Build CRM around LTV, learning and control groups

In this X5 talk, Mikhail starts with customer lifetime value: purchase frequency, order value, relationship duration and the reachable customer base. He then moves from data and channel choices to an integrated measurement system.

The operating detail is the differentiator: a global control group for CRM, controls for important journeys, a cap across transactional and marketing contacts, regular trigger experiments and retirement of unprofitable ideas. Previously successful journeys need to be reviewed as behavior changes.

Role and contribution

Mikhail explains the CRM operating approach from his X5/Perekrestok experience. Examples and proposed next steps are distinguished from completed results.

Decisions and operating model

• Start with LTV levers and the data required to act on them.
• Measure journeys locally and the CRM function globally.
• Control contact pressure and retire journeys that do not earn their place.

Result in context

The talk describes a method, not a new quantified uplift. Channel tests and trigger targets are proposals or working examples, not guaranteed results.

Explore the source

• 00:36 · LTV and customer base
• 06:18 · Integration and measurement
• 07:08 · Global and journey control groups
• 08:31 · Contact pressure and trigger review

Where this applies

For retention and lifecycle teams that need a sustainable experimentation and measurement rhythm.