Insights

The loyalty and CRM problems nobody warns you about

Practical perspectives from 40+ years in hospitality CRM - written for venue marketers who already know something isn’t working.

M is for Map: Why most CRM strategies fail before they start

Of the four principles in the MOVE methodology, Map is where the work begins. It's also where most businesses skip ahead. Not deliberately — but the pressure to get the platform live wins, and six months later they're sitting with a system that doesn't reflect how they actually work.

7 min read·Challenge That team

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Customer value

The customers shaping this business weren't the ones worth keeping

Twelve thousand members, strong foot traffic, a venue people loved. When we mapped the complaints against the value data, the correlation was uncomfortable. The customers driving the most noise were among the least valuable in the database.

6 min read→

CRM

The moment I realised CRM could drive growth

It was the early 2000s, an online sportsbook in the UK, five VIP segments, and a boardroom argument I lost. What happened next taught me everything I know about CRM, retention, and what happens when businesses can't see the connection between customer spend and customer value.

5 min read→

Loyalty strategy

The five loyalty mistakes hospitality venues keep making (and how to fix them)

Gold, Silver, Bronze. Tiers exist. Emails go out. The program is technically live. So why aren't members coming back more often? Most loyalty programs in Australian hospitality aren't broken - they're just built on assumptions that were never tested.

8 min read→

CRM

Why your CRM implementation stalled - and what to do about it

You bought the platform. You migrated the data. Six months later, your team is back to spreadsheets. Here's why implementation stalls happen and how to break out of them.

6 min read→

Data quality

Your member database is lying to you - the data gap audit every venue needs

Most venues assume their CRM data is messy but usable. The reality is often worse. We walk through the five data gaps that silently undermine personalisation and campaign performance.

7 min read→

Tier design

Gold, Silver, Bronze: why the standard loyalty tier model is failing Australian venues

Tier-based loyalty programs feel safe - they're what everyone else uses. But in hospitality, they consistently reward spend history over behaviour, and ignore the customers most likely to grow.

9 min read→

See these problems in your own data

ANALYTIQ surfaces loyalty gaps and CRM blind spots - without needing an analyst.

See ANALYTIQ →