The Lifetime Value of a Glazing Customer
A customer who buys windows today might need doors in two years, a conservatory in five, and will recommend you to neighbours, friends, and family if they had a good experience. Yet most glazing companies have zero structured follow-up after installation.
Building a Referral Engine
Post-Installation Follow-Up
Contact every customer 2 weeks after installation to check they're happy. This simple step:
- Catches any snagging issues before they become complaints
- Creates a positive final impression
- Opens the door for a referral conversation
The Referral Ask
Happy customers are willing to refer — but most won't think of it unless asked. A simple script: "We're glad you're happy with the work. If you know anyone else considering new windows, we'd love to look after them too. We offer a £50 voucher for every referral that leads to a survey."
Tracking Referrals in Your CRM
Every referral should be tracked as a distinct lead source, linked back to the referring customer. This lets you:
- Measure your referral conversion rate (typically 30-50%)
- Identify your best referrers
- Calculate the ROI of your referral programme
- Thank referrers when their recommendation leads to a sale
Repeat Business Opportunities
The 5-Year Window
Customers who bought windows 5-7 years ago may be ready for additional products. Your CRM should flag these opportunities:
- Customers who only had partial house windows replaced
- Window customers who didn't buy doors at the time
- Homes that might benefit from a conservatory
Anniversary Marketing
A simple automated email on the anniversary of their installation: "It's been a year since we installed your new windows. We hope you're still enjoying them! If you're thinking about doors, a conservatory, or know someone who needs new windows, we'd love to help."