By what means can modern enterprises obtain consumer information: 1. The channel of collecting customer information directly refers to the way for enterprises to obtain the required customer information and materials through direct contact with customers. Specifically, the channels for directly collecting customer information are as follows. (1) Obtain customer information in the survey. That is, investigators can obtain first-hand customer information through interviews, questionnaires and telephone surveys. You can also obtain information by observing and recording the behavior of the investigated customers through instruments. (2) Obtaining customer information in marketing activities. For example, after the advertisement is released, potential customers or target customers contact or call the enterprise, or cut coupons and send them back, or visit the enterprise exhibition hall. Once there is a response, enterprises can add their information to the customer database. (3) Obtaining customer information in the service process. The service process for customers is also the best opportunity for enterprises to understand customers, contact customers and collect customer information. In the process of Xing service, customers are usually able to directly and openly express their views and expectations on products, their understanding of competitors, and the wishes and sales opportunities of other customers. It has a large amount of information and high accuracy, which is difficult to achieve under other conditions. (4) Collecting customer information at the terminal. Terminal is the frontier of direct contact with end customers, and first-hand information of customers can be collected through face-to-face contact. However, it should be noted that terminal collection is generally difficult, because it is related to the vital interests of businesses. Therefore, production enterprises should mobilize the positive xing of merchants through the incentive mechanism, so as to encourage merchants to be willing to collect. (5) Network and call center are new channels to collect customer information. With the development of e-commerce, customers increasingly turn to websites to learn about enterprise products or services, and complete order operations in time. Therefore, enterprises can establish customer files by visiting websites to register. In addition, if the customer calls the customer service, the call center can automatically record the customer's phone number in the computer database. In addition, if you ask customers some basic delivery information when ordering, you can also initially establish their customer information base and then gradually supplement it.
2. Indirect Channels Indirect channels for collecting customer information refer to enterprises that do not collect first-hand information of customers in person, but adopt indirect methods, which can generally be obtained through the following channels. (1) Various media. Various authoritative xing newspapers, magazines and books at home and abroad, and related information published by major news agencies, networks and TV stations at home and abroad often involve customer information. (2) Industrial and commercial administrative departments and overseas institutions. The administrative department for industry and commerce generally knows the customer's registration, capital status, business scope and business history, and is a reliable source of information. For foreign customers, we can entrust business counselor of China's embassies and consulates in various countries to help us understand, and we can also help us understand customers' credit standing, business scope, business ability, etc. through the overseas business organizations of some large companies in China. (3) Domestic and foreign financial institutions and their branches. Generally speaking, customers have business dealings with various financial institutions, so financial institutions can be used to investigate customer information, especially financial status. (4) Consulting companies and market research companies at home and abroad. Consulting companies and market research companies at home and abroad have the advantages of wide business scope, high speed and accurate information, so they can make full use of this group to conduct a comprehensive survey of designated customers and obtain relevant information about customers. (5) Lease or purchase from a company that has established a customer database. Small companies cannot collect customer information by themselves due to limited strength or other factors. Because of this, they can obtain customer information by renting or buying the corresponding database from the company that has established the customer database, which is also lower than the cost of collecting customer information themselves.