Resource requirements for CRM
01CRM readiness review
You may already have everything you need for world-class CRM — we will show you what’s possible
Data requirements for CRM
02Customer data
What have you got, how do you get more and how do you fill the gaps to guarantee fantastic results?
Segmentation strategy for CRM
03Customer segmentation
6 - 7 segments will drive 80% of your new revenue. We’ll apply 12 years’ experience to unlock the results you need
Customer journey planning for CRM
04Customer journey mapping
The customer journey is the heart of world-class customer engagement and delivers stunning results
Customer lifecycle planning for CRM
05Segmented lifecycle planning
Comms planning at its finest, leveraging insight and effective segmentation — for world-class CRM
01CRM readiness review

01CRM readiness review

A systematic, impartial review of what your organisation needs now for a really effective CRM or eCRM strategy.

  • Is this Right For You?

    Yes — if you are new to CRM, overwhelmed by choice and don’t know what to focus on first, or are simply curious about what’s possible.

  • What Will it Enable You to Do?

    Following a quick, low risk exercise you will be equipped with:

    • A clear assessment of the current CRM landscape for your organisation
    • Prioritised, actionable recommendations — and guidance on how to deploy them
    • Evidence to support any business case for smart CRM investment
  • What Will You Get?

    1. A distillation of our findings in the form of a heat map evaluation of your current capabilities covering customer data, research, insights, segmentation, analytics and measurement
    2. A prioritised set of recommendations on the capability gaps you should focus on for rapid results
    3. An outline scope of works detailing the practical steps you need to take next
  • CRITICAL INFO

    Time Cost
    4 - 6 weeks POA
02Customer data

02Customer data

A clear set of techniques to give you a critical mass of appropriate customer data for your organisation, improve data quality and fill any gaps.

02aQuality and enhancement

  • Is this Right For You?

    Yes — if your customer data is old, if you have issues with duplication and consolidation, if you are concerned about DPA compliance or you simply want to enhance it with additional information.

  • What Will it Enable You to Do?

    You will be confident that your CRM database is consolidated, clean and up-to-date. You will get a clear set of recommendations on how to add greater value and ensure a solid foundation for subsequent CRM activity.

  • What Will You Get?

    1. A list of all mandatory data improvement actions needed
    2. We will identify any key risks and gaps
    3. Prioritised recommendations on how your customer data quality can be improved
    4. Recommendations on enhancement strategies so that your database will support your business objectives more effectively
  • CRITICAL INFO

    Time Cost
    1 - 2 weeks POA

02bDATA ACQUISITION STRATEGY

  • Is this Right For You?

    Yes — if you need to acquire more customer data for your CRM or marketing database.

  • What Will it Enable You to Do?

    This will give you the means to build a database of qualified customer and prospect records for subsequent analysis, planning and CRM activity.

  • What Will You Get?

    1. A clear definition of who your target audiences are
    2. Identified sources for where your audiences can be found
    3. Practical recommendations on how best to engage with this audience including appropriate channels and tactics
  • CRITICAL INFO

    Time Cost
    2 weeks POA
03Customer segmentation

03 Customer segmentation

Move from being merely efficient to being really effective: tailored recommendations on what types of segmentation are best for your organisation and how to make them actionable.

03aSegmentation strategy

  • Is this Right For You?

    Yes — if you have a diverse audience and/or product/service offering. Or if you’re concerned that your customer database is currently being ‘over-fished’ with one-size-fits-all messages.

  • What Will it Enable You to Do?

    • Know what type of segmentation is right for your organisation in relation to its commercial objectives
    • Help you push back against internal pressures to treat your CRM database as a ‘commodity’ to be exploited
  • What Will You Get?

    1. A critique of your existing segmentations (if applicable)
    2. A review of the different types of segmentations available to you in practice (behavioural, demographic, motivational etc.) and an assessment of the degree to which each is appropriate to your organisation
    3. A pragmatic recommendation on which types you should use — based on your own business requirements and customer base
  • CRITICAL INFO

    Time Cost
    3 weeks POA

03bSegmentation creation

  • Is this Right For You?

    Yes — if you know you would benefit from segmenting your customers but are not sure how best to do it and avoid pitfalls in the future.

  • What Will it Enable You to Do?

    • Show you how to create an actionable segmentation that can be applied to your customer database
    • Identify where best to focus limited marketing budget for greatest commercial impact
  • What Will You Get?

    1. The rationale and business rules behind the recommended segmentation
    2. Recommended tactics for capturing or deriving any currently missing data needed to create a robust, practical segmentation
    3. Creation of actionable personas
  • CRITICAL INFO

    Time Cost
    Dependent on scope of work Dependent on scope of work
04Customer journey mapping

04 Customer journey mapping

A comprehensive, end-to-end review of the touch points, channels and moments of truth experienced by your customers over the course of their engagement with your brand.

  • Is this Right For You?

    Yes — if you need to understand the key motivators and barriers your customers encounter at critical moments, and the most appropriate ways to manage them via your CRM strategy.

  • What Will it Enable You to Do?

    • Pinpoint where in the customer journey you need to focus resource for the greatest commercial, and customer experience, impact
    • Identify the key messages and calls to action at different journey stages — including where proactive intervention is required
    • Visualise the customer journey from the perspective of the customer
  • What Will You Get?

    1. A customised, structured view of the most significant touch-points and events at each customer life stage
    2. A comparative view of the most important brand versus customer objectives at each moment of truth
  • CRITICAL INFO

    Time Cost
    1 - 2 weeks POA
05Segmented lifecycle planning

05Segmented lifecycle planning

Putting insight into practice — providing a detailed communications road map tailored to the individual segment and life stage of each customer.

05aLifecycle communications design

  • Is this Right For You?

    Yes — if you are ready to apply customer insight and segmentation to your communications strategy.

  • What Will it Enable You to Do?

    • Deploy customer communications aligned to both business objectives (including retention, growth and win-back) and customer needs (including validation and reassurance)
    • Ensure these communications are crafted perfectly to meet the segment profile of the audience
    • Reduce wasted spend and maximise the effectiveness of your budget
  • What Will You Get?

    1. A structured, insight-based communications plan for each customer segment and life stage
    2. An essential summary of key customer needs, motivators and barriers at each life stage
    3. An actionable list of the corresponding commercial needs and desired calls to action at each life stage
  • CRITICAL INFO

    Time Cost
    4 weeks POA

05bPrioritisation

  • Is this Right For You?

    Yes — if you are already deploying segmented communications but now want to optimise them to full effect.

  • What Will it Enable You to Do?

    • Create an evidence-based business case for where and how to improve CRM activity
    • Identify how to deploy specific activities in the most cost-effective way
  • What Will You Get

    1. The key variables that can be adjusted to achieve more positive outcomes (for example sales value, purchase frequency, segment size, open rate or conversion rate)
    2. A set of prioritised recommendations on what to adjust and a model of the effects it will have, including the essential KPIs
    3. Practical advice on how to achieve the recommended adjustment
  • CRITICAL INFO

    Time Cost
    3 weeks POA