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The method behind every piece of work we do, from a single decision to a full Customer Momentum Review. Built by Kate Barrett from eighteen years and thousands of hours of hands-on CRM strategy work, not adapted from a generic consulting framework.
56% of marketing leaders don’t have a clearly defined CRM strategy, and most CRM programmes that underperform aren’t held back by technology, they’re held back by unclear objectives and decisions made reactively rather than strategically.
A method fixes that. It means every recommendation we make can be traced back to evidence, not opinion, and repeated reliably rather than reinvented for every client.
We diagnose where customer relationships are weakening, what would strengthen them, and what to do first. Customer Drift™ finds the early warning signs. Customer Momentum™ identifies what would build them back. The Next Best Customer Decision Framework scores every option against customer impact, commercial value, strategic fit, evidence and deliverability, and ranks them into a Decision Portfolio.
We turn the Decision Portfolio into working CRM: a sequenced, resourced plan, then the segmentation, lifecycle journeys, automations and communications that deliver each decision as intended.
Not every good idea gets built. The prioritised ones do.
We measure what happened against the outcomes each decision promised, test with discipline and evaluate honestly.
What we learn feeds straight back into the next Discover, so every cycle starts stronger than the last.
The Customer Drift Framework diagnoses where relationships with your Segments, prospects, customers, members, subscribers, anyone you’re strategically managing, are quietly weakening, across four dimensions: Attention, Behaviour, Relevance and Value. It’s built for early warning, not a lagging report on what’s already gone wrong.
The Customer Momentum Framework works alongside it, identifying how to deliberately strengthen those relationships through five principles: Strengthen Trust, Create Value, Reduce Cognitive Effort, Increase Relevance and Enable Progress.
Together, they compile into a Customer Momentum Blueprint: a set of candidate decisions worth acting on, not yet prioritised. Prioritising them is the last job in Discover, not a stage of its own.
The Customer Relationship Maturity Model (CRMM) is a periodic, organisation-level check across the six capabilities that determine how well you can build, manage and grow customer relationships, organised to mirror Discover, Grow and Evolve. It’s not part of the day-to-day cycle, it’s what tells us where to focus in our Discover stage, and what changes as your capability grows. Take the free CRM Priority Check to see where you stand right now.
The Next Best Customer Decision Framework takes every candidate from the Blueprint and scores it against five Decision Tests:
The output is a ranked Decision Portfolio, so you know exactly what to act on first and why, not just what feels most urgent this week. That ranked portfolio is what Discover hands to Grow.
The highest-priority decisions get built properly, not guessed at. In practice this stage covers:
Results get evaluated honestly against the outcomes each decision promised, including when something doesn’t work. Testing follows a disciplined seven-stage framework rather than a hunch, and what we learn is captured so it improves the next decision, not just the next campaign.
Strategy here isn’t a one-off document. It’s a loop, and Evolve is what feeds it straight back into the next Discover.
By redesigning the onboarding experience, improving journey sequencing and increasing lifecycle engagement at key decision points.
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By refining lifecycle messaging, segmentation and conversion journeys to better align with customer intent and behaviour.
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By improving welcome journey content, personalisation and subscriber nurturing to increase early-stage engagement and action.
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Whether you want to start with a full diagnostic or a single decision, the method is the same underneath.