Context
Austin has worked across lifecycle and CRM environments supporting 5,000,000+ contacts over his operating career.
Operating Challenge
Customer data, segmentation, messages, and support information needed to work together. Improving lifecycle performance required attention to the underlying records and rules as well as the communications.
Decisions & Approach
The work connected CRM structure, customer segments, lifecycle triggers, conversion reporting, and customer operations so the team could act on a more consistent view of the customer.
Systems Built
CRM and lifecycle infrastructure, segmentation, KPI definitions, and reporting supported a more deliberate approach to customer engagement and retention.
Role & Implementation
Austin worked across marketing operations, CRM, lifecycle, analytics, and customer experience, connecting the systems work with the operating team’s use of it.
Contribution & Outcomes
His experience includes improvements in lifecycle and email conversion, segmentation, repeat business, and customer reporting.
What You Can Apply
Before adding another lifecycle message, check whether the customer data, trigger, exclusions, and next action reflect what is actually happening with the customer.