Automating follow ups with LEAN precision.
In the fast-paced world of modern business, follow-ups are the lifeline of strong relationships, whether with clients, suppliers, or internal teams. Yet, they are often one of the most neglected tasks, leading to missed opportunities, delays, and inefficiencies. Automation can revolutionise this process, turning a reactive task into a proactive system while incorporating principles from LEAN process improvement to reduce waste and maximise value.
Two months ago, I attended two open houses. I gave my contact details to the first agent and my husband gave his contact details to the second agent (different agency). Neither of us ever received any communication following the inspection. One house only recently sold and the second is still on the market. I was honestly so surprised that the follow up hadn’t occured, considering I assumed the real estate industry would be at the forefront of this activity.
The question is whether they do not have a system in place or whether the system failed.
In this article, I thought I would talk about the system, as a robust automated follow up system can be applied to almost any business in any industry.
Why Automate Follow-Ups?
Automation reduces the burden of repetitive tasks and ensures no critical touchpoint is missed. From emails to SMS reminders, and even newer technologies, automating follow-ups saves time, enhances productivity, and aligns with the LEAN goal of eliminating non-value-adding activities.
1. Streamlining Email Follow-Ups
Email automation tools like Mailchimp, Klaviyo, Flodesk or ActiveCampaign allow businesses to create standardised workflows. For example:
Lead Nurturing: Automatically send tailored follow-up emails after an event, whether that is an initial enquiry, a referal, an anniversary, a download ect. You can then guide clients or customers through a tailored flow of emails that differ depending on their actions - for example if they continue to a purchase or if they open an email.
Customer Check-ins: Schedule emails to check client satisfaction at key milestones, post purchase, payment, on discharge, delivery, ect. Again, this email flow can be set up to deliver tailored messaging depending on the customer action. Did they give a bad review? A different communication sequence will be activated.
By standardising email content and timing, you minimise variability and ensure consistent, high-quality communication. Analyze response rates to refine your strategy—data-driven adjustments align with LEAN's continuous improvement (Kaizen) principle.
This activity reduces the time spent manually drafting similar emails repeatedly, cutting waste from your processes, and directly relates to the LEAN principle of Standard Work.
2. SMS Reminders for Timely Engagement
LEAN Principle: Just-in-Time (JIT) SMS follow-ups can ensure timely reminders, such as:
Appointment Confirmations: Automated texts reduce no-shows.
Payment Reminders: Triggered SMS messages for overdue invoices.
Customer Surveys: Triggered SMS messages for survey completion or reminders.
Using platforms like Twilio or SimpleTexting, messages are sent exactly when needed, enhancing responsiveness and minimising delays. SMS systems integrate with CRMs, ensuring that reminders flow seamlessly within the broader communication process.
Again, this reduces delays caused by manual reminders and ensures tasks occur at the right moment.
3. Automating Phone Call Reminders
Many CRMs, such as Salesforce or Monday.com, offer automated task reminders that flag when a phone call follow-up is due. Paired with a visual dashboard, these systems keep teams informed at a glance about overdue or upcoming follow-ups.
Task Prioritisation: Automate reminders for critical calls to ensure high-priority tasks are not forgotten.
Team Collaboration: Share visibility across teams to avoid duplicate calls and streamline effort.
Implementing this type of process reduces missed opportunities due to forgotten follow-ups while avoiding duplication of effort. Keeping your team informed leads to higher levels of engagement and performance.
4. Cutting-Edge Technologies for Enhanced Follow-Ups
New tools are transforming how businesses approach follow-ups:
AI-Powered Chatbots: Tools like Drift or ChatGPT API can engage customers in real-time, providing immediate answers and scheduling callbacks. You can even send personalised AI video messages. *Note - Use with caution!
Voice Assistants: Integrate systems like Alexa for Business to manage schedules and set follow-up reminders effortlessly.
Predictive Analytics: Use platforms that analyze past interactions to predict when a follow-up will have the highest impact.
These newer technologies can optimise resources by focusing efforts on high-impact interactions.
5. Aligning Follow-Up Automation with Value Stream Mapping
A LEAN-oriented business analyses its value stream to identify inefficiencies. Apply this to follow-ups by:
Mapping out the entire process (e.g., from client inquiry to follow-up completion).
Identifying delays, redundant steps, or miscommunication.
Automating or refining processes to eliminate bottlenecks.
For instance, if client onboarding delays stem from a lack of timely follow-ups, an automated email sequence can be introduced at specific steps to keep the process moving smoothly.
Tips for LEAN Implementation in Follow-Ups
Start Small: Automate one aspect, like appointment reminders, then expand to emails or calls.
Measure and Improve: Continuously track response times, conversion rates, and client satisfaction metrics.
Involve the Team: Ensure employees are trained and engaged with the new tools, fostering a culture of improvement.
By adopting LEAN principles alongside automation tools, organisations can transform their follow-up processes into a seamless, efficient system that delivers value with minimal waste. Whether you're a service provider, manufacturer, or retailer, the benefits of combining these approaches are clear: increased efficiency, enhanced client satisfaction, and more time to focus on strategic growth.
If you are interested in how follow up automation might transform your business - please get in touch via the CONTACT US button.