Turning customer interactions into journeys

Customer strategy in the new age of data & technology.

At CVM People we consider ‘customer strategy’ to be the data and technology driven-approach to maximising each customer’s lifetime value. By planning (based on insight) and automating (based on data & technology), brands can manage customer interactions for optimal value.

Our focus areas within

Customer Interaction Planning.

  • Lead management – enrichment, scoring and nurturing.
  • Onboarding & service journey design.
  • Cross sell & upsell strategy, including Next Best Action / Offer.
  • Loyalty and engagement strategy to drive NPS.
  • Renewal pricing and renewal deal investment calculator. 
  • Retention & win back planning.

Outside of basic customer interaction planning, there are

other capabilities we support:

  • Trigger-based real-time communications & the fit with planned journeys
  • Centralising arbitration for decisioning
  • How to optimise execution – creative personalisation, channels and timing
  • Closing the loop – test and measurement capability, and adaptive modelling
  • Permanent team build if new resources are required

download our solutions brochure on customer strategy.


a cvm people case study

A Roadside Assistance brand was putting in cutting edge CRM technology.

Part of this was to enable a higher degree of segmentation and personalisation capability in their membership renewal invites. CVM People were engaged to define the test & learn strategy. Our consultant defined segments and aligned copy & offer tests around behavioural economic theories. Over a six month period we also implemented a restructure of retention KPIs, and governance. Finally, we aligned team accountabilities and structure.

marketing automation case study

Alan Finlay


“Customer journeys aren’t linear. They’re inbound and outbound across channels.

The 'art of the impossible' from a data and automation standpoint continues to evolve. Brands need to adopt a different way of thinking to plan interactions with todays consumer.

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