Know where to focus.
See which customer relationships are weakening and which opportunities deserve attention first.
The Customer Momentum™ Review
Know which CRM and email improvements
deserve investment first.
The Customer Momentum Review connects customer evidence, CRM capability and commercial priorities. Understand where relationships are weakening and leave with prioritised decisions your team can act on and explain to stakeholders.
For CRM and marketing leaders at established ecommerce, retail and consumer brands, with an existing programme and a team that needs a clearer direction.
Does this sound familiar?
You have the dashboards.
You need a clearer direction.
Connect what you’re seeing in the numbers with the customer relationships behind them.
The Review brings these signals together, so your next investment goes where it matters.
- Engagement is softening, but it’s hard to pinpoint why.
- Your segments are too broad to guide relevant decisions.
- Your automation platform is doing a fraction of what you pay for.
What changes for you
Clear priorities.
A stronger case for action.
Explain the investment.
Build a clearer case for where time and budget should go, with evidence and reasoning you can use with stakeholders.
Give your team a way forward.
Give your team decisions ranked around its capability and capacity, so it knows what to do first, next and later.
Focus your CRM and email marketing effort on first purchase, repeat purchase and longer-term customer value.
What you get
What you receive.
And how you’ll use it.
- 01Executive findingsExplain the main findings to stakeholders and agree where action is needed, without taking them through the full analysis.
- 02Customer Relationship Maturity ModelAssess your organisation’s capability to build, manage and grow customer relationships. Use the findings to identify strengths and capability gaps.
- 03Customer Drift™ AnalysisIdentify where relationships are weakening across Attention, Behaviour, Relevance and Value.
- 04Customer Momentum™ BlueprintBring findings, opportunities and recommended decisions into one reference your team can use when agreeing the next steps.
- 05A prioritised decision portfolioKnow what to do first, next and later, with the evidence and reasoning behind the order.
Client results
CRM and email marketing success stories.
Examples from our wider CRM and email marketing work, showing the value of acting on customer insight.
More examples from our CRM and email marketing work
Nonprofit Courses / Education
+69%Click rate uplift through onboarding optimisation.
By improving welcome journey content, personalisation and subscriber nurturing to increase early-stage engagement and action.
Read the case study ↗LeaseLoco / Automotive
+400%enquiry increase through welcome journey optimisation
By redesigning the onboarding experience, improving journey sequencing and increasing lifecycle engagement at key decision points.
Read the case study ↗Individual client outcomes from wider engagements, rather than results attributed to the Review alone. Each case study provides its context and measurement.
From evidence to action
Make the next decision clearer.
Then put it to work.
Independent expertise alongside your team, connecting customer evidence with commercial priorities and what you can deliver.
Evidence
Understand what’s happening.
Find where relationships are weakening and assess what your CRM team, data and processes can deliver.
Priorities
Choose what matters first.
Assess opportunities against customer, commercial and delivery criteria. Leave with decisions ranked and sequenced.
↗
Action
Give your team a way forward.
You own the Blueprint and decision portfolio. Implement with your team, or discuss further support with eFocus.
Explore the diagnostic process and frameworks
Before Discover starts, we measure what your organisation is capable of. A full CRMM assessment, run against evidence rather than self-report, sets the capability context, so every recommendation that follows is one your team, data and processes can actually deliver.
Finds where each customer segment is weakening, and in which of the four dimensions.
Establishes which of the five drivers would strengthen those relationships.
Tests and ranks the resulting decisions against customer, commercial, strategic, evidence and delivery criteria, so you get a prioritised portfolio rather than a wish list.
Options for implementation and ongoing support
The Blueprint is built to be implemented. Some clients take it and run it with their own team. Others ask us to deliver priority decisions through strategic consulting, journey design, segmentation, deliverability, measurement or automation design.
Ongoing support is being developed through the Customer Momentum Retainer.
Preview note: retainer scope and page still to be defined.
More on the business case
The Review gives you a prioritised, evidenced roadmap: where customer relationships need attention, which decisions deserve investment and the customer and commercial outcomes they are intended to support.
Make the contribution visible.
Acquisition keeps getting more expensive, which moves the growth burden onto retention and lifetime value. The Review helps connect the customer evidence with decisions about where to focus effort and investment.
Know where to act sooner.
Investigate changes in engagement, behaviour, relevance and value, so priorities reflect the customer relationship as well as the latest campaign results.
Independent expertise. Human understanding.
A clear rationale behind the priorities.
Led by Kate Barrett, CRM strategist, keynote speaker and bestselling author, with over 18 years’ experience in CRM and email marketing.
Use an independent perspective to connect customer signals, CRM capability and commercial goals. Give stakeholders a reasoned case for what deserves attention first.
Meet Kate Barrett ↗Your questions
Before you decide.
How long does a Review take?
Typically four to six weeks from kick-off to the Blueprint, depending on how quickly we can get access to your data and diary time with the people who own it.
What do we need to provide?
Access to your CRM and campaign data, stakeholder conversations, and whatever documentation already exists on your segments and journeys. If that documentation does not exist, that is a finding in itself and not a problem.
How much of my team’s time does it take?
Copy awaiting confirmation: the meeting plan and team contribution still need defining. The existing fixed meeting commitments should be confirmed before publication.
Who needs to be in the room?
Whoever owns CRM day to day and whoever owns the budget. The Delivery Test is the one that stops recommendations you cannot resource, and it only works if the person who knows your team’s real capacity is present.
What if we do not agree with the findings?
Every recommendation is traced back to evidence in your own data, so a disagreement is usually about interpretation, and that conversation is where the best decisions come from.
What happens if we do nothing afterwards?
You still own the Blueprint and the Decision Portfolio, and both are written to be delivered by your own team. There is no dependency built into the deliverable.
Before Discover starts, how do you assess capability?
The Customer Relationship Maturity Model (CRMM) is an organisation-level check of your capability to build, manage and grow customer relationships. In the Review it runs in full, against evidence rather than self-report.
A first look at your capability
Start with the free CRM Priority Quiz.
The free CRM Priority Quiz offers an initial view of your CRM capability to help you consider where further attention may be useful.
Take your free CRM & Email Priority Quiz ↗Your next move
Ready to find out where your relationships are losing momentum?
Book a complimentary 30-minute strategy call to talk through your current programme and whether a Customer Momentum Review is the right next step.
Book your free 30-minute call ↗Prefer to write? Send an enquiry.
