+44(0)1689 258 210 | enquiries@e-focusmarketing.com
+44(0)1689 258 210 | enquiries@e-focusmarketing.com
The method behind every piece of work we do, from a single CRM Audit to a full Customer Momentum Review.
Built by Kate Barrett from eighteen years and 1000’s 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 and where there’s room to strengthen them, across the whole lifecycle.
Customer Drift spots the early warning signs.
Customer Momentum identifies what would build things back up.
Not every good idea deserves your budget first.
We score every option against customer impact, commercial value, strategic fit, evidence and feasibility.
The Next Best Customer Decision Framework takes all of this into rank what to act on first for maximum impact.
We strategically plan campaigns and automations around the lifecycle, execute, test with discipline, and evaluate honestly.
What we learn feeds straight back into the next planning cycle and roadmap.
Through our proprietory planning frameworks, we bring your strategy to life.
The Customer Drift Framework diagnoses where relationships with your Relationship Groups, 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.
The Customer Relationship Maturity Model (CRMM) is a periodic, organisation-level check across eight capabilities that drive CRM performance, from customer understanding to continuous learning.
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.
Start your free CRM Maturity Score 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.
The highest-priority decisions get implemented and tested properly, not guessed at. Results get evaluated honestly, including when something doesn’t work, and what we learn feeds straight back into the next Discover cycle. Strategy here isn’t a one-off document, it’s a loop that keeps improving.
In practice, this stage covers:
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.