The best CRM strategies include technology, process and people. Image: Fotolia
The best CRM strategies include technology, process and people. Image: Fotolia

In my last post I said if you request customer feedback, make sure that you actually respond to their feedback. Today I am telling you to ramp up that customer relationship management software on your computer to fully exploit it.

A recent dining section in the New York Times concentrated on customer service in the restaurant business. The lead article was about how certain establishments were using their CRM technology to know their regular customers’ likes and dislikes, even to the point where off the menu items were available to them.

For you in the mortgage business, this means using your CRM system to put in such tidbits as favorite restaurant, favorite ice cream flavor, etc. Surprise your customer with a coupon to their favorite establishment once in a while.

Or, if they let it slip they just got a new car, work with a local car wash to get them a free wash (This is an expansion of an idea I got from Karen Deis).

There are plenty of other ways you can go that extra mile and build ties with local community businesses.