Give customers a conversation, not a discount code

Customer Relationship Management (CRM) is often used like a blunt sales tool.

Ever had a seasonal discount ping into your inbox, sometimes just days after you’ve made a full-price purchase? Impersonal, poorly timed, and doesn’t help to build customer loyalty and relationships.

Done well, value driving CRM is built on four key components:

• A two-way dialogue

• Customer-level relevance

• Good timing

• The right message

Recently, while working from home, I noticed a neighbour having their driveway professionally cleaned. The results were impressive. Later that day, one of the workers politely knocked to apologise for the noise. It was a small gesture, but meaningful (two-way dialogue and good timing – I was home and had a weedy drive).

He then made a light-hearted comment about the weeds on my drive (3 in one…customer-level relevance, good timing and the right message). That was all it took…I asked for a quote.

He returned on time, we negotiated (yes, there was the inevitable 20% off), and my drive is now pristine. So are most of my neighbours’. The same tactic worked over and over again.

This is CRM in action: product visibility, relevant timing, a human connection, and a carefully judged offer. He didn’t know if I was bothered about weeds, but it was worth the knock on the door. He got the sale because he said the right thing at the right time.

The takeaway: Don’t lead with the discount. Understand your customer first: what they need, when they need it, and how they want to hear from you.

Unlocking your CRM’s full potential isn’t about guesswork. It’s about using real customer data, guided by behavioural insight.

Angela Hall

The Insight House www.insighthouse.co.uk