+44(0)1689 258 210 | enquiries@e-focusmarketing.com
- Our CRM Methodology
- CRM Strategy Solutions
- CRM Resources
- Supper Club
- Contact
+44(0)1689 258 210 | enquiries@e-focusmarketing.com
Customer Progression is the deliberate forward movement of a relationship, designed and delivered by the business rather than left to chance.
The Customer Progression Model is how eFocus makes that happen: one model that measures what an organisation can do, diagnoses what is going wrong, decides what to do about it, and then delivers and proves it.
It applies to every Relationship Group a business manages deliberately, not only existing customers. Prospects, members, subscribers, donors and lapsed customers all progress, or fail to.
Most CRM advice arrives as a single instrument. An audit that tells you what is broken but not what to do. A strategy that tells you what to do but was written without evidence. A capability model that scores you and stops.
Each of those is useful and none of them is sufficient, because they answer different questions and the answers depend on each other.
A diagnosis is worthless if the organisation cannot deliver the fix. A prioritised decision is guesswork without evidence underneath it. Evidence is inert if nothing is ever prioritised from it.
The model exists so that each piece hands something specific to the next one, and so that every recommendation eFocus makes can be traced back through the chain to something observed in your own data.
Three of these are the Discover components that run inside every engagement. The fourth sits above them, measured periodically rather than per project, because it is the thing everything else has to be realistic about.
What can this organisation actually deliver?
Six capabilities scored on a five-level scale, producing a Customer Relationship Maturity Index. It measures organisational capability rather than technology, and it is the context every other component is read against.
It runs first, and it is reassessed rather than run once, because capability is the thing you are ultimately trying to grow. See the maturity model.
Where is the relationship weakening?
Four dimensions, in the order they move: Attention, Behaviour, Relevance and Value. Drift is measurable months or years before churn reporting registers anything, which is the whole point of watching it.
It diagnoses and deliberately stops there. See the drift framework.
What would strengthen it?
Five drivers: Strengthen Trust, Create Value, Reduce Cognitive Effort, Increase Relevance and Enable Progress. These are the strategic principles used to judge which decisions would actually move a relationship forward.
Momentum is an outcome, not a metric you chase directly. See the momentum framework.
Which of those decisions comes first?
Five Decision Tests, each scored out of five: Customer, Commercial, Strategic, Evidence and Delivery. The output is a ranked Decision Portfolio rather than a wish list.
This is where drift evidence and momentum principles become a defensible order of work. See the decision framework.
The maturity assessment establishes capability context. Drift analysis finds where each relationship group is weakening and in which dimension. The momentum drivers identify what would strengthen those relationships, and the two together compile into the Customer Momentum Blueprint: candidate decisions, not yet prioritised.
The Next Best Customer Decision Framework then scores those candidates and ranks them into a Decision Portfolio. All of that is Discover.
Grow delivers the portfolio: the plan, the segmentation, the journeys, the automations and the communications. Evolve measures what happened, tests deliberately, and feeds the learning into the next Discover, along with the next maturity reassessment.
What the model gives you that a CRM audit does not
The Customer Progression Model is what eFocus believes and how the pieces relate. It is not itself something you buy.
The engagement that runs it is the Customer Momentum Review, and the process it runs through is Discover, Grow, Evolve.
The Customer Progression Model sits at the top of the eFocus operating system. Everything else, from a single workshop to a multi-year advisory relationship, is an application of it.
If you want to know where your own relationships stand against it, that is what a Customer Momentum Review is built to answer.
No. It is a process an organisation designs and delivers. The CRM Relationship Maturity Model measures your capability to create it, and Customer Momentum is the outcome it produces when it works.
No. It applies to any Relationship Group a business manages deliberately: prospects, members, subscribers, donors and former customers included. The word customer stays in the framework names as a brand convention.
In a full engagement, yes, because each one depends on what the previous one produced. Individually they still have value, but a decision scored without drift evidence or capability context is a considerably weaker decision.
A journey map describes the route. This model measures whether relationships are actually moving along it, works out why not, and decides what to change first. Journey design is one of the things it produces, rather than the thing it is.
Underneath all of it, as an enabler. Technology and Enablement is one of the six capabilities the maturity model scores, but the model deliberately measures what an organisation can do rather than what its platform could theoretically support.