Project Overview

This was to develop the Customer Strategy for the National Trust.

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Our Approach

A cross functional team was developed and managed to ensure participation across the business with a clear focus on serving the customer from cradle to grave with the use of the Customer Journey model to build lifetime value. A segmentation of the customer base was carried out with clear customer propositions for customers at each life stage. 

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The National Trust substantially increased its membership and retention rates following the roll out of the strategy. The alignment of the organisation around meeting customer needs led to a shift in the organisational culture. The work was written up as a formal case study for the Marketing Journal Market Leader in Spring 2005.

The National Trust is just one of the leisure businesses which has benefited from our innovative relationship and data led approach to marketing.

If you’d like to know how a focused customer strategy could benefit your business, then please call on +44 (0) 20 7274 6302 or let us know how we can help.

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