CRM Programme Playbook

Behavioral Segments

• Champions: High frequency, high value
• Loyal: Regular purchasers
• At Risk: Declining frequency
• Lost: No purchase >180 days

Lifecycle Stages

• New: 0-30 days
• Active: 31-90 days
• Engaged: 91-180 days
• Lapsed: 180+ days

Value Tiers

• VIP: Top 5% by CLV
• High Value: Top 20%
• Mid Value: Middle 50%
• Low Value: Bottom 30%

Champions

• Recency: ≤30 days
• Frequency: ≥5 orders
• Monetary: ≥$100
• Strategy: Reward loyalty, VIP treatment

Loyal Customers

• Recency: ≤60 days
• Frequency: 3-4 orders
• Monetary: $50-99
• Strategy: Upsell, cross-sell, frequency increase

At Risk

• Recency: 61-120 days
• Frequency: 2-3 orders
• Monetary: $25-49
• Strategy: Win-back campaigns, special offers

Lost Customers

• Recency: >120 days
• Frequency: ≤2 orders
• Monetary: <$25
• Strategy: Reactivation campaigns, surveys

Real-time Integration

• Order events: Purchase, confirmation, delivery
• App interactions: Views, cart adds, searches
• User actions: Profile updates, preferences
• Location events: Store visits, proximity triggers

Batch Integration (Daily)

• Loyalty points: Balance updates, tier changes
• RFM calculations: Recency, frequency, monetary
• Customer segments: Behavioral groupings
• Historical data: Transaction history cleanup

Event Schema Examples

• Order Placed: order_id, value, items[], store_id, channel
• Profile Updated: preferences, dietary_restrictions, marketing_consent
• App Session: duration, screens_viewed, location, device_type
• Store Visit: store_id, check_in_time, visit_duration

Data Quality Framework

• Weekly cleanup: Campaign performance, bounce handling
• On-demand: Profile enrichment, preference updates
• Validation rules: Email format, phone numbers, required fields
• Monitoring: Data freshness alerts, schema validation

Always-On Campaigns

• Welcome series
• Birthday rewards
• Abandoned cart
• Win-back programs
• Post-purchase

Triggered Campaigns

• First purchase celebration
• Milestone rewards
• Reactivation offers
• VIP surprises
• Location-based

Promotional Campaigns

• New product launches
• Seasonal promotions
• Limited time offers
• Partner collaborations
• Flash sales

Email

• Primary use: Promotions & detailed content
• Subject lines: 30-50 chars, avoid ALL CAPS
• Send times: 6-8pm local, Tue-Thu optimal
• Frequency: Max 2-3 per week
• Target KPIs: 25%+ open, 3%+ click, 5%+ conversion

Push Notifications

• Primary use: Time-sensitive offers & updates
• Message length: 40-125 characters optimal
• Timing: 6-8pm local, avoid early morning
• Frequency: Max 1 per day
• Target KPIs: 15%+ open, 8%+ CTR

SMS

• Primary use: Urgent communications
• Content: Order confirmations, VIP exclusives
• Timing: Business hours only
• Frequency: Max 4 per month
• Compliance: Opt-in required

WhatsApp

• Primary use: Conversational commerce
• Content: Rich media support, customer service
• Approach: Response-driven, conversational
• Compliance: Opt-in required, template approval

Content Cards

• Primary use: In-app persistent messages
• Advantage: No push interruption
• Content: Rich media, personalized offers
• Placement: Home feed, menu highlights

In-App Messages

• Primary use: Context-aware messaging
• Triggers: App open, screen view, behavior
• Design: Native app integration
• Frequency: Contextual, not time-based

Email Performance

• Excellent: 30%+ open, 5%+ click, 8%+ conversion
• Good: 20-29% open, 3-4.9% click, 5-7.9% conversion
• Needs Improvement: <20% open, <3% click, <5% conversion

Push Performance

• Excellent: 20%+ open, 10%+ CTR
• Good: 15-19% open, 8-9.9% CTR
• Needs Improvement: <15% open, <8% CTR

SMS Performance

• Excellent: 98%+ delivery, 25%+ CTR
• Good: 95-97% delivery, 20-24% CTR
• Needs Improvement: <95% delivery, <20% CTR

New Customer (0-30 days)

• Target: 60% second purchase rate
• Engagement: 40%+ email open rate
• App behavior: 3+ sessions per week
• Value: $25+ average order value

Active Customer (31-90 days)

• Target: 2+ orders per month
• Engagement: 30%+ email open rate
• Growth: 15% AOV increase vs. first order
• Retention: 80% still active at day 90

At Risk (91-180 days)

• Target: 30% reactivation rate
• Win-back: Special offers, surveys
• Channels: Multi-channel approach
• Measurement: Time to re-purchase

Lapsed (180+ days)

• Target: 15% winback rate
• Strategy: High-value incentives
• Frequency: Reduce to monthly
• Clean-up: Unsubscribe inactive users

Campaign Naming

Format: [MARKET]_[TYPE]_[USECASE]_[DATE]

• GE_TRG_Welcome_20241201 - Georgia Welcome Trigger
• AM_CAM_Birthday_20241215 - Armenia Birthday Campaign
• RO_TRG_AbandonedCart_20241220 - Romania Abandoned Cart

Types: TRG (Trigger), CAM (Campaign), TEST (A/B Test)

Segment Naming

Format: [MARKET]_[SEGMENT]_[CRITERIA]

• GE_RFM_HighValue - Georgia High Value Customers
• AM_LYL_Gold - Armenia Gold Loyalty Members
• RO_BEH_Lapsing - Romania Lapsing Customers

Segments: RFM (Recency/Frequency/Monetary), LYL (Loyalty), BEH (Behavioral)

Custom Attributes

Format: kfc_[attribute_name]

• kfc_loyalty_tier - Customer loyalty tier
• kfc_favorite_store_id - Preferred store location
• kfc_rfm_segment - RFM classification
• kfc_channel_preference - Preferred communication channel

Custom Events

Format: snake_case with kfc_ prefix for business events

• order_confirmed - Order confirmation event
• loyalty_points_earned - Points earned event
• cart_abandoned - Cart abandonment event
• kfc_store_visited - Store visit event

Phase 1A: Platform Setup (Week 1-2)

• CRM platform workspace configured with market-specific settings
• SDK integrated across all app platforms (iOS/Android/Web)
• Basic user identification and session tracking active
• Email domain authentication (SPF, DKIM, DMARC) configured
• Push notification certificates uploaded (APNs/FCM)
• Data export/Currents configured for analytics warehouse

Phase 1B: Core Data & Events (Week 3-4)

• Core custom attributes implemented using naming standards
• Purchase events flowing with all required properties
• Order lifecycle events (confirmed, preparing, delivered) active
• User profile completion tracking implemented
• Basic segmentation (new vs returning) configured
• Data validation and QA testing completed

Phase 1C: First Campaigns (Week 5-6)

• Welcome email series (3-touch) with local branding
• Order confirmation emails with delivery tracking
• First order thank you campaign
• Push notification welcome flow
• Birthday campaign (if DOB available)
• Basic frequency capping and quiet hours configured

Phase 1D: Testing & Launch (Week 7-8)

• End-to-end testing across all user journeys
• Deliverability testing and inbox placement validation
• Push notification testing on multiple devices
• Data flow validation and analytics dashboard setup
• Legal compliance and consent management verified
• Soft launch with limited user base (10-20%)

European Markets (Romania)

• GDPR Compliance: Double opt-in required for email
• Cookie Consent: Implement cookie banner for web tracking
• Data Retention: 24-month maximum for inactive users
• Right to be Forgotten: Automated deletion workflow
• Language: Romanian localization required

Middle East Markets (UAE, Saudi, Kuwait, Qatar)

• SMS Compliance: Telecom authority registration required
• Ramadan Considerations: Adjusted send times and messaging
• Cultural Sensitivity: Content review for cultural appropriateness
• Language: Arabic localization with RTL support
• Prayer Times: Avoid sending during prayer times

Caucasus Markets (Georgia, Armenia)

• Currency: Local currency support (GEL, AMD)
• Payment Methods: Local payment provider integration
• Language: Georgian/Armenian localization
• Delivery Partners: Local delivery service integration
• Timezone: Local timezone configuration

India Market (MoEngage Platform)

• Platform Migration: Data migration from Braze to MoEngage
• DND Compliance: Do Not Disturb registry compliance
• Multiple Languages: Hindi, English, regional languages
• Data Localization: Data residency requirements
• Festivals: Festival-specific campaign calendar

Welcome Series Playbook

• Email 1 (Immediate): Welcome + app download incentive
• Email 2 (Day 3): First order discount (20% off)
• Email 3 (Day 7): Menu highlights + store locator
• Email 4 (Day 14): Loyalty program invitation
• Email 5 (Day 30): Win-back with exclusive offer

Frequency & Timing Guidelines

• Email: Max 2-3 per week, avoid 11pm-6am
• Push: Max 1 per day, optimal 6-8pm local
• SMS: Max 4 per month, business hours only
• WhatsApp: Conversational, response-driven

Email Tactics

• Subject Lines: 30-50 chars, avoid ALL CAPS
• Send Times: 6-8pm local time, Tue-Thu optimal
• Personalization: Name, location, past orders
• Target KPIs: 25%+ open, 3%+ click, 5%+ conversion

Push Notification Best Practices

• Message Length: 40-125 characters optimal
• Timing: 6-8pm local, avoid early morning
• Personalization: Location-based offers
• Target KPIs: 15%+ open, 8%+ CTR

30-Day Quick Wins

• Launch welcome email
• Set up abandoned cart
• Create birthday campaign
• Implement basic segmentation

60-Day Milestones

• RFM segmentation live
• Multi-channel campaigns
• A/B testing framework
• Performance dashboard

90-Day Goals

• Personalization at scale
• Predictive models pilot
• Loyalty integration
• 5% revenue from CRM