Building a Smarter Customer Journey

In 2024, I led the development of a comprehensive customer journey framework for a national wireless provider, aimed at reducing churn, increasing upgrades, boosting ARPU, and strengthening brand loyalty.

To achieve those outcomes, I worked cross-functionally to modernize our CRM approach, leaning into Braze and other new tools to deliver smarter, data-driven communications across the customer lifecycle.

At the heart of this effort was a shift in mindset from campaign-first to customer-first.

We organized all lifecycle marketing efforts around three pillars:

01
Grow
Upsell and cross-sell the customer base to increase ARPU and maximize the lifetime value of each customer.
02
Retain
Secure long-term revenue streams by driving upgrades and delivering standout service.
03
Build Affinity
Foster strong emotional connections to boost loyalty, advocacy, and engagement.
Onboard
01
Welcome Phase
Set expectations, introduce brand, clarify next steps, and lightly push add-ons.
Grow
02
Early Life Phase
Start pushing gross adds and revenue-generating services. Offer support as needed.
Grow
03
Mid-Life Phase
Lean heavily into cross-sells, up-sells, and other revenue-generating services.
Retain
04
Out of Contract Phase
Push relevant, personalized, and timely upgrade offers. Gross adds come second.
Build Affinity
05
Back in Contract Phase
Introduce loyalty campaigns and continue non-upgrade-related initiatives.

From there, I created a phased journey structure that aligned CRM communications with a customer’s lifecycle stage and contract status. Each phase prioritized a different communication strategy: welcoming and educating new customers, growing mid-life customers with value-adding offers, and retaining high-risk customers with timely upgrade incentives.

Each phase included four messaging timelines:

Customer Journey Phases
Promotional Timeline
Calendar-based campaigns tied to launches, seasons, or events, designed to drive timely awareness and engagement.
Tenure Timeline
Automated sends triggered by how long a customer has been with us, ensuring relevant messaging over time.
Recurring Batch Timeline
Regularly scheduled campaigns sent to eligible audiences regardless of behavior, maintaining consistent contact.
Trigger Event Timeline
Real-time campaigns activated by specific customer actions or signals for timely, personalized engagement.
Global Level Rules
Universal controls like messaging caps, audience suppression logic, and cross-campaign priority rules.
Campaign Level Rules
Defines eligibility criteria, campaign timing windows, and resolution logic for overlapping offers.
Segment Level Rules
Behavioral and demographic-based targeting strategies, often driven by tenure, usage, or recent activity.
Cadence Level Rules
Determines pacing between communications, such as frequency caps, delays, or pause windows.
Content Level Rules
Dynamic fields and logic-driven content personalization based on device, eligibility, or segment.

To govern the timelines, a hierarchy of rules was put in place:

The result? A scalable, omnichannel CRM engine that respects the customer experience, delivers business outcomes, and evolves with every interaction.

Curious about the full picture?

See how my experience across CRM, strategy, and execution connects to create powerful marketing outcomes, start to finish.

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