Retention as a management system
Published by WE2 DIGITAL AGENCY on Medium as part of the CRM Talks series. Author: Anna Ambrozevich.
Key takeaway
Retention is the shared outcome; channels, data and loyalty are the means.
In this 2023 WE2 interview, Mikhail defines CRM as a retention discipline connecting customer strategy, data, predictive models and loyalty. The business advantage comes from understanding customers, communicating effectively and learning faster through experiments.
He puts retention rate above channel activity, then selects one or two supporting metrics for the next period. Contactable customer base, engagement and order conversion are levers; they do not replace the customer outcome.
Role and contribution
Mikhail speaks as a CRM and loyalty strategist and customer strategy advisor.
Decisions and operating model
- Manage CRM and loyalty through a shared retention strategy.
- Choose supporting metrics that match the current business bottleneck.
- Connect customer segments to timely responses across owned and paid channels.
Result in context
An expert interview establishes a management approach. It does not measure a project result or establish ownership of paid-media execution.
Explore the source
Where this applies
A useful starting point when CRM, loyalty and acquisition teams optimize different outcomes.
More public materials
Related interviews, talks, and case studies on the same business topics.
Contact
Open to CRM audit, retention and churn work, loyalty economics, lifecycle redesign, CDP and segmentation projects, and fractional CRM leadership.