Pronaca brand mark, shown in the portfolio's two-tone palette. Source: company brand assets. Trademark belongs to its owner.
A consumer calls with a complaint on Monday. On Wednesday the promotion for that same product reaches everyone in her neighbourhood — except her. That is what one consumer record makes possible. It is the CRM I built at Pronaca: 250,000 consumers, every channel the company has, one record.
Pronaca brand mark, shown in the portfolio's two-tone palette. Source: company brand assets. Trademark belongs to its owner.
Not a list — a permissioned asset the company owns, grows with its own programmes, and works with a calendar. Every channel a consumer uses writes to the same record, and every campaign is measured against it.
Permissioned, segmented, and grown by the company's own programmes — the recipe competition, registrations, service contacts.
Owned reach. No media invoice. The same base, worked through a season.
A seasonal e-ticket platform run off the base: 64% of tickets sold, every booking a measurable record.
Untidy data is not the problem. The problem is a company that emails a promotion to somebody with an open complaint about the product being promoted — on schedule, with an offer attached. Because the contact centre and the consumer base sat under the same function, an outbound campaign could be suppressed for any household with an open claim. Service data outranks marketing data. That one rule is worth the whole system.
Toll-free line, WhatsApp, social, web forms, video comments, email, campaigns — attached to a case, not to a channel.
Type, product, channel, urgency, owner. Requests, complaints and claims as one workflow across the company.
Every interaction next to web behaviour, campaign data and registrations.
Full history per contact, behavioural segmentation, personalised campaigns, effectiveness measured against the same record.
Whether the conversation ended well is a different question from whether it ended quickly.
How long the consumer waited — twice.
Whether the case actually closed.
Whether the consumer agrees it closed.
Where the pressure is coming from.
Whether it is getting better, or only busier.
Every other insight has to be bought. A complaint arrives free, from somebody motivated enough to pick up a phone. A spike in complaints about a product reached the brand team in days, not quarters, and went into the quality improvement plan. The 35% came from that: lifecycle timing, and removing every moment where the company contradicted itself.
Client CRMs built and run on GHL: pipelines, workflows, forms into the base — the same logic as the corporate system, at consultancy scale.
Flows and automation on HubSpot for clients already on it. The discipline transfers; the tool is a detail.
Automated SMS sequences running today from GHL — timing and suppression rules included.
Phone, WhatsApp, social, web and campaigns writing to the same place.
Seasonal programmes, mailings and ticketing run from it — 1.75 million reached in one season, from a list you own.
Service data outranks marketing data: the campaign is held back for anyone with an open claim.