Customer Data Collection on the Web

Customer data collection on a website has to be one of the most challenging aspects of beginning to understand customer relationship management. It appears to be easy to ask for a lot of information but just like you don't usually ask someone to marry you on the first date - you don't ask for all the information you need at once. Three simple rules apply:

  1. Keep the forms simple. If all you need is an email address - only ask for an email address. Keep the system simple enough that as you gather more information you can keep it all together.
  2. Incrementally collect data. Obviously an email address isn't all the data that you ultimately need to make a sale. Work out exactly what you do need and then make sure the system will handle it.
  3. Verify customer information. Bad data is worse than no data. Not only does it waste resources but it also
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