CRM expert and Head of Thryv, Elise Basillie, shares tips on how to keep customers coming back; because retainment is cheaper than acquisition.
For Australian small businesses , staying top of mind with customers is everything. You can have the best product or service, but if you are not following up, keeping in touch or making your customers feel valued, they will move on to another business who does just that.
That’s where Customer Relationship Management (CRM) comes in. When done right, it can help you turn casual customers into loyal, repeat clients. And no, you don’t need to spend hours glued to a spreadsheet or invest in some overly complicated system. Smart segmentation, automation and personalisation can make a massive difference without adding extra work to your plate.
Rethink customer segmentation – it’s not one-size-fits-all
Not all customers want the same thing, so why send them the same messages? Segmentation is just a fancy way of saying, “talk to people about what actually matters to them.”
Think about it like this:
- A mobile car detailer could send reminders before a long weekend, when people are planning road trips and want their car looking fresh.
- A window cleaner could time their messages for Spring, just as people start noticing how grubby their windows got over winter.
It’s all about reaching out at the right time with the right offer. The more relevant you are, the more valuable you become and the more recurring revenue you can create.
Automate for efficiency and connection
Automation gets a bad rap, but done well, it ramps up, rather than replaces the human touch. It’s about making sure no one slips through the cracks and freeing up your time for the work that actually matters.
For example:
- A personal trainer could automate session reminders and follow-ups so they spend more time training clients and less time chasing bookings.
- A hairdresser might set up automatic ‘time for a refresh? texts when a customer is due for their next cut and colour.
Make your customers feel like VIPs
No one likes feeling like just another number. The businesses that stand out are the ones that make customers feel valued. And the best part? It doesn’t take much.
- A freelance photographer could send a personalised message on a client’s anniversary, offering a discounted session for updated family portraits.
- A tradie could offer maintenance reminders based on when a client last had a service, making it easy for them to rebook.
These little touches make people feel special and when people feel special, they come back.
Making advanced CRM work for a sole trader
- Choose a platform that integrates segmentation, automation and analytics. Look for something user-friendly and scalable, ensuring it evolves alongside business growth.
- Avoid broad, one-size-fits-all categories. Instead, think about what makes customers unique including their purchase history, communication preferences, seasonal needs or pain points.
- Use automation to handle routine tasks without making interactions feel robotic. Every automated message should feel intentional and relevant.
- Don’t let valuable data sit idle. Use it to refine your approach, adjusting as customer preferences and behaviours change.
The payoff beyond customer satisfaction
At the end of the day, strong customer relationships are what keep businesses thriving. The more effort you put into keeping in touch, personalising interactions and making life easy for your customers, the more they will return the favour – by booking again, referring their friends and keeping your business growing.
For sole traders, it’s not about doing more, it’s about working smarter. And that starts with making CRM your secret weapon.
