Drive
customer engagement

Winning a customer is expensive. Keeping them, engaging them and earning their loyalty: that is where real growth happens. Effective customer engagement rests on a clear strategy: speaking to each customer at the right moment, with the right message. Training, workshop and consulting: everything you need to build a lasting relationship, from first contact to loyalty.

Laurence Wilmet facilitating a customer relationship management workshop, presenting the customer lifecycle as the framework for the strategy.

Customer engagement in practice

Effective customer engagement follows your customers’ lifecycle: acquisition, onboarding, growth, retention, loyalty. At each stage, expectations change, and the message must change with them. A new customer needs guidance, an established customer needs to feel valued, and a customer who is drifting away needs a reason to stay.
Adapting the message to each moment is what turns customer engagement into a growth driver: more sales from existing customers, less churn, and loyalty built over time. In practice, it relies on well-segmented data, a contact plan defined stage by stage, and personalised, automated campaigns.

Why it has become essential

Your customers receive dozens of emails, text messages and notifications every day. A generic message goes unnoticed, or ends up in spam and triggers an unsubscribe. They expect personalised messages, tailored to their situation and needs. Yet many businesses still send campaigns without a real strategy: data remains underused, and the marketing automation tool runs below capacity.
A structured approach to customer relationships changes everything: every message serves your business goals while bringing real value to your customers. It has a reason to be sent, and they have a reason to read it.

My approach: your customers first, then the tools

I always start from your customers and your objectives before talking about tools. First, map the lifecycle, matching at each stage your customers’ expectations with your business goals: convert, activate, grow, retain, build loyalty. Then, define the contact moments and messages that serve both. Finally, turn this plan into concrete campaign scenarios, with KPIs to measure and improve.

Services to boost customer engagement

Training

Learn the methods and tools

Marketing Automation & Personalised Campaigns

Master the fundamentals of customer relationships and learn to design personalised campaigns that truly engage. You send the right message at the right moment, even with no marketing automation experience.

See the training course

Workshop

Apply it to a real case in your organisation

Personalised Marketing Campaigns Workshop

Build your relationship marketing plan, from your customer lifecycle to the design of your automated scenarios. In two days, you leave with prioritised campaigns to speak to every customer at the right moment, on the right channel.

See the workshop

Consulting

Expert support over time

Short on time, or need an expert eye on a project? I work directly alongside your teams to frame and implement a customer relationship strategy tailored to your context. Format and duration adapted to your project.

TYPES OF SERVICES

  • Defining your customer relationship strategy
  • Mapping your data sources
  • Requirements specifications (CRM, campaign tools)
  • Campaign analysis and optimisation
  • Defining key performance indicators

TYPES OF PROJECTS

  • Selecting or replacing a marketing automation or email platform
  • Growth or retention plan
  • Setting up a loyalty programme
  • Customer base management programmes
  • E-commerce launch

Learn more about consulting

Explore my other areas of expertise

UNDERSTAND YOUR CUSTOMERS

Interviews, observation, field testing: the tools and methods to go out and meet your customers.

DESIGN THE CUSTOMER EXPERIENCE

Customer journey mapping and Design Thinking: the methods to understand what your customers actually experience and to innovate on your products and services.

What if customer engagement became a real growth driver?

Let’s talk

Frequently asked questions

Why is customer engagement a strategic issue, not just a marketing one?

Because it involves the whole business: sales, customer service, product, marketing. A consistent customer relationship reduces churn, increases customer lifetime value and becomes a lasting competitive advantage, not just one more line in the marketing plan.

What is the difference between managing customer relationships and building loyalty?

Loyalty is one stage of the lifecycle. Customer relationship management covers the whole journey (acquisition, onboarding, growth, retention, loyalty) and keeps these stages consistent.

How can I tell whether my current campaigns are effective?

Start with three basic indicators: open rate, click-through rate and conversion rate. If you don’t track them, that is often the first thing to address. Above all, ask whether your campaigns serve your business goals and meet your customers’ expectations.

What exactly is marketing automation?

Marketing automation is the art of sending the right message to the right person at the right time, automatically. It relies on customer data and predefined scenarios to trigger personalised communications without manual intervention each time.