Loyalty & CRM Consulting
Loyalty that starts with your customers - not your platform.
We’re platform-agnostic. That means our advice is grounded in what’s right for your venue, your team and your members - not what earns a commission or locks you in.
We’ve spent 40+ years in hospitality, loyalty and CRM - in the roles you’re in now, at venues like yours. We know what works, what doesn’t, and what most loyalty programs are still getting wrong.
Gold, Silver, Bronze… sound familiar?
Most hospitality loyalty programs look the same, run the same, and deliver the same results - which is to say, not enough. The tiers don’t differentiate. The offers don’t personalise. And your best customers are being treated exactly like everyone else.
Here’s what we hear most often from venues like yours:
"Our program looks like everyone else's"
Gold, Silver, Bronze with the same earn-and-burn structure as the pub down the road. There's nothing that makes your best members feel recognised - or give you a reason to stay loyal.
"We bought a CRM but barely use it"
The platform was sold to you as the solution. But without a clear strategy behind it, it's become an expensive email tool - or worse, something IT manages but marketing can't access.
"Our best customers are leaving quietly"
You know churn is happening. You can see it in the numbers. But you don't have the segmentation or the triggers in place to catch members before they're gone.
"We send the same offer to everyone"
Every member gets the same communication, the same promotion, the same experience - regardless of how valuable they are or what they actually respond to. Personalisation feels out of reach.
"We don't know if our campaigns work"
You run a promotion, members come in, but you can't cleanly attribute what moved the needle. The reporting doesn't show you enough to make the next campaign smarter.
"No one owns Loyalty properly"
When everyone owns it, no one truly does. There's no clear accountability, no defined process, and the platform sits in the gap between marketing and IT with neither team fully in charge.
How we work
We start with strategy. Technology comes last.
Most CRM failures aren’t technology problems. They’re strategy problems that get handed to a software vendor. We work in the opposite order - and that changes everything.
Planning
We validate or develop your strategy to ensure alignment to your departmental goals, KPIs and commercial objectives. Before any process is defined or technology selected, we make sure there's a clear, agreed strategy behind what you're trying to achieve.
Process
We define the business processes that need to sit behind your CRM and loyalty activity - in a way that both marketing and technology teams understand and can execute. A great strategy fails without a clear process to deliver it.
People
We establish ownership at each stage of the customer lifecycle and each phase of the project. We provide support to upskill your existing team and source new skill sets where needed - because the strategy only works if your people can run it.
Platform
Only once Planning, Process and People are clear do we review your current technology capability and recommend a platform that bridges the gaps. We're not affiliated with any vendor - our recommendation is always based on what's right for your team.
Where we work with you.
We engage across the full spectrum of customer and loyalty strategy - from foundational assessments through to ongoing campaign optimisation. Most clients start in one area and expand from there.
Loyalty program design and rebuild
Whether you're starting from scratch or fixing a program that isn't delivering, we audit what you have, identify what's working, and design programs that reward the right behaviours and differentiate your venue.
CRM strategy and platform optimisation
If you're evaluating a new CRM platform, we help you define requirements and select the right tool without vendor bias. If you already have a platform, we help you get significantly more from it - without buying something new.
Personalisation at scale
We help you move beyond batch-and-blast to communications that respond to where each member is in their lifecycle. We define the segments, the triggers, the channels and the measurement framework - and we build your team's capability to run it.
Customer lifecycle mapping
We map every key touchpoint across your member's journey - from first visit through to reactivation - and align your CRM strategy to each stage. This gives your team a shared framework for every campaign and communication decision.
Data audit and gap analysis
We assess the data you're currently collecting, identify the gaps that are limiting your personalisation and segmentation, and recommend what you need to capture - and how - to make better decisions.
Team capability and upskilling
Strategy without capability doesn't stick. We work alongside your team - not just as consultants who hand over a document - to build the skills, processes and ownership structures that make the work sustainable after we're gone.
Your members aren’t all in the same place.
The most effective loyalty strategy treats members differently depending on where they are in their relationship with your venue. A new member needs different things than a loyal regular - and a lapsed member needs a different conversation entirely.
We align your CRM strategy to five lifecycle stages:
01
Acquisition
Convert first-time visitors into registered members
02
Activation
Drive the first meaningful interaction post-signup
03
Growth
Increase visit frequency and share of wallet
04
Retention
Protect your best members from drift and churn
05
Reactivation
Re-engage lapsed members before they're gone for good
We help you define the right strategy, triggers and communications for each stage - so your CRM program works across the entire member relationship, not just at acquisition.
We work with any platform. That’s not a footnote - it’s the whole point.
A lot of “CRM consultants” are actually platform resellers. They have a preferred vendor, and their recommendation - whatever your situation - tends to land there.
We’re different. We’re not affiliated with, paid by, or incentivised by any CRM or loyalty technology vendor. Our role is to understand your venues, your team and your members - and recommend the right approach for your situation.
That might mean getting more from the platform you already have. It might mean switching. It might mean a custom configuration. The right answer is the one that’s right for you - and we’ll tell you which one that is, honestly.
We work with a range of hospitality-specific Loyalty and CRM platforms. If you’re mid-evaluation and want an independent view, that’s exactly what we’re here for.
Let’s talk about what’s not working.
Book a free 30-minute consultation. We’ll listen to where you are, what you’re trying to fix, and give you an honest view of whether and how we can help.
No obligation. No sales pitch. Just a straight conversation.
If you’re exploring ANALYTIQ instead, visit the ANALYTIQ page - or book a combined conversation and we’ll cover both.