CRM case studies and results

CRM Selection & Transformation

S&W

32 → 1

CRM platforms narrowed to Microsoft Dynamics

The challenge

S&W, a leading UK accounting and professional services firm, needed its first enterprise CRM, with requirements spread across partners, directors and several service lines.

What I did

• Ran a vendor-agnostic selection, gathering requirements with directors and partners
• Narrowed 32 platforms to a shortlist of three
• Oversaw contract negotiation, and defined MVP scope, a phased adoption roadmap and governance

The result

Microsoft Dynamics selected and now live, with teams prepared for onboarding and adoption.

Fractional CRM leadership

Pilgrim’s Europe

2 businesses

Moved onto new CRM platforms: HubSpot at Oakhouse Foods and Creatio at Rollover

The challenge

Two businesses in the group needed to modernise their CRM: Oakhouse Foods on legacy Dotdigital and SAP, and Rollover with no fit-for-purpose platform.

What I did

• Acted as fractional CRM transformation lead across the group businesses
• At Oakhouse Foods, led CRM strategy and change management for the move from Dotdigital and SAP to HubSpot, including segmentation, a lifecycle roadmap and a CRM operating model
• At Rollover, directed discovery, requirements, process mapping and vendor evaluation

The result

Creatio appointed at Rollover, and a clear CRM strategy and migration plan for Oakhouse Foods.

Building a CRM function

Huel

First CRM programme

Built from scratch for the founder

The challenge

A fast-growing brand with no CRM function and international expansion ahead.

What I did

• Built the CRM function from scratch, including platform selection, data management, contact rules and testing
• Created seven automated lifecycle flows and an annual email and direct mail plan
• Launched CRM in the US and Germany, and recruited and trained a senior executive

The result

Average order value up from £51 to £56, revenue per customer up £38, and contactable customers up from 30% to 48%.

Change management & loyalty

City Plumbing

6 months

To roll out a new B2B trade loyalty programme

The challenge

City Plumbing was launching a new loyalty programme for its trade customers, which meant new processes and ways of working across CRM, trading and commercial teams.

What I did

• Led the change management and roll-out of the programme as interim Head of Loyalty Marketing
• Set up the CRM foundations: segmentation, customer journeys and campaign planning
• Defined offer governance, the funding model and operating processes across CRM, trading and commercial teams
• Managed the outsourced loyalty platform vendor and directed launch communications across email, SMS, push, direct mail and outbound calls

The result

The programme launched on time and on budget, with the processes and governance in place for the teams to run it.

CRM Selection & Transformation

The Log Store Group

First CRM

From spreadsheets and paper to HubSpot

The challenge

A family-owned agriculture business selling logs to trade and consumer customers, running on spreadsheets and paper with no CRM in place. A small business, but a detailed and complex change for the people involved.

What I did

• Ran a vendor-agnostic RFP that appointed HubSpot and an implementation partner
• Designed the target operating model, ran impact assessments and set up change champions
• Oversaw the implementation partner and led the change management with the owners and team
• Designed the RFM segmentation framework and lifecycle journeys, then handed over to the in-house team

The result

The business moved onto its first CRM, with the processes, segmentation and journeys in place for the team to run.

CRM optimisation

PhotoBox

£315k

Year-on-year revenue uplift from CRM

What I did

Optimised PhotoBox’s CRM and lifecycle programme to grow new customers and revenue.

The result

£315k incremental revenue year on year, and 46% year-on-year growth in new customers, 12% above target.

Subscription retention

PetLab Co

$45k a week

In CRM revenue

What I did

Led CRM and retention for PetLab Co’s subscription business.

The result

CRM revenue of $45k a week, and 3-month subscription retention up from 53% to 71%.

D2C CRM strategy

Vitabiotics

Klaviyo

D2C CRM strategy overhauled

The challenge

Vitabiotics CEO and Dragons’ Den investor Tej Lalvani wanted to get more from the brand’s direct-to-consumer CRM.

What I did

• Hired by Tej Lalvani and his team to overhaul the D2C CRM strategy in Klaviyo
• Introduced RFM segmentation and a structured approach to campaign planning
• Set up end-to-end processes and reporting

The result

A clearer, data-led D2C programme, built to improve ROI and customer lifetime value.