Where do your customers give up or get stuck?
I’m a marketing consultant who uses data and customer insight to show you where customers drop off and where you can improve the experience, so more of them sign up, buy and stay.
“The results speak for themselves: we doubled our downstream metrics with no additional paid media spend.”
Project lead for Xero’s sign-up and onboarding redesign, bringing together 21+ teams across four countries and doubling the number of customers reaching the product and significantly increasing paid subscriptions.
Sophia McKay, GM B2B Growth & Retention, Xero
Sounds familiar
You're doing marketing but you can't figure out what's working and what's not
You know where you want to get to, but not what to prioritise first
Different teams own parts of the customer experience but no one sees the whole customer journey
Everyone’s telling you to use AI, but you’re not sure where it would actually help your customers, or where you still need a real person
If any of this sounds like you, I can help you see what’s really going on and where to focus first.
About me
Emily Allum
I’ve spent 14+ years in marketing across SaaS, utilities, telecoms, recruitment and agency. Most recently I spent 4.5 years at Xero, the cloud accounting software, leading customer journey strategy for new accountant and bookeeping customers. Now I help businesses to get a clear picture of their customer experience, and a practical plan they can act on.
How I add value
Work with me
If there’s a customer problem that needs a strategic view and a clear plan for what to do next, that’s where I come in. The aim is better conversion, more sales and customers who stay longer.Here are two ways to started. I’ll adapt to how your business is set up, whatever its size or team. Tailored support is also available.
Understand
Customer Journey Review
A focused look at one customer journey, like sign-up or purchase, to show you where customers get stuck and what to focus on first. The review includes:
Mapping the journey as your customers experiences it
Reviewing your data to find where people drop off or struggle. If there’s limited data, I’ll work from the experience itself and your customer communications
Validating what you think is happening against what the data and customer experience show
Getting clear on focus areas and the priority moments to improve
Covers: one journey at a high level. A more detailed roadmap can follow as a next step. Where customer research would help, I’ll raise this and work alongside you.
Best for: you want a clear view of what customers actually experience, especially if the journey hasn’t been mapped recently or no one internally owns it.
Communicate
Customer Comms & Engagement Plan
A clear plan of how to stay in touch with customers, so your communications work well and support a good experience. The plan includes:
Identifying the right touchpoints and channels for your customers
Defining the purpose and call to action for each message
Setting out how you'll measure whether it’s working
Giving a view on whether AI could help and where a human still matters
Optional extra: drafting comms for each touchpoint
Covers: one journey, with channels agreed up front
Best for: you want to improve how you communicate with customers and already have a clear view of your customer journey.
Feedback from Xero
“[Emily] is a diligent leader able to operate in the detail with cross-functional teams. What impressed me most was how she handled the complexity without letting it show. It all moved smoothly because Emily was thinking three steps ahead.”
Sophia McKay
GM B2B Growth & Retention, Xero
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