One of the regular conversations I have with my clients involves leveraging Customer Relationship Management – CRM – tools to retain and engage their existing customer base in order to keep them coming back to spend money.

How exactly that should be done is a lengthy conversation. The fact that it should be done is a much shorter topic.

Let me sum it up: You need to do it.

Instead of droning on about it, I’m going to tell a story that makes my point for me.

Out of the blue the other day I received a text from the owner of a local art gallery.

Good morning Lee , how is it going? Please let me know if you are attending the Gabe Leonard show next Saturday, he will pick a customer’s name from the hat and paints and original of that person at the show and will present it to the client, it’s a big party . Only with RSVP . If is yes text me back please .
Cheers
Arde

I purchased a limited edition Gabe Leonard print late last year. I don’t know art, but I know what I like.

So here is the gallery owner, eight months later, following up with his customers to let them know there’s a special event coming up that they might be interested in.

It’s not lost on me that this is what I tell my clients they should be doing with their customers.

Let me put this another way: if art dealers are using CRM to stay in contact with their customers, there’s no reason why any of you tech sector wizards shouldn’t be doing that too.