Practically a whole marketing discipline which is customer intelligence (CI), can be broken down to n degrees. Here is a top view for the strategic leadership, which can be further decomposed to tactical and operative assignments.
- Primary contact info - the strategy concerns the overall communication approach towards your customers (product and company presentation strategy). To make sure they are willing to initially provide you their contact information that you will later enhance.
- Transaction data - decide on the ways of gathering and use of extended information that will help you achieve your performance goals
- Own customer surveys - communication strategy towards customers who have given you primary contact info
- Data structure - you need to figure out a system that will provide the right information at the right time to the right recipient (including the customers themselves)