By Will Dinkel, Co-Founder, Delight
Every trade business I've worked with has the same blind spot. They're exceptional at winning customers and delivering great work, but they don't have a system or a plan to turn that work into the next job.
The pattern plays out the same way across every trade. A customer books a service. The job gets done well. Everyone moves on. Weeks pass, maintenance cycles slip, and quotes expire. Customers who had a great experience drift to whoever shows up next, simply because nobody stayed in touch.
Most trade businesses spend a significant amount of money acquiring new customers. But the repeat work, the cross-sell opportunities, the follow-ups that could turn a one-off job into a long-term relationship, these aren't acted on. The opportunity sits in their field service management platform as untapped data.
That's the problem Delight was built to solve.
The Revenue Is There. The Capacity Isn't.
Business owners aren't blind to this. Every owner I've spoken to knows that follow-up matters, that repeat work is more profitable than chasing new leads, and that their existing customers represent real, untapped revenue.
The issue is execution capacity.
When you're running jobs, managing crews, keeping schedules tight, and trying to get paid on time, customer outreach is the first thing that falls off the plate.
The economics make it harder still. Hiring a dedicated person to work your customer base is difficult to justify at thin margins. So these growth functions get done sporadically, or not at all. Meanwhile, it can cost up to 25 times more to win a new customer than to keep one you've already earned. The revenue stays locked in your system, visible in the data but invisible on the P&L.
What AI Changes
AI changes the economics of customer growth execution.
The functions that once required a full-time hire, such as reactivating lapsed customers, promoting additional services, chasing open quotes, and staying in front of customers between jobs, are now practical for every trade business. Not because AI replaces your people, but because it gives you growth capacity you could never justify hiring for.
That's what Delight does. It identifies revenue opportunities in your data and acts on them automatically, reaching the right customers with relevant, timely outreach using information you already have. It can even show you which customers it’s bringing back and how much revenue that business generates.
How Delight Works With BigChange
Your BigChange system holds your customer history, job records, quotes, assets, and service data. That data contains revenue opportunities nobody is acting on. Data without action is just inventory.
Delight connects directly to BigChange. No spreadsheets, no CSV exports, no copying data between systems. It reviews each customer's specific job history, service records, and assets to send personalised, relevant outreach at scale. Most customers are up and running within half an hour.
What Delight Does
Reactivates past customers before competitors do — or before they forget you. Dormant customers don't stay dormant; they go elsewhere. Delight identifies who's gone quiet and reaches out before someone else wins their business.
Promotes services your customers don't know about. Most customers only buy one service because nobody offers them the next one. Delight surfaces cross-sell opportunities that make sense for each individual customer based on their actual job history.
Stays in front of customers between jobs. Seasonal reminders, maintenance nudges, and timely check-ins keep your name at the top of the list all year round, and Delight sends those.
Follows up on every quote until it closes or dies. Quotes go cold because nobody chases them consistently. Delight handles this automatically with persistent, contextual follow-up.
Shows you exactly what's generating revenue. Delight tracks which outreach creates quotes, which quotes become booked jobs, and how much revenue it's driving.
The Compounding Effect
Each customer brought back is like a new customer, but without the acquisition cost. And every interaction makes the system smarter: better timing, better targeting, better outcomes. The longer it runs, the more it learns about what works for your specific customer base.
Why Delight and BigChange
Delight was built specifically for the trades. Like BigChange, it understands how service businesses actually operate.
Bringing Delight into the Simpro Group family and connecting it to BigChange gives trade businesses something that's been genuinely hard to access before: an affordable, practical way to turn operational data into measurable revenue, without adding headcount.
Building Delight has been the most rewarding work of my career. Seeing it come to life for BigChange customers is the chapter I'm most looking forward to. For most trade businesses, the opportunity is already s
