- CRM audits and journey analysis
- Lead journey and workf low analysis
- Mystery shopping
- Marketing workflow transformation
- AI integration into marketing functions
Customer & CRM Transformation
The data tells you what happened. The customer experience tells you why. We audit CRM journeys to understand what's actually happening to leads, use mystery shopping to see the experience from the customer's side, and identify the workflows, gaps, and opportunities that sit between acquisition and conversion. Where useful, we bring workflows and AI into the marketing function itself, making transformation part of how the team works rather than another layer added on top.
01
What this covers
02
How we think about it
A CRM can tell you where a lead is. It doesn't always tell you why that lead stopped moving.
The same applies to customer experience. A process can look efficient from inside the organisation and still feel broken from the customer's side. We look at both, the system and the experience, to understand what is actually happening rather than what the process was designed to do.
03
Our approach
Audit
Understand how leads and customers currently move through the CRM and marketing function.
Investigate
Identify gaps through CRM data, workflow analysis, and mystery shopping where relevant.
Redesign
Identify opportunities to improve processes, handoffs, and customer journeys.
Transform
Build workflows and AI into the marketing function where they can make the system more effective
04
Who this is for
Brands generating leads but without a clear view of what happens after acquisition. Brands with CRM systems that have grown complicated over time. Brands experiencing gaps between marketing, sales, and customer experience. Brands looking to introduce better workflows or AI into their marketing function.
05
F.A.Qs
Yes. A CRM audit is about understanding what is already happening within the existing setup, identifying gaps, and finding opportunities to improve the customer and lead journey before recommending larger changes.
It helps identify what is happening to leads across the journey, where processes may be breaking down, and where opportunities are being lost. The focus is on finding what the existing system is actually doing, rather than assuming it is working as intended.
CRM data shows what is happening within the system. Mystery shopping adds the customer's perspective by showing what the actual experience looks and feels like. Together, they can reveal gaps between the process a brand has designed and the experience customers actually receive.
Yes. Reviewing CRM journeys, workflows, and customer experiences can help identify points where leads are being delayed, dropped, or poorly handled, giving the marketing function a clearer view of where intervention may be required.