MIKHAIL DADOV
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Mikhail Dadov

Customer Retention

Customer Retention: churn, repeat purchase, reactivation, and customer lifetime value. Senior CRM strategy and leadership.

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When I am the best fit

I connect churn, repeat purchase, reactivation, and customer lifetime value with customer economics, clear decision rights, and cross-functional leadership.

  • Companies with strong acquisition but weak repeat behavior
  • Teams where churn is visible but retention interventions still feel fragmented
  • Operators who need to connect CRM work to revenue and customer economics, not only message output
What clients get
  • Sharper understanding of churn segments, lifecycle leaks, and retention economics
  • A prioritized intervention map across onboarding, activation, repeat purchase, and winback
  • A testing backlog tied to customer value and predictable revenue growth
Typical scope
  • Churn segmentation and behavioral patterns
  • Lifecycle redesign from onboarding to winback
  • Retention KPI logic, experiments, and revenue-linked prioritization
Experience and results

M.Video–Eldorado: a 20-person function and 40M customers

I led CRM, loyalty, partnerships, and analytics, unified two loyalty programs for 40M customers, and coordinated a 48-hour migration. CRM contribution to revenue rose from 5% to 10% and annual churn fell from 42% to 34%. Finance-approved budgets, control groups, and quarterly ROI reviews made commercial ownership explicit.

When to bring me in
  • Repeat purchase and engagement are falling even though campaigns still go out
  • The team has many retention ideas but weak prioritization logic
  • You need an actionable plan instead of another generic churn presentation
Contact

Customer Retention: churn, repeat purchase, reactivation, and customer lifetime value. Senior CRM strategy and leadership.

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Questions teams usually ask

I connect churn, repeat purchase, reactivation, and customer lifetime value with customer economics, clear decision rights, and cross-functional leadership.

Questions teams usually ask

FAQ

Is this only about messaging?

No. Messaging is just one lever. The work usually touches segments, journeys, KPIs, experiments, offer logic, and the operating model behind repeat behavior.

Can you work on churn without a CDP migration?

Yes. Many retention fixes happen on top of the existing stack once the real leaks and priorities become visible.

How do we start?

Start with a 1-hour consultation to review the goals, constraints, and data available. We then scope an audit, roadmap, or leadership engagement separately.