With all of the digital tools at our fingertips, the field of Customer Relationship Management is exploding. Whether you’re talking about email marketing, social media, or cloud-based database systems, the value of relationships is sure to be at the forefront of the conversation.

I had two encounters recently, that clearly illustrate an interesting concept in relationship management. Both situations involved businesses that were very non-technical by nature; medical, in one instance, and brick-and-mortar retail in the other.

Situation A

Last year, I visited a local dental surgeon for an assessment about a fairly major (but optional) procedure. I was impressed with the home-like atmosphere of the clinic, the friendly faces, the smiles and comforting assurance.

After two visits, I was left with an armful of pamphlets, a medical insurance quote, and a major decision to make. I decided that, although the procedure was something I wanted to pursue someday, the timing wasn’t quite right.

During the last 12 months, the thought bubbled up from time to time. I read online forums, I spoke to others who have been in my spot. I’ve even mentioned it during several speaking engagements. For a big ticket purchase, I was exhibiting behaviour that I would imagine is typical for the buying cycle: I was taking my time.

Last week, I decided it was time to move ahead. This morning, I dialed the phone, feeling a mixture of nerves and excitement.

The receptionist took my name and paused. She broke a long silence with an unexpected response. We’ve marked your status as inactive – I’ll have to have someone dig up your record and get back to you later this week.

Situation B

I visited a local retail store five months ago, looking to make a fairly substantial purchase – not nearly on the scale of dental surgery in terms of cost or consequence; but still fairly expensive. The owner struck up a conversation, explaining the story of their family business. He gave me a card, took my name, and shook my hand. There were no comfy couches or crackling fireplaces, but the authenticity of the conversation achieved the same sense of comfort and familiarity I had felt in the aforementioned clinic.

I’m sure my name was never entered into a database.

I didn’t make a purchase that day, either. I chose something else, somewhere else and he never heard from me again.

Recently, I wandered back into the store. The conversation picked up where we had left off, many months ago. He knew my name, and he recognized that I had chosen to shop elsewhere after our first interaction. No problem – I’m so glad that gift worked out. I have a few things that I think you’ll love… let me show you.

Your customer owns the relationship

No matter how shiny or fancy your database might be, you never actually own any relationship. Any status you apply to a customer is ultimately just your best guess of their future actions; not a reflection of their true state.

It’s an odd juxtaposition: As technology has advanced for businesses to manage relationships, that same technology has put more power in the hands of the consumer; weakening any “ownership” that the business may have once had.

Your old signals might be broken

Once upon a time, a customer had to rely on the business for all information and consultation prior to taking the next step. Status was quite simple – the business owned the funnel, and could count the customers they had traipsing along the pipeline.

The game is different now, and the pipeline is full of holes. Your customer can look up any technical specs, access reviews, and comparison shop from the palm of their hand – on their own terms. Traditional signals of “inactivity” (aka: we haven’t heard from them in awhile) might not apply anymore.

Look for new signals

This is where our shiny new tools can come in handy. What’s the ROI of Facebook “Like”, Twitter Follow or Email subscriber? So often, people stumble here, debating dollar values. These asymmetrical, loose-tie relationships represent a juicy middle ground between the on-or-off customer status that businesses might have applied in the past. They symbolize I’m still here, just not quite ready. They allow you continue to educate. They also allow you to note new changes in a potential customer’s life; data that could very easily be factored back into a database system client status.

How are you equipping your potential customers to keep you on their radar? Do you have a communication plan for loose-tie connections, beyond “add them to email blasts?”. Be honest.

Open your arms for inactives

No one likes to walk into a room where no one knows their name. We like to fit in.

Perhaps, a less comfortable sensation is the thought that the room of people who once knew you might have forgotten you exist. We like to be memorable.

While Pareto might espouse the value of focusing on your top 20% of customers, you also need to pay close attention to those who might seem to be “inactive”. These represent relationships that are hanging on by a thread.

How do you welcome them back?

How do you make the next conversation feel like home?

Photo credit: alborzshawn