CRM Consultant.
I’ll help you retain more customers with a powerful CRM strategy that fuses your brand vision with data and technology.
CRM is a term that has different meaning to different people. Customer Relationship Management is exactly this - establishing and nurturing meaningful relationships with your customers, so that they become loyal advocates of your brand. This valuable cohort will bolster your ROI with more frequent and valuable purchases, unlock more budget for new customer acquisition, and drive down your CPA through word of mouth referrals.
I’ll take a deep dive into your first party data to help you truly understand your past, present and intended customer behaviour. I’ll then work with you to layer on top of this your brand vision for customer engagement, followed by a full review of appropriate CRM technologies that will power your retention strategy and bring it to life.
WHAT I CAN DO FOR YOU…
CRM audit.
First and foremost it’s important to understand the health of your customer base. I’ll profile your customers by purchase behaviour and trend the evolution of these cohorts over time.
Then we’ll work together to map out your customer journey(s) from awareness through to post-purchase, reviewing every touchpoint your customers have with your brand. This will help identify where you’re currently adding value to the customer experience and where there’s opportunity to do more.
If you have any mechanisms in place to encourage repeat purchase, such as points-based loyalty programs or automated communications, I’ll review how they’re performing in line with your objectives and expectations.
Strategy development & execution.
Aligning business objectives with the results of your audit will firm the foundations of your CRM strategy.
I’ll present a series of pragmatic recommendations in a comprehensive report that will better drive customer satisfaction, engagement and loyalty. The report will address your customer journey, detailing opportunities to personalise the experience, deliver on brand promise and meet your customer expectations.
We’ll work together to translate the strategy into a prioritised action plan which considers potential impact of each task, level of effort involved and any investment requirements.
At this point I would either coordinate with you and your operations, communications and IT teams to execute the strategy in line with a defined roadmap, or simply hand over the plan for your team to action.
Performance tracking.
The impact of your CRM strategy should be highly measurable. Depending on your objectives you may be looking to monitor any or all of the following metrics:
Repeat purchase rate
Activation rate (customers making 2nd purchase)
Customer frequency and value
Customer file shape & evolution over time
Net promoter score
Customer service related metrics.
As part of your strategic consultation I’ll ensure your data allows you to report on and understand the impact of your CRM initiatives.
ABOUT ME
Hi, I’m Haydn Parks, a London-based Ecommerce and CRM Consultant.
I have 15+ years of experience working with online and multichannel brands such as Agent Provocateur, Moet Hennessy and Love Crafts, to transform their digital offering and drive double-digit direct sales growth.
I continue to work with ambitious d2c businesses that are looking for support in growing their direct sales channel. I offer expertise in customer acquisition, retention and site conversion - as well as a deep understanding of the technology, skillset and budget needed for effective strategy execution.
FROM THE BLOG
Grow Customer Lifetime Value with RFM Segmentation.
It’s not that I love acronyms, but sometimes I forget not everyone is familiar with CLV and RFM. CRM, sorry… Customer Relationship Management, is a discipline that businesses invest in to increase customer lifetime value (CLV).
Uncovering growth opportunity in your customer data.
I recently did some work with one of my clients to understand customer shopping behaviour across different sales channels. The results were in keeping with other multichannel businesses I’ve previously worked with, but directly challenged my clients’ internal processes and customer communication strategy.
How to earn genuine customer loyalty.
It’s a well-known fact that retaining existing customers is less costly than acquiring new ones. Both activities are equally important to grow a robust and profitable customer base, but as well as a lower cost of sale, repeat customers also represent higher customer lifetime value.