We structure and configure your CRM so customer data, segmentation, events, behaviours, attributes and lifecycle signals are accurate, actionable and ready to power email, automation, paid media and analytics.
We structure and configure your CRM so customer data, segmentation, events, behaviours, attributes and lifecycle signals are accurate, actionable and ready to power email, automation, paid media and analytics.
Data sources
Klaviyo / HubSpot
Zoho · Mailchimp
Outputs
Data sources · CRM data layer · Segmentation · Retention intelligence
Most CRMs become unusable because data is inconsistent, segments do not update, events are incomplete, integrations break silently and revenue attribution is inflated. The result: you cannot personalise, automate effectively, understand behaviour or retarget properly.
CRM is not a set of lists. It is the core data layer for retention, lifecycle and intelligence. Qwrki builds CRM as infrastructure. Structured, integrated and maintained so it powers everything else in the operating system.
Duplicate lists, broken events, stale segments and integrations that quietly fail. No lifecycle logic. Inflated revenue numbers. A database your team avoids because nothing in it can be trusted.
Clean customer data, accurate events, structured segmentation and stable integrations. A reliable data layer that powers flows, paid audiences, analytics and lifecycle intelligence.
A properly built CRM requires
Customer profile architecture with standardised fields and attributes. Behavioural event mapping. Purchase and order data structure. Subscription and replenishment data where relevant. LTV and RFM modelling fields. Engagement and activity scoring.
Website integration, Shopify (orders, products, refunds, events), marketplace integration where viable, paid media integrations (Meta, Google, TikTok), form and lead capture integrations, webhooks and custom event flows, multi-direction data sync rules.
Behavioural segmentation, predictive segments where supported. LTV and RFM segments. Lifecycle segments: new → active → lapsed. Product and category-based segments. Engagement groups (high, medium, low). Suppression and sunset rules.
Preference centre build, GDPR settings and compliance configuration. Consent tracking. Double opt-in settings where required. Management of unsubscribes and suppressions. Keeping deliverability and consent legally sound.
Full account setup and configuration for Klaviyo, HubSpot, Zoho, Mailchimp and custom CRMs. Account settings, segmentation rules, event mappings, templates, reporting, deliverability settings and integration monitoring.
Cohort analysis, retention dashboards and source-of-truth reporting. Revenue segmentation, predictive insights and data exports for BI tools. Structured so CRM data feeds decision-making, not just email platforms.
Phase 01
We review customer data, attributes, segmentation logic, event flows, consent and compliance, platform configuration and tracking accuracy. We remove duplicate data, fix errors and stabilise the CRM before any rebuild begins.
Phase 02
We define the core schema, key customer attributes, lifecycle stages, event definitions, segmentation rules and data quality checks. The architecture that every downstream system depends on.
Phase 03
We connect the website, Shopify or eCommerce system, sync order and product data, integrate paid media pixels, add API and webhook flows, then test events and segmentation before going live.
Phase 04
We configure templates, reporting, consent, lists, deliverability and segmentation groups. Every platform setting validated so the CRM operates correctly from the moment it goes live.
Phase 05
CRM is now prepared to power flows, campaigns, predictive segmentation, retargeting and multi-channel journeys. The foundation is stable and every other retention module can be built on top of it.
CRM is the heartbeat of retention. Every module that relies on customer data, segmentation or lifecycle logic depends on it being correct.
CRM Setup
Retention & CRM
Email & Lifecycle
Flows use CRM data to trigger, branch and personalise. Without a clean CRM, automation logic misfires and personalisation fails.
Journeys
Customer journey logic is activated from CRM lifecycle stages. New, active, at-risk and lapsed customers each require different paths.
Paid Strategy
Custom audiences and exclusion lists built from CRM segments reduce wasted spend and improve targeting precision across all paid channels.
Paid Social
High-LTV customer segments feed Meta and TikTok lookalike and retargeting audiences. CRM quality directly affects paid social performance.
Analytics
Retention reporting, cohort analysis and LTV modelling all require clean CRM data as their source of truth.
Tracking
CRM events must align with tracking events. Ensuring revenue attribution is accurate and not double-counted across channels.
eCommerce
Product, order and category data flows from eCommerce into CRM. Feeding replenishment logic, RFM scoring and purchase-based segmentation.
Clean, consistent customer data your team can trust and act on
Correct lifecycle stages and segments that update automatically from real behaviour
Accurate and stable events. Triggers that fire correctly every time.
A strong foundation for flows and automation that doesn't require constant fixing
Integrations that don't break silently. Monitored and maintained as infrastructure.
Predictive and behavioural segmentation ready to power email, paid and analytics
Clear retention and LTV insights from properly structured cohort reporting
A CRM your team can actually use. Not one they work around.
Auditing and rebuilding a CRM that has grown organically into a mess. Fixing data quality, removing duplicates, redefining events and rebuilding segmentation from the ground up.
Diagnosing and fixing broken event definitions, incorrect attributes and misfiring triggers that are causing flows to malfunction or segment logic to produce wrong results.
Configuring a new CRM platform correctly from day one. Account structure, integrations, events, segments, templates and deliverability all set up before the first email sends.
Building a segmentation architecture that maps to the full customer lifecycle (new, active, at-risk, lapsed) so every flow and campaign targets the right person at the right time.
Connecting Shopify orders, products and customer data (and Amazon where relevant) so CRM reflects real purchase behaviour and feeds replenishment and RFM logic accurately.
Resolving deliverability problems caused by dirty lists, broken suppression logic or consent compliance gaps. Protecting sender reputation as a long-term commercial asset.
Get a CRM audit and data architecture proposal for your business.
Talk to a humanPerformance evidence
Source requiredLCP, INP and CLS are published only from current field evidence. No field source is connected for this page.
Data sources
Klaviyo / HubSpot
Zoho · Mailchimp
Outputs
Data sources · CRM data layer · Segmentation · Retention intelligence
Most CRMs become unusable because data is inconsistent, segments do not update, events are incomplete, integrations break silently and revenue attribution is inflated. The result: you cannot personalise, automate effectively, understand behaviour or retarget properly.
CRM is not a set of lists. It is the core data layer for retention, lifecycle and intelligence. Qwrki builds CRM as infrastructure. Structured, integrated and maintained so it powers everything else in the operating system.
Duplicate lists, broken events, stale segments and integrations that quietly fail. No lifecycle logic. Inflated revenue numbers. A database your team avoids because nothing in it can be trusted.
Clean customer data, accurate events, structured segmentation and stable integrations. A reliable data layer that powers flows, paid audiences, analytics and lifecycle intelligence.
A properly built CRM requires
Customer profile architecture with standardised fields and attributes. Behavioural event mapping. Purchase and order data structure. Subscription and replenishment data where relevant. LTV and RFM modelling fields. Engagement and activity scoring.
Website integration, Shopify (orders, products, refunds, events), marketplace integration where viable, paid media integrations (Meta, Google, TikTok), form and lead capture integrations, webhooks and custom event flows, multi-direction data sync rules.
Behavioural segmentation, predictive segments where supported. LTV and RFM segments. Lifecycle segments: new → active → lapsed. Product and category-based segments. Engagement groups (high, medium, low). Suppression and sunset rules.
Preference centre build, GDPR settings and compliance configuration. Consent tracking. Double opt-in settings where required. Management of unsubscribes and suppressions. Keeping deliverability and consent legally sound.
Full account setup and configuration for Klaviyo, HubSpot, Zoho, Mailchimp and custom CRMs. Account settings, segmentation rules, event mappings, templates, reporting, deliverability settings and integration monitoring.
Cohort analysis, retention dashboards and source-of-truth reporting. Revenue segmentation, predictive insights and data exports for BI tools. Structured so CRM data feeds decision-making, not just email platforms.
Phase 01
We review customer data, attributes, segmentation logic, event flows, consent and compliance, platform configuration and tracking accuracy. We remove duplicate data, fix errors and stabilise the CRM before any rebuild begins.
Phase 02
We define the core schema, key customer attributes, lifecycle stages, event definitions, segmentation rules and data quality checks. The architecture that every downstream system depends on.
Phase 03
We connect the website, Shopify or eCommerce system, sync order and product data, integrate paid media pixels, add API and webhook flows, then test events and segmentation before going live.
Phase 04
We configure templates, reporting, consent, lists, deliverability and segmentation groups. Every platform setting validated so the CRM operates correctly from the moment it goes live.
Phase 05
CRM is now prepared to power flows, campaigns, predictive segmentation, retargeting and multi-channel journeys. The foundation is stable and every other retention module can be built on top of it.
CRM is the heartbeat of retention. Every module that relies on customer data, segmentation or lifecycle logic depends on it being correct.
CRM Setup
Retention & CRM
Email & Lifecycle
Flows use CRM data to trigger, branch and personalise. Without a clean CRM, automation logic misfires and personalisation fails.
Journeys
Customer journey logic is activated from CRM lifecycle stages. New, active, at-risk and lapsed customers each require different paths.
Paid Strategy
Custom audiences and exclusion lists built from CRM segments reduce wasted spend and improve targeting precision across all paid channels.
Paid Social
High-LTV customer segments feed Meta and TikTok lookalike and retargeting audiences. CRM quality directly affects paid social performance.
Analytics
Retention reporting, cohort analysis and LTV modelling all require clean CRM data as their source of truth.
Tracking
CRM events must align with tracking events. Ensuring revenue attribution is accurate and not double-counted across channels.
eCommerce
Product, order and category data flows from eCommerce into CRM. Feeding replenishment logic, RFM scoring and purchase-based segmentation.
Clean, consistent customer data your team can trust and act on
Correct lifecycle stages and segments that update automatically from real behaviour
Accurate and stable events. Triggers that fire correctly every time.
A strong foundation for flows and automation that doesn't require constant fixing
Integrations that don't break silently. Monitored and maintained as infrastructure.
Predictive and behavioural segmentation ready to power email, paid and analytics
Clear retention and LTV insights from properly structured cohort reporting
A CRM your team can actually use. Not one they work around.
Auditing and rebuilding a CRM that has grown organically into a mess. Fixing data quality, removing duplicates, redefining events and rebuilding segmentation from the ground up.
Diagnosing and fixing broken event definitions, incorrect attributes and misfiring triggers that are causing flows to malfunction or segment logic to produce wrong results.
Configuring a new CRM platform correctly from day one. Account structure, integrations, events, segments, templates and deliverability all set up before the first email sends.
Building a segmentation architecture that maps to the full customer lifecycle (new, active, at-risk, lapsed) so every flow and campaign targets the right person at the right time.
Connecting Shopify orders, products and customer data (and Amazon where relevant) so CRM reflects real purchase behaviour and feeds replenishment and RFM logic accurately.
Resolving deliverability problems caused by dirty lists, broken suppression logic or consent compliance gaps. Protecting sender reputation as a long-term commercial asset.
Get a CRM audit and data architecture proposal for your business.
Talk to a humanPerformance evidence
Source requiredLCP, INP and CLS are published only from current field evidence. No field source is connected for this page.
