Speaker
Kate Barrett
Kate Barrett is an international keynote speaker, CRM and retention strategist, bestselling author and Founder of eFocus Marketing
With 20 years' experience, Kate helps brands increase customer lifetime value through smarter CRM, customer journeys and marketing automation.
She has worked with organisations including Ann Summers, Ordnance Survey, PRS for Music, Ted Baker and CloserStill Media to develop commercially focused customer lifecycle strategies that deliver measurable growth.
Kate is the lead email marketing tutor for the CIM and DMANC, and author of the bestselling book E-telligence: Email Marketing Isn't Dead, The Way You're Using It Is.
The Retention Gap - Why your retention strategy isn't retaining customers
Most brands don’t have a retention strategy, they have a collection of retention tactics - a welcome campaign, a loyalty segment, a win-back flow, each built at a different time to answer a different question, and never introduced to each other.
Retention isn’t the next automation to build, it’s what a genuinely connected customer journey produces, decision by decision.
Using eFocus Marketing’s Customer Drift™ and Customer Momentum™ frameworks, Kate will walk through the four ways relationships quietly weaken long before they show up as churn, and the five deliberate decisions that keep momentum building instead.