Latte Loyalty

📥 Customer Acquisition in Action

Deliveroo: Uses targeted ads based on your location and previous orders. Their CRM tracks which restaurants you browse, what cuisines you prefer, and when you typically order. This lets them send you personalised promotions for similar restaurants you haven't tried yet.

Gymshark: The UK fitness brand uses Instagram and TikTok to attract new customers, then captures their details through email sign-ups offering 10% off first orders. Their CRM tracks which social media platform each customer came from to see which channels work best.

Why it works: Both companies use their CRM to understand where customers come from and what attracts them, then invest more in the channels that bring the best customers.

🔄 Customer Retention in Action

Tesco Clubcard: One of the UK's most successful loyalty programmes. Tesco's CRM tracks everything you buy, then sends you personalised vouchers for products you actually purchase. If you regularly buy cat food, you'll get cat food vouchers - not dog food ones.

Pret A Manger: Their subscription model (£30/month for 5 drinks per day) uses CRM to track when subscribers haven't visited in a while. The app sends friendly reminders and shows nearby stores, encouraging people to use their subscription.

Why it works: These businesses know it's cheaper to keep existing customers than find new ones. Their CRMs help them reward loyalty and spot customers who might stop visiting.

🎯 Lead Generation in Action

Rightmove: The property website captures leads for estate agents. When you search for houses, create alerts, or request viewings, their CRM captures this information and passes it to estate agents as leads. They track which leads turn into viewings and sales.

MoneySuperMarket: When you compare insurance quotes, their CRM captures your details and preferences. Even if you don't buy immediately, they can follow up with email reminders when renewal time approaches. They track leads through each stage of consideration.

Why it works: Both platforms understand that most people don't buy immediately. Their CRM systems track potential customers and help follow up at the right time.

📊 Pipeline Management in Action

John Lewis: For big purchases (weddings, home renovations), their CRM tracks customers through multiple visits and consultations. A wedding list coordinator uses the CRM to follow up with couples at different stages: initial meeting → list creation → registry launch → post-wedding.

Octopus Energy: When you get a quote for switching energy supplier, their CRM tracks you through stages: Quote Provided → Considering → Reminder Sent → Switch Initiated → Switch Complete. They know when to follow up and which customers are most likely to actually switch.

Why it works: For complex or high-value sales, customers need time to decide. Pipeline management ensures no opportunity is forgotten and helps businesses focus on the deals most likely to happen.

Customer Acquisition

Getting NEW customers to make their first purchase. This includes advertising, social media campaigns, referrals, and promotions. CRM helps track where customers come from and which marketing works best.

Customer Retention

Keeping EXISTING customers coming back. This costs less than finding new customers. Includes loyalty programmes, personalised offers, excellent service, and regular contact. CRM tracks customer behaviour to identify those at risk of leaving.

Lead Generation

Identifying and capturing people who MIGHT become customers - they've shown interest but haven't bought yet. Examples: newsletter sign-ups, enquiries, event contacts. CRM stores their details and reminds you to follow up at the right time.

Pipeline Management

Tracking potential sales through stages from first contact to completion (e.g., First Contact → Interested → Sent Quote → Discussing → Sale Complete). CRM helps you see which opportunities need attention and predict future revenue.