Case studies
The work
Retention and CRM transformation programmes across streaming, iGaming, SaaS, subscription services and aviation. Scope, deliverables and outcomes from each engagement.
Case Study: TOD
Subscription streaming service
Engaged to design and build TOD's always-on, personalised lifecycle communications programme across email, in-app, push, WhatsApp & SMS, from free trial to the final whistle and beyond: an end-to-end CRM audit, a new lifecycle strategy, and an automated build of around 4,000 personalised communications across 8 journeys, live for the World Cup.
Scope
- Transform engagement across email, in-app, push, WhatsApp & SMS
- Fast-growing MENA sports & entertainment streaming subscription service
- Always-on, personalised lifecycle programme, live before the World Cup
- Strategy + execution via the InsiderOne platform
Deliverables
- Stakeholder interviews & communications audit
- Strategic framework (lifecycle stages, segmentation, triggers, real-time decisioning, measurement)
- Communications framework (Excel + interactive Figma blueprint)
- Technical spec (behavioural events, TNMA logic, guardrails)
- API ingestion engine + full content build (English & Arabic)
Outcomes
- Around 4,000 personalised communications across 8 lifecycle journeys, live for the World Cup
- Automated API pipeline removing manual build in InsiderOne
- Always-on programme converting World Cup acquisition into long-term subscribers
Case Study: Evoke (William Hill & 888)
"Tom provided a strong framework for identification of detailed, valuable behavioural use cases for all lifecycle stages. He made a significant impact and added high value to our programme at a key time."
Scope
- Accelerate delivery of the Customer Lifecycle Management (CLCM) strategic initiative
- Span CRM, Product, Compliance, CS & CX
- Whitepaper (safer gambling) execution, mitigation & monitoring
- Creative uplift & organisation redesign
Deliverables
- CLCM master plan (initiatives, value & timings for monthly Steerco)
- 15+ CRM automation strategies (verification, nurture, winback, x-sell, bonus engine)
- Q2/Q3 Product, Compliance & CS one-pagers
- 3-part CRM creative training + creative guidelines (CVP, Helix, AI)
- CRM org model, process blueprint & CLCM Director hiring support
Outcomes
- Build of the CLCM roadmap at a pivotal moment
- CRM & creative teams upskilled, clearer creative standards
- Operating model to scale automation
- New CLCM Director recruited
Case Study: FDJ (was Kindred)
"Tom helped upskill our retention department during a large period of transformation. His passion for retention and depth of industry knowledge had a big impact on the team and this immediately translated into business impact."
Scope
- CRM marketing capability uplift for a 100+ person team
- Across London, Gibraltar & Malta
- Embed commercial + customer focus and shared best practice
- Build confidence in CRM strategy decisions
Deliverables
- Business understanding phase (Optimove, campaign & segmentation audit, interviews)
- Two in-depth CRM training documents (commercial impact, measurement, lifecycle, channels, behavioural science, AI)
- Homework tasks & in/out-of-sector case studies
- Three in-person delivery sessions + Q&A across all locations
Outcomes
- 100+ team upskilled during major transformation
- Stronger commercial & customer focus embedded in CRM
- Immediately translated into business impact
Case Study: Aspen
Subscription B2B SaaS
"Tom was instrumental in helping us scope and strategize a feature focused on personalization at scale, one-to-one emails sent as if written individually, not blasted as a campaign. The impact was immediate: we saw a 3× lift in activation and day-90 retention, and that feature became a core driver in helping Aspen grow past $1M in ARR. Tom has a rare ability to connect product strategy directly to retention and revenue outcomes."
Scope
- One-to-one retention advisory for Aspen, a subscription B2B SaaS platform serving financial advisors
- Scope and shape a personalisation-at-scale capability: one-to-one lifecycle emails that read as individually written, not batch-and-blast campaigns
- Connect product strategy directly to activation, retention and revenue
Deliverables
- Advisory on the personalisation-at-scale feature: the behavioural triggers, lifecycle moments and messaging logic
- Guidance on the activation and day-90 retention drivers and how to instrument them
- Ongoing one-to-one strategic input as the capability was designed and shipped
Outcomes
- 3× lift in activation and day-90 retention
- Core driver in growing Aspen past $1M ARR
- Product strategy tied directly to retention and revenue
Case Study: ProForce Pest Control
Subscription pest-control service
Engaged to run a Phase 1 retention and lifecycle audit for ProForce Pest Control, a fast-scaling US subscription pest-control business (c. $30m revenue, on track for c. $50m). The goal: move the customer relationship from transactional to a coordinated, value-led lifecycle programme, and set the right martech direction before further platform investment.
Scope
- Phase 1 retention and lifecycle audit + strategic plan
- Establish a shared, cross-functional view of the current lifecycle, comms, data and martech across acquisition, onboarding, in-life service and renewal
- Quantify the highest-value opportunities to cut end-of-contract churn (the month 11 to 12 spike) and grow lifetime value
- Recommend the right martech path (consolidate FieldRoutes / Five9, adopt a CRM, or build a CRM 3.0 agentic execution layer)
Deliverables
- Up to 10 cross-functional stakeholder interviews + written findings summary
- Data deep dive across leads, Five9, FieldRoutes and BigQuery: what exists, what's usable, and the drift and renewal-risk signals available
- End-to-end customer-journey blueprint in Figma with CX gaps, lost data and lost-value moments
- Martech stack review with capability-vs-need scoring and a clear recommendation
- Strategic transformation plan with a sequenced Phase 2 roadmap
Outcomes
- A single, evidence-based view of the customer, data and stack before further platform investment
- Quantified retention and cross-sell / up-sell opportunities across the existing book
- A clear martech direction and a prioritised Phase 2 execution roadmap
Case Study: The Gym Group
Subscription gym membership
"Tom worked with The Gym Group to help identify and prioritise retention opportunities to build into our plans. He is clearly an expert in his field and if you are looking to improve your retention, he can help."
Scope
- Identify, evaluate and prioritise member-retention opportunities
- Recommend the major focus areas for investment and the practical quick wins
- Recommend how to optimise existing retention initiatives to realise improvements faster
Deliverables
- Business-understanding phase: review of existing retention initiatives, churn data, CX, app and CRM journeys, plus a site visit as a real member
- Around 10 stakeholder interviews
- In-person options-identification workshop to agree priority initiatives
- Opportunity scoring: each priority initiative scored on revenue upside / business impact vs complexity, with high-level business cases
- Strategy review: recommended focus areas, practical quick wins, and specific enhancements to in-play initiatives using behavioural science, gamification and moments-of-truth techniques
Outcomes
- A prioritised retention roadmap for The Gym Group
- Clear major focus areas plus quick wins, ranked by size of prize and ease of implementation
- Recommendations to optimise existing initiatives for faster impact
Case Study: Subconsciously
Subscription hypnotherapy app
"Tom's support has transformed my business from one that was regularly making a loss, to one that is self-funded in just 5 months. Together we re-priced the product, built new conversion journeys, developed a new creative strategy and campaign, implemented a comprehensive CRM marketing programme, resolved multiple tech issues and implemented new Martech. All this increased average subscriber tenure and resulted in a 7× increase in subscribers."
Scope
- End-to-end retention strategy and AI execution for Subconsciously, a subscription hypnotherapy app
- Turn a loss-making subscription business into a self-funded, growing one
- Re-price the product, rebuild conversion, and stand up a full CRM marketing programme
Deliverables
- Product re-pricing and new subscription conversion journeys
- New creative strategy and campaign
- Comprehensive CRM marketing programme for conversion and retention
- Resolution of multiple tech issues and new Martech implementation
Outcomes
- Loss-making to self-funded in 5 months
- Increased average subscriber tenure
- 7× increase in subscribers
Case Study: Emirates
Engaged to design Emirates' omnichannel, personalised communications strategy across the entire customer lifecycle, from booking to boarding and beyond: an end-to-end audit of every customer communication, a new strategy, and the organisational model to deliver it.
Scope
- Omnichannel, personalised communications strategy across the full lifecycle & trip journey
- Email, push, app, SMS, WhatsApp, kiosk, IFE & real-world
- Improve CX, marketing & operational journeys to maximise LTV
- Organisation design to deliver the plan
Deliverables
- Documentation review + around 15 on-site stakeholder interviews (Dubai HQ)
- End-to-end audit of every lifecycle & trip-journey communication
- Benchmarking versus around 30 in- and out-of-industry CRM leaders
- Customer journey maps for all lifecycle stages (workshops)
- Communications framework (omnichannel, personalisation & real-time)
- Org design plan (CRM structure, RACI & collaboration)
Outcomes
- Clear path from email-centric to omnichannel, personalised engagement
- Prioritised roadmap & target operating model to deliver it
- Circa 591 consultant hours across three on-site phases
Want this for your retention number?
Most engagements start with an audit: a prioritised, board-ready plan that ties ARR to behaviour.