John DiJulius | Customer Experience Blog


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John DiJulius

John DiJulius

Try this out for cultivating new relationships and building deeper relationships: Have your employees who come in contact with customers do the following daily or weekly (based on what is realistic in their world).

Send out 3 emails per day to existing clients
Send out 2 cards per day to existing clients
Call 1 existing client per day on the phone

The 3-2-1 strategy is only to be used in dealing with existing customers you are reaching out to in a non-reactive way. They are people you are not responding to a request or currently involved in servicing at this particular day or moment. It is a cold, out-of-the-blue act of re-engaging the client, without any solicitation of product or services. For instance:


I was just thinking about you and wanted to reach out,
for no reason other than to say ‘hello’ and tell you how much I
have enjoyed working with you. You have been an absolute
pleasure to do business with, and having clients like you is the
primary reason I truly love what I do. I hope you and your family
have an opportunity to enjoy the beautiful spring.

Always at your service,


Successful companies incorporating the 3-2-1 concept use a log for employees to track who they have emailed, sent a card, and called this week.

The DiJulius Group

The key is to schedule executing the 3-2-1 either first thing in the morning or last thing before you shut down and go home for the day.


1 Comment

I have used a similar method to the 3-2-1 method for a long time; more for my own sanity (so that I may remember who I sent what to), than as a tool for client touchpoint. I now realize that in my attempt to get to know my clients a little better, I am also reminding them of who I am, and how I play a role in their lives.
Thank you John for this usable tool, and for clarifying the proper “touches” with a client.

Comment by Venera Izant

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