Solutions
CRM Strategy
The architecture of how you talk to customers: which moments matter, what happens at each one, and how you know it worked. Designed before a platform is chosen, because the platform is an implementation detail.
Most CRM problems are not tool problems.
Teams arrive with a platform they already own and a sense that it is underused. The campaigns go out, the reports come back, and nobody can say which of them changed a customer's behaviour. That is not a licensing problem. It is the absence of a designed lifecycle, and buying a second platform will reproduce it.
A lifecycle is a set of decisions: what a new customer should experience in their first fortnight, what counts as dormant and on which day, which segments deserve different treatment and which are vanity divisions. Those decisions are the strategy. Written down, they make automation buildable and results measurable. Left implicit, they leave a team busy and unsure.
What you get
Documents and models you own, in formats your team can act on without us.
- Customer journey maps for each lifecycle stage — acquisition, onboarding, active, at-risk, dormant, win-back — with the trigger, channel and decision logic at every step
- A segmentation model defined in your own data: the fields it depends on, the refresh cadence, and the gaps that need filling first
- A programme backlog, prioritised by expected impact against build effort, so the sequence is a plan rather than a wish list
- The measurement frame: which metric each programme moves, how it is attributed, and what a fair control group looks like
- A retention and loyalty design where one is warranted — including the case against a points scheme when a points scheme is not the answer
- A platform assessment: what your current stack can do, what it cannot, and whether that gap justifies replacing it
How the work runs
- 01
Audit what exists
Current programmes, the data behind them, and the reporting used to judge them. This stage usually finds live campaigns nobody owns, and segments defined years ago against fields that have since changed meaning.
- 02
Map the lifecycle
Stages defined against observed behaviour in your data, not a generic funnel diagram. Dormancy thresholds come out of your own repeat-purchase intervals.
- 03
Design the programmes
Each one specified to the level a developer or campaign manager can build from: entry criteria, exclusion rules, channel, timing, content brief, exit conditions.
- 04
Sequence and hand over
A prioritised roadmap, a walkthrough with the people who will run it, and the documentation to keep it accurate. If we build it too, this becomes the specification.
Let's build better customer experiences.
One call, 30 minutes, no pitch deck. Bring the problem you haven't been able to solve.
or email [email protected]