A CRM audit

What it is

I see everything your Customer Engagement Platform is doing: the data and contacts coming in, the messages going out. And I see it from two sides.

First, and most importantly for any business today, it's the view of your customers. What does the experience look like across the channels you're talking to them on?

Secondly, what does it mean to you? Where's the low-hanging fruit, and what are the longer-term plays?

Who it's for

Founders, CEOs and heads of marketing or CRM, at businesses that already have customers worth keeping and a programme that isn't pulling its weight.

You don't need a big team or a big list. You need to want an honest answer.

Signs it's time

• Your open rate is just meh, but hardly anyone unsubscribes. That's usually quiet leavers. (I'm one. I almost never unsubscribe, I just stop opening.)
• Email, SMS and push are planned separately, so customers get the same message three times.
• Repeat purchase has stalled, and the fix so far has been another discount.
• Everyone gets the same journey, whoever they are and whatever they've done.
• You're about to change platform and want to know what's worth taking with you.
• Your CRM lead has left, or you're between hires, and nobody's quite sure what's running.

What I look at

Journeys

Every automated flow you run, from the first welcome to the last win-back. What starts it, who gets it, and what happens when they don't do the thing you wanted.

Segments

Who gets what, and whether the way you split your customers still matches how they actually behave.

Channels

Email, SMS, WhatsApp, push and in-app. Whether each one has a job, or they're all saying the same thing at once.

Data

What you collect, what you actually use, and what's missing that would change what you send.

The inbox

Your messages as a customer actually sees them: on a phone, sitting next to everything else that arrived that day.

What you get

A plan, not a 60-page deck. (Nobody wants to read one. I don't want to write one either.)

It's in order of what will make the biggest difference. For everything I find, you get:

• what's going on, in plain English
• why it matters, to your customers and to the numbers
• what I'd do about it, and what to do first

You also get what's working, so nobody switches off the good bits by accident.

How it works

1. You tell me what's going on. The problem, the platform, the timing. A few lines is plenty.
2. We agree the scope and the fee up front. You know exactly what you're getting before anything starts.
3. I do the audit. Myself, start to finish. The person you brief is the person who does the work.
4. You get the plan, and we go through it together. Questions, pushback, the lot.

Working with your platform

• Inside your platform. You give me access, on terms agreed up front, and I work in it directly.
• Alongside your team. I build the strategy and hand it to your team to create in the platform.

Platforms I work in:

• Braze
• Klaviyo
• Mailchimp
• Salesforce
• Emarsys
• Bloomreach

Using something else? Just ask.

After the audit

Run with it

The plan is yours. If your team can take it from here, brilliant.

Build

I design the programme, then build it with your team, agency or platform partner.

Embed

Interim CRM leadership, or a senior pair of hands for a project, a busy season or a gap in the team.