Insight
A review of the CRM customer experience revealed two distinct communication streams: lifecycle and BAU. Operating in silos, these streams lacked a unified communication strategy, leading to conflicting messaging and excessive emails. This misalignment resulted in a disjointed customer experience, damaging brand engagement, reputation and loyalty. 
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Strategy
The challenge wasn’t just about fixing the communication streams; it was about transforming the brand’s entire approach to customer engagement. The new strategy had to address how we wanted customers to feel at every stage: inspired and valued. 
 
I began by redefining lifecycle stages across all audience segments (Enquirers, Single Purchasers and Multi Purchasers), ensuring key repurchasing moments were anticipated and nurtured. I then developed a tailored approach that aligned customer behaviours with comms objectives with each stage. This synchronised the lifecycle and BAU streams, creating an omnichannel strategy for amending existing and designing new comms. 
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Impact​
The new strategy provided a consistent and engaging experience across all customer touchpoints regardless of tenure, aligning lifecycle and BAU comms. This reduced costs and resources by streamlining comms planning, and laid the groundwork for developing new journeys to support future business growth. Anticipating future client needs, phase two data requirements were identified to continuously improve the brand's offering.