Most of us consider moving houses a once in a lifetime event. It leaves a big mark! Might be to a bigger place, might be to a new place where we will experience new adventures or sometimes it might be to downsize and challenge ourselves in ways we never thought we would.
For whatever reason, we expect it to go smoothly and to be something we won’t have to do again ever – or anytime soon. On the other side, we are all deeply involved with removals: you are a company that offers this service and we are a solution that can help you making your business smarter. So in the end of the day, all that we really want is for people to move houses as much as they can and, as a treat, for them to take us with them anywhere they go. So my question here is: how do we transform this once-in-a-lifetime-event customer into a customer for life?
Sounds tricky, but the answer lies in three letters – CRM – and stands for Customer Relationship Management. It is a technique (or strategy) to categorize and manage current customers and potential ones, allowing interaction and using the right approach throughout their lifecycle.
A recent study by Origin Energy suggests that Australians will relocate approximately 14 times in a lifetime. For your business, it means 14 opportunities to get a new job with the same customer. But what do you do meanwhile? What do you do between one relocation and the other that will help you being remembered by your customer? You keep in touch in the right way, managing your relationship and making sure you will be able to offer services again and again and again.
It all starts with knowing who your customer is
CRM begins with information. Who is your customer? How old is he or she? Why is he/she relocating? It is basic and it is a type of information easily collected. Once you have all info, it is easy for you to create different categories of customers.
Let’s say you have a client who has just moved in with some friends. Chances are that this place is leased and that in a few years that same customer will relocate to a new place that he/she bought. So keeping your brand fresh in this customer’s’ mind is the best way to go for now. Make sure you are engaging him on social media – we’ve blogged about it before and why it is so important for businesses – and that you send him e-mails every so often with an interesting content.
Upsell your services
Yes, you are great at removals! You have an awesome staff, great trucks, customers love you….but then you realise some old time clients are beginning to downsize, moving to smaller places now that their kids already have their own families. Not only they need help moving, but they also need some storage space. Why not start offering this service? If there is a new product you can offer that is related to your market, take it and make of it a new opportunity for business!
By the end of the day, you just need to make sure you are delivering what you’ve promised and that you will always pay attention to what is going on around you.
Keep up to date with your market, its trends and changes, and make sure your business is ready to adapt!