Best Ways to Follow Up with Customers
If you're anything like me, you probably offer a mix of online courses, digital products, and packaged services—but you still make time for those all-important 1:1 calls.
For me, a thoughtful follow-up note after a call isn’t just a nice-to-have—it’s a way to show clients that I genuinely care. It adds that extra “care factor” that strengthens the relationship and shows I’m invested in their success.
Why Follow-Ups Are a Game-Changer
Let me paint a picture for you. I’ve been on plenty of coaching calls where I was told I needed to do this, that, and the other thing. The problem? The call wasn’t recorded, and it was entirely up to me to frantically scribble notes while also trying to stay present in the moment.
I truly wanted to succeed, but without a follow-up from the coach to solidify next steps, it was easy to miss key details. That missing piece created a stumbling block for me, and honestly, it could have been avoided with a simple email.
My Solution: A Simple Follow-Up System
Since I love a good system (and delivering a happy ending is non-negotiable for me), I created my own little follow-up process. This way, I could make sure my calls ended on a high note every single time.
Here’s what I do:
- After each call, I jot down a quick summary of what we discussed and the action items we agreed on
- I pop those notes into a simple form I created in my CRM (Customer Relationship Management tool)
- I tick a box, and like magic, an email gets sent out to the client with my personal notes and a clear outline of what they need to focus on
- Bonus? The form automatically updates the client’s contact record, complete with a time and date stamp for future reference
It’s simple, personalised, and incredibly effective.
Why Are Follow-Ups So Important?
Let’s get real for a moment. A study by Harvard Business Review found that 56% of customers complain about poor follow-up. And here’s the kicker: 48% of those customers who have a bad follow-up experience go on to tell at least 10 other people about it.
That’s the kind of reputation hit you don’t want for your business. Poor follow-ups can leave your customers feeling undervalued and unsupported, which is the last thing you want when you’re building a purpose-driven brand.
How to Implement a Stellar Follow-Up System
If you’re wondering what’s needed to set up your own follow-up system, don’t worry—it’s easier than it sounds.
Here’s what you’ll need:
- A CRM Tool: Choose one that allows you to create custom fields and forms. This will be the backbone of your follow-up process
- Automation Features: These allow you to send personalised emails without manually typing them out each time. Efficiency is everything!
- Your Personal Touch: The magic lies in making your clients feel seen and heard. A quick note referencing your call and outlining their next steps can work wonders
Pro Tips for Follow-Up Success
- Timeliness Is Key: Send your follow-up email within 24 hours of your call. It keeps the momentum going and shows you’re on top of things
- Personalisation Over Perfection: Don’t stress over writing a masterpiece—just be authentic. Mention specifics from your call to show you were paying attention
- Add Value: Include a helpful resource, link, or quick tip that ties into what you discussed. It’s a small gesture that leaves a big impression
Take the Next Step
Follow-ups don’t just make you look professional—they make your clients feel supported, valued, and ready to take action.
Plus, they’re a key part of building long-term trust and loyalty.
So, what’s stopping you from creating your own follow-up system?
Start small, get comfortable with your CRM, and make personalisation your secret sauce. You’ll be amazed at how much of a difference this one simple step can make for both your clients and your business.
Ready to deliver that extra care factor?
Let’s make it happen! 🌟
Lyndi MacRae
Author & Mentor