Service 07 · Marketing Technology
Loyalty and follow-up plans that keep customers coming back.
We map how customers buy, sort them into groups and plan messages and rewards for each. A control group gets none of them, so you can see what works.
At-risk customers: only 58% stay active and 22% come back. How-to tips and win-back come first.
Illustrative figures, not client results: share still active by stage.
What we offer
Five parts that work together.
One team runs all five parts. Each shows what it covers and what you get, with an example.
Map every step the way customers see it.
Each step from first visit to repeat purchase, with where customers drop off. Tracking keeps the map current.
- Key moments, where people drop off and how you win them back
- What customers say and what they do, on one map per group
- Tracking at each stage, so the map stays accurate
You get Journey maps per group
| Moment | Customer goal | Pain today | Owner |
|---|---|---|---|
| Day 0 · sign-up | Get started quickly | Three emails in an hour (gap) | Marketing |
| Day 7 · first value | See a result | No guidance (needs attention) | Product |
| Day 30 · first bill | Understand the charge | Invoice unclear (needs attention) | Finance |
Customer groups that decide who gets what.
Groups built from research and your data: who is worth most, who may buy, who may leave.
- Groups by need and by behaviour, sized and named
- Value tiers and scores for who may buy or leave
- Groups set up in your CRM and data store
You get Group definitions and sizes
| Group | Rule | Size | Updated |
|---|---|---|---|
| New and active | Joined < 30 days, ≥ 3 visits | 12% | Daily |
| At risk | Usage down 40% over 4 weeks | 8% (needs attention) | Daily |
| Loyal | ≥ 4 orders, 12 months | 21% (on track) | Weekly |
Steady follow-ups, never too many.
Welcome, getting-started, community and win-back plans for each group. No customer gets more messages than the agreed limit.
- Welcome, getting started, service, community and win-back
- A contact plan for each group: which channel, how often
- A limit on how many messages each customer gets
You get Contact plan & follow-up designs
| Group | SMS / WhatsApp | Quiet hours | |
|---|---|---|---|
| New and active | 3 (on track) | 1 (on track) | 21:00–09:00 |
| At risk | 2 (on track) | 1 (on track) | 21:00–09:00 |
| Opted out of marketing | 0 (gap) | 0 (gap) | Service messages only |
Loyalty, costed before launch.
Rewards customers value, such as points, tiers, perks and partners, costed in full before launch.
- Ways to earn and spend, tiers, perks and partners
- Recognition, access and service, weighed against discounts
- Margin, unused points and points owed, worked out with finance
You get Loyalty design & cost model
| Tier | Reward cost | Extra margin | Worth it? |
|---|---|---|---|
| Silver | ₹ 240 | ₹ 610 | Yes (on track) |
| Gold | ₹ 900 | ₹ 1,450 | Yes (on track) |
| Platinum | ₹ 3,200 | ₹ 2,700 | No · redesign (gap) |
Every stage has an owner.
One calendar for every message, from first purchase to renewal. Some go on set dates, others when a customer acts.
- A calendar of planned and automatic messages, first purchase to renewal
- An owner, a measure and a control group per stage
- A quarterly review that keeps the five parts in step
You get Message calendar & results dashboard
| Trigger | Action | Control | Status |
|---|---|---|---|
| Usage drop 40% | Personal check-in call | 10% | Live (on track) |
| Renewal in 30 days | Value summary email | 10% | Live (on track) |
| Third order | Loyalty invitation | 5% | Draft (needs attention) |
Across all five parts
One customer record, one set of measures.
Spend over time, customers kept, customers lost and satisfaction, all from one record. We review them every quarter.
How it works
Five parts, in the order a customer meets them.
Each part helps the next see who the customer is and what they need.
- 01 · Map Journeys How customers move across channels and into service.
- 02 · Group Insight Needs, value and risk of leaving, for each customer group.
- 03 · Follow up Follow-ups Steady messages for each group, within contact limits.
- 04 · Reward Loyalty Rewards costed for margin and points owed before launch.
- 05 · Run Calendar Messages on set dates or when a customer acts.
Timeline · 4 stages
From customer research to live plans.
Research and data work start in week 1, side by side. We check what customers say against what they do. Timings are typical and vary with scope.
Stage 01 of 4Wk 01–04
Discover
We interview customers and staff and study what they buy and do, to find where customers leave.
You get
- Customer research
- Analysis of who leaves
- Current journey map
Stage 02 of 4Wk 04–07
Define
We define customer groups and map each one’s journey. We score value and risk of leaving, and agree measures with you.
You get
- Customer groups
- Journey maps
- Value & risk scores
Stage 03 of 4Wk 06–11
Design
We design follow-ups, rewards and the calendar together. We test them against margin and team time, then set a launch order.
You get
- Contact plan
- Loyalty design & costs
- Message calendar
Stage 04 of 4Wk 11–12
Run
The first plans go live with a control group and an owner per stage. AI drafts messages and a named person approves each one.
You get
- Live plans
- Results dashboard
- Quarterly review
What you get
A relationship plan, set up in your CRM.
We write up each item and set it up in your CRM, the one place for every customer and sale.
| # | What you get | Format |
|---|---|---|
| 01 | Customer journey maps by group | Figma · PDF |
| 02 | Customer groups & definitions | Model · sheet |
| 03 | Scores for who may buy, leave or spend | Model · fact sheet |
| 04 | Contact plan & limits | Doc · settings |
| 05 | Follow-up plan designs | Diagrams |
| 06 | Loyalty programme design & cost model | Design · model |
| 07 | Message calendar with triggers & owners | Board · sheet |
| 08 | Customers kept & spend dashboard | Dashboard |
What changes
Customers who stay longer, measured by join month.
Success: customers stay and spend more than a control group left out of the plans, within agreed contact limits. They are aims, not guarantees.
-
01
Know your best customers
You see who buys most, who is new and who may leave.
-
02
Keeping customers becomes a plan
Follow-ups run all year on one calendar.
-
03
Loyalty that earns its cost
Costs, unused points and points owed are worked out first, so finance backs the programme too.
Share still active each month, with the plan and without it. Shape only. We compare customers by join month with a control group who got none of the plans.
Tools we use
Your CRM and data tools, sharing one customer record.
The CRM, data and research tools we use to design and run the work. No partnership is implied.
- HubSpot
- Zoho
- Google Analytics
- Mixpanel
- PostHog
- Snowflake
- Google BigQuery
- Looker
- Python
- Miro
- Salesforce
- Twilio
- dbt
Rules we build to
Relationships built on consent, recorded per purpose and channel.
We build the work to these rules. We hold no certificates for them.
-
GDPR — General Data Protection Regulation (EU) 2016/679
General Data Protection Regulation (EU) 2016/679
We record consent for each purpose and channel. Tracking starts only after consent (Consent Mode v2 with Google). Delete requests reach every connected tool.
-
DPDP Act 2023 — Digital Personal Data Protection Act, 2023
Digital Personal Data Protection Act, 2023
Notices and consent records for customers in India. If they withdraw consent, every journey and channel stops the same working day.
-
ISO/IEC 27701 — Privacy information management systems
Privacy information management systems
We list every tool that holds personal data, why, for how long and under what terms. The list stays current.
-
WCAG 2.2 AA — Web Content Accessibility Guidelines
Web Content Accessibility Guidelines
We check emails, pages and app messages before approval: contrast, image descriptions, reading order and keyboard use.
-
NIST AI RMF 1.0 — AI Risk Management Framework
AI Risk Management Framework
Each AI model that scores, targets or writes has an owner and a measured error rate. Past a set limit, it stops.
Offers & plans
Ways to keep customers, one part at a time.
Start with the part you need most. Each links to the others and is measured on customers kept and how much they spend.
- Categories
- 05
- Offers
- 19
- Plans
- 05
How to buy
- 01Pick offers. Ask about one, or add several to one enquiry.
- 02Choose a plan. A small job, a fixed project or ongoing help.
- 03Send your enquiry. We reply within one working day.
How we work with you
Ways to start, from a question to a quote.
Ask a quick question, send your project details or request a quote. The person who will lead the work reads each one in full. Services in your enquiry go with it.
Or book a 30-minute call-
01
For a first chat, a press request or anything not ready to plan yet.
You get A reply from a named lead
-
02Recommended
Goals, who it is for, budget and timing, so our first reply can outline the work.
You get Options and prices after one call
-
03
Your documents, deadlines and the purchasing and security rules to meet.
You get Confirmation and a named lead
How it is priced
Each plan shows how it is priced. Work starts once we agree a written scope and price.
Opens the project form with this plan chosen.
-
In your enquiry
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
-
In your enquiry
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
-
In your enquiry
- Typical length
- 3–9 months
- Pricing
- Fixed price per stage
-
In your enquiry
- Typical length
- Ongoing · 6-month minimum
- Pricing
- Monthly fee
-
In your enquiry
- Typical length
- 6–18 months
- Pricing
- Priced per written scope
Compare what each plan includes
| Plan | What you get | Best for |
|---|---|---|
| SprintA short, fixed job that answers one clear question. |
|
An audit, a brand check or a test version of an app |
| ProjectOne clear job for one fixed price. |
|
A brand identity, a website, a simple app or a set of tools |
| MilestoneA bigger build in stages you approve and pay for one at a time. |
|
Work too big for one contract, such as a large app |
| RetainerA monthly team that runs and improves what we built. |
|
Monthly social media and ads, or care for live sites and apps |
| EnterpriseA large, long project with its own team and agreed response times. |
|
Large companies making changes across markets, brands or business units |
Questions
What teams ask about customer strategy.
Anything else, ask us directly. A short call is usually quicker than a long email.
01Is this one service or five?
One service with five parts, run by one team. You can start with one part, such as journey maps. The parts connect, and we will tell you when the next one is needed.
02Do we need points to build loyalty?
No. Points are one way among several, and often the most costly. Recognition, early access, better service and useful perks can keep customers for less. We cost the options against your margin first.
03How soon will we see results?
Welcome and win-back messages can show an effect within one or two buying cycles. Group and loyalty changes take several quarters, so we track customers by the month they joined.
04How do you prove it worked?
Every plan has a control group: customers who get none of it. We compare the two groups. Plans that add nothing are changed or stopped.
05What data do you need to start?
Your own customer data, collected with consent. That means sales, contact history, service records and past research. If data is thin, we start with research and simple groups.
Works best with
Two services that run and measure these plans.
Automation sends each stage’s messages. Campaign AI measures what each plan adds.
Tell us what you need built.
You will talk to the lead who would run your work.
Three ways to start
We always agree a written scope and price before work begins.
Choose one of the three ways above