Journal
CRM strategy
New to the vocabulary? Start with the CRM glossary.
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CRM strategy ·
Handing a CRM programme back to an in-house team
A good handover transfers decisions, not just logins. What to document, how to run the parallel period, and what tends to break in the first ninety days after.
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CRM strategy ·
A CRM audit checklist that changes what you ship next
How we run a CRM audit in two weeks, what to pull, what to measure, and how to turn the findings into a ranked backlog instead of a slide deck.
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CRM strategy ·
Briefing a CRM agency: what to hand over on day one
What to give a CRM agency at kickoff so the first month produces work rather than discovery: access, constraints, the numbers you argue about, and who decides.
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CRM strategy ·
A CRM roadmap finance will fund
CRM plans lose budget because they are priced in attributed revenue nobody trusts. How to build the case in contribution, incrementality and tiers finance can choose between.
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CRM strategy ·
A loyalty programme that survives a margin review
How to build and defend a loyalty programme when finance is looking at the cost line: liability, incremental value, earn and burn design, and the holdout that settles it.
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CRM strategy ·
Write the January retention plan in December
The December intake is the largest and least loyal cohort of the year. How to segment it, score it and build the January programmes now, while there is still time.
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CRM strategy ·
Choosing between email, push and SMS for the same message
Urgency, consent and cost decide the channel, not habit. A working rule set for picking email, push or SMS, and for capping frequency across all three at once.