|
By: Kathy Kent Toney, Chief Advisor, AI & Advanced Systems at Kent Solutions  Image by Kathy Kent Toney There’s something a little bittersweet about writing a final blog post. When I started blogging in May 2019, I didn’t fully know where it would lead. I simply knew I had things I wanted to share — ideas about business, customer relationships, better systems, and practical improvements that help people work smarter and serve others well. Over time, this blog became a place for me to share what I was learning and what I was seeing in the real world. It became a place to talk about CRMs, automation, follow-up, AI, workflow improvements, and the very human side of running a business well. And for that, I’m deeply grateful. If you’ve spent time here reading what I’ve written over the years, thank you. Truly. I never take it lightly when someone gives their time and attention to something I’ve created. There are always a hundred other things competing for that attention, and I’ve always appreciated the people who chose to spend even a few minutes here. This blog has been an important part of my journey. It gave me a place to think out loud, test ideas, share what was working, and, hopefully, encourage business owners and leaders who were trying to build something meaningful without drowning in manual work, missed follow-ups, or disconnected systems. But sometimes growth means more than just adding new things. Sometimes it means getting clearer about where different kinds of content belong. That’s where I am now. My work has expanded, but one thing has not changed: I still care deeply about helping people simplify operations, improve follow-up, make better decisions, and use technology in ways that feel practical, thoughtful, and genuinely helpful. Going forward, I’ll be continuing that work through two distinct publications. If you’re looking for practical small business guidance — including automation, follow-up, CRM use, and ways to make your business run more smoothly without losing the human touch — the SMB Automation Brief is the best place to stay connected. If you’re more interested in broader leadership and technology topics — including emerging technology, execution, risk, and business value — the Enterprise Technology Leadership Brief will be the better fit. Both are designed to provide focused, useful content for different needs, and you can choose the one that fits you best using the buttons below. So while this blog is coming to a close, the work itself is not going away. It’s simply moving into clearer, more intentional homes. Thank you again for being part of this chapter. Thank you for reading. Thank you for supporting my work. Thank you for allowing my words a place to land. I’m grateful for the journey, and I hope you’ll stay connected for what comes next. Please choose your selection below to keep my content coming your way!
0 Comments
By: Kathy Kent Toney, Chief Advisor, AI & Advanced Systems at Kent Solutions  Image by Kathy Kent Toney You know that rare kind of customer experience that feels so smooth you almost don’t trust it at first? Every time that happens, my brain time-travels back to those Allstate commercials and that line: “You’re in good hands.” Not because I’m thinking about insurance—I’m thinking, this is what it feels like when a company has its act together, and I don’t have to manage the process. For me, it's Chewy, a pet supply company I've used for years. Every time I've reached out with a question or concern, their support team has been kind, responsive, and empowered to help. I can't count the number of times they've refunded something instantly; no pushback, no delay. It's not flashy—it's just excellent. That’s the “good hands” feeling. But what makes it so consistent? Here’s the secret: it isn’t luck, personality, or hustle. It’s systems. Clear processes, the right tools, and automations that support your team and guide your customers—so the experience feels calm, timely, and personal every time. What “You’re in Good Hands” Service Really Means It’s the kind of service that feels steady and intentional—like someone’s caring for the experience before problems ever have a chance to grow. Great service doesn’t mean luxury. It means your customer never has to wonder what’s happening next. Your communication arrives when it should. Your process feels thought through. Your brand feels calm and capable. That’s what systems create: reliability that your customers can feel. Why Systems Matter More Than Hustle Trying to “wow” clients without structure is like trying to host a dinner party without preparation—you’re sweating in the kitchen while your guests wonder where you went. Take, for example, one of my clients, an energy consulting firm that was doing all the right things but was spending a tremendous amount of time on manual processes. But with fragmented contact lists and no visibility, their outreach felt like a shot in the dark. Once they centralized everything with our CRM, they began segmenting their audience and tracking engagement. Their open rates soared into the 40–50% range, empowering them with a new level of confidence and capability. They didn’t add more work—they added clarity. Where Systems Create “Good Hands” Moments You don’t need to automate everything. Just focus on the touchpoints that matter:
These are the moments that make clients feel valued—and they’re easy to overlook without a system in place. Systems create reassurance. They help customers feel secure, informed, and cared for. One Step Is All It Takes You don’t need a whole tech stack or an enterprise budget to deliver a premium experience. Start with one repeatable process—onboarding, follow-ups, or a simple check-in sequence—and build from there. Little by little, those systems stack up to create something that feels personal, polished, and easy to maintain. Not sure where to begin? Download The Ultimate CRM Health Check—a quick, practical assessment to help you identify gaps, spot opportunities, and get clear on what to improve first. It’s the first step toward delivering a “you’re in good hands” experience without adding more to your plate. By: Kathy Kent Toney, CEO & Founder, Kent Solutions  Image by diana.grytsku on Freepik Acquiring new customers? Check. But are you accidentally ignoring the most significant revenue generators right under your nose? We're talking about your existing customers—the ones who stick around, keep buying and fuel sustainable growth. It's a no-brainer to prioritize keeping them satisfied and loyal. The secret to making it happen? Leveraging your CRM to build a killer customer retention strategy that will put a stop to ignoring your CRM's potential. 1. The Metrics That Matter for Retention Your CRM is a goldmine of data that can reveal powerful customer retention insights. Monitor metrics like purchase frequency, engagement levels across channels, sentiment scores, and other behaviors closely to set benchmarks and goals for your most crucial retention KPIs. Based on changing patterns, you can even identify customers at high risk of churning, giving you a chance to course-correct. 2. Mapping the Customer Journey (Again) With those CRM insights, you can build incredibly detailed customer journey maps. But this time, you're looking for potential gaps or pain points that could drive customers to seek greener pastures elsewhere. Optimize and smooth over every touchpoint and process to ensure a consistently delightful experience. 3. Deploying Retention Plays from Your CRM Armed with rich customer data from your CRM, you can execute smart retention tactics and campaigns with surgical precision—design automated win-back workflows when engagement drops. For instance, if a customer hasn't made a purchase in a while, you can automatically send them a personalized offer to entice them back. Roll out loyalty programs with tailored incentives, such as offering exclusive discounts to long-term customers. Strike while the iron's hot by capitalizing on milestones and triggers for timely retention outreach, like sending a personalized thank you note after a customer's first purchase. 4. Encouraging Expansion Revenue Don't just stop at preventing churn—there's a world of potential growth in your existing customer base. Encourage them to expand their investment in your products and services over time. Your CRM data can uncover prime cross-sell and upsell opportunities. Surface new solutions that'll bring additional value, and deploy targeted campaigns to boost lifetime customer value. 5. The Human Factor in CRM Retention Of course, technology alone won't nurture lasting customer relationships. CRM platforms also empower your team to deliver delightfully personalized human service at scale. Identify your biggest advocates and cheerleaders, then enlist them as retention champions. Never underestimate how sincere one-on-one interactions supercharge stickiness. # # # Let's face it: your CRM is an unmatched asset for mastering customer retention and optimizing recurring revenue streams. It houses invaluable data that enables understanding behaviors, mapping seamless journeys, and proactively nurturing relationships with the experiences and values your customers crave. Don't squander this goldmine—unleash its power with best practices to cultivate lasting loyalty! Speaking of mastering customer retention, wouldn't it be nice to know what NOT to do with your CRM? Avoiding common CRM pitfalls is critical for effective customer retention. Intrigued? Then grab our freebie checklist, "The Top 10 CRM Mistakes to Avoid (And How to Fix Them)," to help you steer clear of roadblocks sabotaging your strategy! By: Kathy Kent Toney, CEO & Founder of Kent Business Solutions  Image by Dragana_Gordic on Freepik Today's businesses face many challenges, including how to provide top-tier customer service. This reality is especially true due to the current labor shortage of qualified customer service agents. In light of this fact, what steps can companies take to elevate their customer service capabilities? One shining example is the pet care company Chewy. I recently had one of the best customer journeys I've had in a long time, and my experience with them serves as the inspiration and case study for today's blog. Here are three things that Chewy does with excellence that if all businesses would do, they'd reap incredible benefits: 1. Notify Customers of Actions You Plan to Take When I ordered some dog food several months ago from Chewy, I forgot to cancel my auto-ship feature with them. I realized this when I received an email letting me know Chewy planned to auto-ship a bag of dog food the next day. This would have been a simple fix if I had read that email the day I received it, but I didn't. So, the next day, I received a notification that Chewy had shipped my order. If I hadn't seen the notifications, I would have never known there was a problem in the first place until the box showed up on my front doorstep. 2. Make it Easy and Enjoyable for Your Customers to Get Help After discovering this news, I pulled up their app on my phone. I was happy to find Chewy's phone number displayed right at the top, making contacting Chewy simple. After I clicked on the number, their phone system immediately connected me with a super personable and fun-to-talk-to agent. 3. Fix the Problem Until Your Customer is Satisfied Within a matter of minutes, the rep had cheerfully canceled my auto-ship, refunded my money, and told me that if he didn't catch the auto-ship in time and I didn't need it, I should donate the $43 bag of dog food to a shelter. There was no need to return it or pay for it. He did a great job solving my problem quickly and to my satisfaction, and it was all accomplished in 5 - 10 minutes. I was delighted with the result! One More Bonus Point… A common thread throughout my positive experience with Chewy made it possible: their current workflow automation platform. It fuels their ability to satisfy their customers highly. The right tool can certainly do that! But, the right workflow automation platform can also help offset the challenge associated with labor shortages of qualified agents or other employees. How is this possible? I'm glad you asked! When a company can consistently help customers more quickly (like Chewy does), productivity can increase significantly, decreasing the need for more representatives. This capability can allow organizations to provide more amazing customer experiences through their current staff. And who wouldn't want that? # # # One great way to better serve customers and prospects is to have a robust CRM that can perform traditional functions, like contact management. But wouldn't it be even better to have expanded marketing and sales functions, such as automated onboarding of customers and facilitating their retention, email and SMS marketing, Kajabi-type training, a website builder, capabilities similar to ClickFunnels and Calendly, and content AI generation at ~$0.50 for a typical blog? These attributes are just the tip of the iceberg of what this CRM can do and at a fraction of the cost of similar platforms! If this sounds intriguing and you want to learn more, click the below button to schedule a chat! By: Kathy Kent Toney, CEO & Founder of Kent Business Solutions  Image by Mohamed Hassan on Pixabay Imagine the following scenario: Your business launched a highly anticipated new product or service into the market, and results were well below expectations. So much time, money and effort were spent on creating it, and the development team was positive it was going to do well in the market. Disappointed is hardly a word that describes everyone’s emotions. The ramifications were not too pretty as well--one person lost their job, another was demoted, revenues plummeted, etc. Everyone on the team was asking themselves: ”What could we have done differently?” Perhaps you don’t need to imagine this situation, because it unfortunately happened in your business. If that’s the case, here’s a possible answer--your business could have done a better of job of listening to the Voice of the Customer (VOC), before you ever started the development project. If customer requirements were well documented in advance, your new product or service could have been tailored more to meet the customer needs. By doing so, the likelihood of a more successful product or service launch would have significantly increased. So, what are the warning signs that your business could use VOC? Let's dive into that! 1. Product or Service Launch Failures The example described in the previous paragraph is often an indicator that your company needs to use some VOC techniques. Having a robust process should lessen these failures significantly. 2. High Levels of Customer Churn There’s no need to scratch your head, wondering why they left. The best solution is to reach out to them and find out the reasons for their departure. Perhaps a survey or focus group would be beneficial. Then, armed with these insights, you can put together an action plan to resolve the issues. 3. Rising Customer Complaints If you’ve noticed an uptick in your customer complaints, it’s time to start doing a better job of understanding what is making them unhappy. Next, devise a plan to reverse the trend. 4. Depressed Revenues It’s not a far leap to find a connection between less-than-stellar profits and less-than-happy customers. Digging in deep to find out the reasons for their disenchantment can provide actionable insights for your business. 5. No Formalized Method of Gathering, Recording or Acting on Customer Feedback It’s so important to a business’ profitability to have a standardized way of ensuring feedback is properly gathered, stored, and acted upon. In fact, one study proves that companies with VOC programs outperform all others by as much as 22% across a number of categories, including revenue, customer churn, among others. There’s proof that VOC works! If your business hasn’t encountered these warning signs, congratulations! You’re most likely doing a good job of listening to your customers. However, if any of these situations sound familiar, your business could be a good candidate for using VOC techniques. If you’re in this boat, I’d love to brainstorm with you some possible solutions! All you have to do is click the button below to schedule a time on our calendars. By: Kathy Kent Toney, CEO & Founder of Kent Business Solutions  Image by Freepik As a business leader, have you ever experienced significant shortfalls with your customers that resulted in poor reviews or lost business? If this rings true for you, there is a solution that can prevent this from happening again—Voice of the Customer (VOC). It’s an invaluable tool for any business leader’s toolbox! Here's a great example of how one of my amazing clients turned a potentially harmful situation into a multi-million dollar outcome using VOC. The Problem This local manufacturer didn't have a standard process for gathering customer requirements to ensure proper incorporation before new product development efforts started nor to monitor them continually during the process. This problem became very evident when the following scenario happened. My client had recently established an innovation arm of their business for developing smart technology products. One day, they called upon an electrical contractor to install a prototype of their first new innovative product at a work site. Much to my client's chagrin, the contractor informed them that they had made a massive mistake in the housing of the product, making it non-functional in its current state. This mistake could have caused ALL kinds of serious issues, especially if they had to go back through a lengthy UL approval process. Thankfully, that wasn't the case! The Solution That's when the CEO decided to bring me in to develop a new approach they could integrate into their product development process. We got right to work! I teamed with them to create "how-to kits" for each different VOC type: surveys, focus groups, and customer visits, to name a few. Then we integrated the how-to kits into different phases of their product development process. That way, end users would know how to gather customer feedback at the correct times and places. Not only that, the process helped to ensure they incorporated that feedback into developing products. The Results The outcome was excellent! The first new product that used the VOC process experienced the following:
My client has been thrilled with the results! Another great thing about this process is that it's a drop-in system that can be easily adapted to other product development processes and even works for service delivery models. This aspect can benefit a company, allowing quicker and less costly implementations. And when it comes to process deployments, who doesn't want that? # # # As a "thank you" for reading my blog, here's a freebie I'd like to share with those of you who develop products—a Product Development Checklist. If you're new in this space, it can start you down the road of creating such a process or help you improve the one you already have. If you have a mature approach, feel free to adapt any new insights to improve your current process. Either way, I'd love to have you check it out! Just click the button below to download it. |
Follow Us!
Archives
March 2026
Categories
All
|
RSS Feed
