While many companies pour resources into the perfect marketing campaigns or automated workflow, they often forget the core driver of all business success: people. Yes, technology can improve customer relationships, but it’s the human touch that makes it meaningful.
Today’s article is inspired by our recent interaction with Harvey Mackay and explores the human element of relationship-building—one that has been somewhat overlooked recently.
Who is Harvey Mackay, and Why Does His Opinion Matter?
Author of bestsellers like Swim with the Sharks Without Being Eaten Alive, Mackay is an authority on building meaningful professional and personal networks. But what sets him apart isn’t his accolades; it’s the practicality and humanity one can find in his teachings.
Harvey Mackay business tips center on the idea that every relationship, no matter how transactional it seems, can be one of great effort, curiosity, and genuine care.
Mackay’s famous “Mackay 66” (a set of 66 questions designed to understand a person deeply) has become a philosophy for many businessmen throughout the years. It underscores the idea that knowing your customer, colleague, or client beyond surface-level interactions is vital for trust and loyalty.
And we believe that this philosophy provides a lens through which CRM systems can evolve from being data managers to tools for forging real connections.
How Harvey Mackay’s Philosophy Applies to CRM Systems
Mackay’s views on doing business offer a wealth of knowledge on how to improve customer relationships. For CRMs specifically, we can pinpoint two major areas of improvement:
CRM as a Relationship Tool, Not a Data Bank
Too often, CRM systems are used as glorified address books. Sales teams log names, companies, and deals without considering the broader potential these tools offer. Mackay’s lessons teach us that CRM systems should do more than record transactions—they should help you “know” your customers in ways that foster genuine connections.
For example, we know that what is typically logged in a CRM are purchase histories, demographics, and email interactions. But how often do businesses track details such as a customer’s preferred way of communicating or the specific reasons they chose a particular product?
According to Mackey, you should build CRMs that capture not only data but also insights like the ones above—the emotional and contextual factors that influence customer decisions.
Importance of Consistency and Follow-Through
One of Mackay’s most compelling lessons is the value of persistence. Relationships aren’t built through a single email or one-time gesture; they’re nurtured through consistent, thoughtful interactions.
And CRMs can be programmed to prompt this kind of consistency. It could be a reminder to send a follow-up email or to acknowledge a milestone (like a client anniversary)—the system can act as an extension of your memory.
The follow-through must also feel personal. Automation may remind you to send a birthday message, but it’s the carefully crafted email that builds trust.
How Mackay’s Insights Can Help Your CRM Strategies
CRMs grant you the power to get creative. And here’s how you can do that: in this section, we offer a couple of CRM strategies for you to use.
Crafting Emotional Resonance
People don’t care how much you know until they know how much you care. With customers bombarded by generic marketing messages, the key to standing out lies in creating campaigns that resonate emotionally.
Your CRM can play a pivotal role in this. For instance, use historical data to understand what a customer valued most previously. Did they respond well to thoughtful, curated gift guides? Or were they drawn to experiences, like access to exclusive workshops or events? The goal isn’t to sell, but to make customers feel seen and appreciated.
Timing and Relevance
Mackay’s approach to networking also hinges on relevance—connecting with people at the right time and with the right message. Similarly, marketing with CRM systems can leverage timing to great effect.
For example, scheduling campaigns around significant personal dates or sending tailored offers at just the right moment can make all the difference. But this needs segmentation not just by demographics but by behavioral cues—what they clicked on, when they’re most likely to open an email, or how often they engage with your brand.
Using Gratitude as a Strategy
Every touchpoint is a unique opportunity to express gratitude. Your CRM can identify your most loyal customers, and you can use this information to reward them.
This could be as simple as a handwritten thank-you note or as elaborate as a surprise gift tailored to their preferences. Gratitude should feel authentic, and your CRM can help ensure it reaches the right people.
Building Loyalty That Lasts
Initial marketing efforts with CRM may help you boost your customer base, but it’s important that the new purchasers stick around:
Turning One-Time Shoppers into Lifetime Customers
Many businesses focus heavily on acquisition during peak seasons but fail to nurture the relationships formed. Mackay’s lessons remind us that every interaction is an opportunity to build something long-term.
Your CRM can track post-peak season engagement, helping you understand who’s likely to become a repeat customer and who might need an extra nudge. For instance, if someone purchased a gift card, follow up with them to learn about their experience and provide some recommendations for the future.
Creating an Ecosystem of Trust
Mackay’s philosophy on trust is clear: it’s earned through actions, not words. CRMs can facilitate this by helping with consistent, value-driven communication. Whether it’s by reminding you to check in after a customer’s major purchase or by helping you proactively resolve issues, your CRM should act as the backbone of your trust-building efforts.
Practical Lessons from Harvey Mackay for CRM Success
Lastly, let’s take a look at the two practical CRM tips we can take away from Mackay’s teachings:
Knowing Your Customers
Train your team to log details that reveal customers’ personalities, preferences, and pain points. For example:
- What values matter most to them (e.g., sustainability, quality, price)?
- How do they prefer to receive updates (email, SMS, phone calls)?
- What’s their feedback on previous interactions with your business?
With these insights, your CRM becomes a tool for both empathy and efficiency.
Using Data For Connection
It’s tempting to let automation do all the heavy lifting, but Mackay’s wisdom underscores the need for a personal touch.
That’s why, while you still need to use data to help your decisions, make sure that every interaction feels human. For example, instead of sending a standard “Thank you for your purchase” email, customize it with specific details about their order or a follow-up offer.
Final Thoughts: Bringing Humanity Back to CRM
Harvey Mackay’s teachings are a powerful reminder that, at its heart, business is about people. The most advanced CRM system in the world can’t replace the warmth of genuine care or the trust built through consistent, meaningful actions.
Use your CRM as more than a database—make it a tool for understanding, appreciating, and connecting with your customers on a deeper level.