Case · Distribution · Distributor of food-service supplies
Nobody knew which customer was slipping away until they were already gone.
Each customer is compared against their own buying rhythm. When they drift from it, the system creates a task for the salesperson who handles them, with the context already built. The salesperson makes the call.
The context
Northern Greater Buenos Aires · 26 people · 640 active customers · 5 salespeople · management system and HubSpot.
Integrated withManagement system (Bejerman) · HubSpot · WhatsApp.
The capabilityCustomer follow-up and reactivation
01
What nobody knew
Which of the 640 customers had drifted from their buying rhythm. The company found out six months later, in the books, or when a salesperson drove past and saw another company's truck at the door.
What was looked at, and what wasn't
The 25 big customers, from the memory of the salesperson who handles them. The other 615, never. There's no middle management watching the portfolio; salespeople sell.
02
What showed up when we looked
On the first pass, March 2026, the system flagged 71 customers who had drifted from their rhythm. Between them they had bought ARS 184 million in the previous twelve months, 9% of the year's revenue. Twenty-three hadn't bought in more than 90 days and nobody had called them.
03
What decision changed
The five salespeople got their list as tasks in the CRM, and the owner set up a Tuesday call round. It turned out 14 of the 71 had left over a one-off December delivery delay; they came back with an apology and a discount on the next order. Of the 71 customers with a task, 29 bought again within 30 days. Revenue reactivated in 90 days: ARS 52 million.
04
What we built
The customer base and the sales from the management system come in every day. Each customer is compared against their own rhythm, not against an average: the one who buys every 20 days and the one who buys every 90 are measured differently. When someone goes 1.5 times their rhythm without buying, the system creates a task in the CRM for the salesperson who handles them: who to call, how long since they bought, what they used to buy, what the last conversation was. The salesperson makes the call. The system doesn't send messages.
How it works
Comes in
Goes out
Sales from the management system, every day
The customer base
The system
Compares, detects, assigns
Compares
Detects
Assigns
Each customer against their own rhythm, not an average.
A task in the CRM for the salesperson who handles them
Sales at risk, on Mondays, for the owner
The salesperson makes the call. The system doesn't send messages.
05
How it's measured from here on
Sales at risk (ARS from the last 12 months for customers who've drifted from their rhythm), tasks closed within 2 days, 30-day reactivation. The owner looks at it Monday mornings.
