The Wayhome Project
Wayhome came with an opportunity to bring greater structure and momentum to its CRM programme. We worked across campaign strategy, customer journeys, content, design, implementation and performance measurement to create a clear roadmap from opportunity through to live campaigns.
01 — Creating the roadmap
Turning opportunity into action
We mapped the CRM programme across strategy, content, design, build and implementation, creating a structured three-month roadmap with clear priorities, dependencies and launch milestones. Existing campaigns and new opportunities were brought together into one coordinated programme.
02 — Prioritising the customer journey
Focusing effort where it creates the greatest impact
We assessed the campaign landscape across existing and new opportunities, prioritising journeys around key customer behaviours including affordability, viewings, calls, applications and partnership activity. This created a focused pipeline of campaigns ready to move through development.
03 — Designing for performance
Connecting experience, data and commercial outcomes
We brought customer experience and performance objectives together, using available customer data and defined OKRs to guide campaign development and optimisation. Every stage was designed with measurable outcomes in mind — from increasing active AIPs to accelerating processing and improving offer conversion.
The Result? From CRM activity to measurable momentum. A structured roadmap. Prioritised customer journeys. Connected content and design. And a CRM programme built around meaningful commercial outcomes.