Customer Retention & Post Purchase: CRM Simplified – The Right Tech, Clean Data, and Performance Insights with Nicky Lomax (episode 247)
by Chloe ThomasNicky Lomax is a CRM specialist – spending 10 years at marketing and data agency more2, creating both acquisition & retention data strategies for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!! She now works brand side most recently running CRM projects at The Perfume Shop, Yoto, This Works and Ted Baker.
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Dive in:
[06:06] Experiencing retail process firsthand.
[08:57] Business structure impacts effectiveness.
[11:15] Building cross-functional business relationships.
[15:15] Back to basics: tech fundamentals.
[19:07] Evaluating data reporting systems.
[21:37] “AI Algorithms Overtaking RFM Strategies”
[23:29] Insider Tips from Nicky!
Your CRM Tech Choices
Choosing the right CRM is key to customer retention. Many businesses start with just an email platform, but as they grow, they may need a more advanced system. A CRM helps manage customer data, track interactions, and automate marketing. The best choice depends on business size, data needs, and team structure. Research and testing are crucial before making the switch.
Getting Your Data Right
Good data is the foundation of any CRM strategy. If customer data is messy or incomplete, marketing efforts will fail. Regular audits help ensure automation, emails, and segmentation work correctly. Simple steps like placing test orders and tracking customer touchpoints reveal hidden issues. Fixing data problems early prevents costly mistakes down the line.
Building Performance
A CRM is only as good as its reporting and optimization. Businesses must track key metrics to understand what’s working and what needs improvement. AI and automation tools can help, but human oversight is still essential. Regular reviews of reports and segmentation strategies drive better results. A strong CRM strategy evolves as data and customer needs change.
Listen to hear Nicky’s Insider Tips on Retention!
Interview links
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