Definition
CRM strategy maximizes lifetime value (LTV) by orchestrating data, journeys, and interventions that increase retention, expansion, and advocacy.

Introduction
Retention compounds. Tiny churn improvements can outstrip new acquisition spend.

Explanation

Data foundation: customer 360, consented first-party data, event tracking.

Segmentation: RFM, propensity scores, churn risk models.

Journeys: onboarding, activation, usage nudges, win-back; channel orchestration (email, app, SMS, in-product).

Offers & pricing: loyalty tiers, bundles, family plans; guardrails against promo addiction.

Metrics: retention cohorts, LTV, net revenue retention (NRR), churn decomposition.

Key Takeaways

Start with onboarding—most churn happens early.

Personalize with propensity + experimentation.

Align offers with long-term value, not short-term vanity.

Real-World Case
Booking.com runs at-scale experimentation and CRM triggers across the funnel (search to post-stay), optimizing repeat bookings and NRR.
Reference: Booking experimentation talks.