02 / Strategic Marketing & CRM
From data to decisions.
From decisions to growth.
Connect marketing goals, customer insight and sales processes. Define what to do, who it is for and how to measure it before adding new tools or campaigns.
Let’s discuss your project ↗Understand and develop your customer baseWhen this helps
Understand and develop your customer base
You have prospects and customers, but your data, channels and activities are disconnected. You want to identify where to improve conversion, develop relationships or reactivate inactive customers.
What we define together
- An initial diagnosis of goals, processes and available data.
- Customer segmentation and prioritised opportunities.
- Customer journey mapping and CRM requirements.
- An operational roadmap with activities, responsibilities and measures.
Activities and timing are defined after reviewing feasibility, the expertise required and available data.
Solutions
Capabilities in this area
Marketing Strategy
Goals, value proposition, audiences and priorities translated into an activation plan.
CRM & Customer Strategy
Segmentation, lifecycle planning and requirements for nurturing, conversion and reactivation.
Omnichannel Strategy
Coordination of touchpoints to connect messages, data and customer actions.
Digital Transformation
Process review and prioritisation of digital improvements and integration requirements.
eCommerce Strategy
Assessment of the buying journey and opportunities for conversion, repeat purchase and customer development.
Measuring progress
Clear goals.
Shared measures.
Measures are agreed for each project and depend on available data.
Customer conversion
Progression from opportunities to customers over an agreed period.
Average customer value
Relationship value within the observation period, based on available data.
The next step
Connect this stage
to what comes next.
Put the plan into practice: build opportunities with Customer Acquisition and develop lasting relationships with Customer Engagement & Loyalty.
Frequently asked questions
Do we need a CRM already?
No. The starting point can be a review of available data and processes to define requirements and priorities. Tool selection, configuration and integration require a specific technical scope.
Can strategy be a standalone engagement?
Yes. Diagnosis, segmentation and a roadmap can form a standalone project, with agreed deliverables and responsibilities. Activation work is assessed separately.
CWmedia
What would you like to achieve next?
Tell us who you want to reach, what you want to improve and which data you already have. Together, we will define the first step.