CRM, loyalty and customer value consulting
Acquiring customers is only part of the job. I help businesses connect data, commercial processes and relationship programmes to understand customers and build continuity over time.
When a CRM is not enough
A rich database and purchased software do not guarantee an effective commercial process. Incomplete data, contacts without follow-up and departments using different information call for a system review: objectives, data quality, ownership and day-to-day use.
Customer journeys and marketing automation
I map the steps from initial contact to purchase, use and repeat purchase. Together we define segments, management rules, contact moments and useful automations. Work covers functional requirements, partner coordination and team adoption, rather than treating the software as an end in itself.
Loyalty, retention and member-get-member
A loyalty programme needs a clear customer benefit and a sustainable business model. I work on objectives, participation mechanics, journeys and measurement. Member-get-member initiatives are evaluated within the programme and its acquisition economics, rather than as isolated promotions.
Indicators and project management
Retention, frequency, average value, reactivation and programme usage are examples of indicators to select according to the business. Deliverables may include a CRM roadmap, shared requirements, governance and dashboards. Data purposes and handling must be agreed with the relevant company functions.
Frequently asked questions
Do we need a new CRM?
Not necessarily. We first review processes, data quality and use of the current solution, then assess whether configuration changes or a different tool are needed.
Can loyalty work in B2B?
It can, but objectives and mechanics must reflect the commercial relationship, decision-makers and purchasing frequency in the sector.