The Book
The missing manual your CRM vendor never gave you.
The MOVE Methodology is a four-step framework for aligning CRM strategy, operations, and technology - giving your whole team a common language and a clear system that actually gets used. Used across industries, and right at home in hospitality.
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About the book
Most CRM projects fail quietly.
The platform gets implemented, the data gets migrated, the team gets trained - and then, slowly, nothing changes. Guests don’t feel known. Staff don’t trust the data. And the system that was supposed to drive loyalty ends up as an expensive contact list.
The MOVE Methodology gives you a practical, four-step framework to fix that. Written by three practitioners with deep experience across CRM, loyalty, and - yes - hospitality, it bridges the gap between the teams who know your customers and the systems that should.
Complete with practical frameworks and ready-to-use templates, this is the book that turns your CRM from a cost centre into a genuine competitive advantage.
The authors
Written by practitioners, not theorists.
Kristen Makin
Co-founder, Challenge That
A seasoned CRM and VIP marketing expert, Kristen's journey began in the online gaming industry during the early 2000s, where she had the privilege of working with some of the most innovative developers in the world. Throughout her career, she has successfully managed customers and teams on an international scale, with responsibility for over 70% of net revenue from existing customers.
Fiona Nilsson
Co-founder, Challenge That
A qualified and experienced senior Marketing Executive who has worked with customer-centric companies spanning Australia, New Zealand, Europe, Asia, the UK, Ireland, and the USA, Fiona is passionate about the data and customer insights needed to make pragmatic business decisions within a marketing framework.
Ian Sampson
Author
A seasoned professional with a rich history in technology and business, he started his career as a Chartered Accountant with Ernst & Young, but his expertise has always revolved around the practical application of cutting-edge technology to improve businesses. This passion has seen him working for some of the world's largest companies across the globe.
Ready to make your CRM work?
Available now on Amazon Australia.
Buy the book on Amazon →The MOVE Methodology: The Missing Manual for CRM