CRM strategy
Decide what the relationship is for before deciding what to send.
We set the strategy first: who is worth talking to, how often, about what, and what a good outcome looks like for each group. The flows and campaigns follow from that rather than accumulating.
Most CRM programmes grow by addition. A campaign here, a flow there, and within two years nobody can say what a customer actually receives in their first ninety days.
Segments that mean something commercially
Segments are built on behaviour and value rather than on demographics, because what someone bought and when they last bought predicts far more than how old they are.
The lifecycle is mapped end to end: first purchase, second purchase, replenishment, lapse and win-back, each with its own job and its own measure of success.
Data first, or none of it works
The strategy names the data it depends on: what has to be captured, where it lives, how consent is handled, and what is currently missing that would change the plan.
And it sets the numbers up front, per segment rather than per send, so the programme can be judged on revenue and retention instead of open rates.
Want a CRM programme with a plan behind it?
Let's talk.
