Is Your Past-Customer List Collecting Dust?

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Every company that uses a CRM has a treasure hidden in plain sight: the past-customer list. It’s like having a pile of gold coins and no one ever bothers to pick them up. This list is often treated like a Rock nobody owns, and that’s a problem.

What’s the Big Deal?

Your past customers represent opportunities. They already know your business. They’ve bought from you before, and they might buy again. Ignoring this list is like ignoring leads that are already warm. If you’re not actively engaging with these customers, you’re leaving money on the table.

Assigning Ownership

The first step in harnessing the potential of your past-customer list is to assign ownership. Just like any Rock in your EOS process, someone needs to take responsibility for it. This isn’t a task for the entire team; it needs a dedicated person or small group to manage it.

• Who on your team can drive this? Think about the skills needed to re-engage past customers. You might want someone with a good personality, strong writing skills, and experience in customer relations.
• Set specific goals. What do you want to achieve? Is it a certain number of follow-ups or maybe scheduling meetings with past clients?
• Develop a follow-up plan. Define what actions need to happen each week. Should you reach out via email, phone calls, or perhaps send a personalized offer?

Why Follow-Up Matters

Think about it: your past customers are a captive audience. They already trust you. If they had a good experience, why wouldn’t they want to hear from you? Yet, many companies fail to follow up. Here’s a funny thought: it’s easier to get a cat to come when you call than it is to get a past customer to re-engage if you don’t reach out.

Keeping the Scorecard Honest

Once you have ownership established, add a metric to your Scorecard to track engagement with past customers. This will keep the focus on follow-ups and help you measure the effectiveness of your efforts. The more you track, the more likely your team will prioritize it.

“What gets measured gets managed.”

Utilizing Technology

Automation can also play a role in managing your past-customer list. Enter Tawny, the AI office manager. She can help schedule follow-ups and keep track of any interactions. But remember, technology is a tool. It’s your team and your processes that will make the difference.

Turn Past Customers into Present Opportunities

In conclusion, your past-customer list is not just a name and phone number collection. It’s an asset waiting to be activated. Assign ownership, set goals, and make follow-ups a priority. When you treat this list as a critical component of your strategy, you’ll see the value it can bring.

If you’re unsure how to get started, consider looking into tools like Tawny to help manage the process. But remember, the real driver of success is your commitment to the system.

Ready to see how it works? Visit myeasysystem.com/eos.