A CRM audit for Customer.io

Where Customer.io programmes drift

Common Customer.io problems the audit finds

• Campaigns triggered by the same event, so one action sets off three messages.
• Attributes and events sent by the product team that no segment ever uses.
• Broadcasts and campaigns planned separately, landing on the same person on the same day.
• Data-driven segments nobody has checked since launch, quietly growing or emptying.
• Push, in-app and SMS added one at a time, each with its own rules.
• No holdout, so nobody can say what the messaging adds.

What the audit looks at in Customer.io

Campaigns and broadcasts

Every live campaign and broadcast: what triggers it, who enters, and what happens when people don't do the thing you wanted.

Data

People attributes, events and objects, and what arrives from your product and warehouse. What you use, and what's missing that would change what you send.

Channels

Email, push, in-app, SMS and webhooks. Whether each one has a job, and how they work together.

Personalisation

Liquid, default values and conditional content. What a customer sees when the data is there, and when it isn't.

Deliverability

Sending domains and authentication (SPF, DKIM, DMARC), subscription preferences and suppression, and your spam complaint rate against Gmail and Yahoo's sender rules.

Measurement

Holdout groups, A/B tests and conversion goals. Whether you can tell what the programme adds, or only what was sent. The Holdout Calculator works out how big a fair holdout test needs to be.

How a Customer.io audit works

I've worked hands-on in Customer.io, so the audit comes from someone who knows where things hide in a workspace. We usually work inside your Customer.io workspace, with access agreed up front, or alongside your team if they'd rather make the changes. You get a plan in order of impact: what's going on, why it matters and what to do first.

He's that hands-on person you need in a team and someone you can always turn to for an honest chat both professionally and personally.

David Oswald, Account Director, agency

Questions about a Customer.io audit

Is this a Customer.io account audit?

Yes, and a bit more. It covers how your Customer.io workspace is set up, and also what customers actually receive across every channel, because most problems sit between the settings and the inbox.

Do you need access to our account?

Usually, yes: a user with a limited role is enough for the audit, agreed up front. If you'd rather not share access, we can work from exports and screen shares with your team.

Can you fix what you find, or only point at it?

Both. You can run with the plan yourselves, or have us build it with your team, agency or platform partner. If you need a Customer.io consultant for longer, see interim and fractional CRM leadership.

The full CRM audit: what you get, and how it works · The CRM audit checklist