prospect for a French Horn. She goes to Pawnee Rock Elementary and is a daughter of the Buyer.

Musician #3 – Amy CorbettPlays the Violin

Amy is the third musician with the same Household number. SPOR is the salesperson of record helping Amy to step up from an entry level rental violin.

Amy is a beginning violinist with an interest to also play the viola. She attends Allison School and is another daughter of the Buyer.

The Corbett HouseholdA Three Dimensional Selling Opportunity!

As you can see, the “wallet” in the Corbett Household can be solicited for future sales according to three discrete musical agendas: Casey, Lexi and Amy!

Each data field in the three Musician records represents a SELLING OPPORTUNITY…

The Corbett household will be tagged with an offer to buy based on any combination of musician attributes that are selected from the Customer Frontline data menus. For example, Sandy Corbett is qualified for an invitation to a Trumpet clinic for Lexi, a full trade up offer applied to Casey’s saxophone, or a parents’ night for Amy at the Allison School. Database marketing through Customer Frontline will deliver high value “offers to buy” that fill specific Musician needs…a proven way to increase sales and margins!Sales Management

Notice that each of the three Musicians in the Corbett Household have a sales person assigned to them. Sales managers have the options to make customer assignments based on shared musical experiences, store policies, etc. People skills and sales expertise can be marshaled and managed as a means to retain more repeat customers and increase profits with the Customer Frontline System!

The End