Customer-first is a claim.
We build the capability.
We are experienced customer chiefs, marketers and analysts, turning fragmented data and stalled CRM & loyalty programmes into a strategy your team can actually run.
Five signs you're not as customer-first as you think ↓
Five signs you're not customer-first
Insights
You don't understand your customers enough to know whom to prioritise
CRM
You send a lot of emails and messages without knowing their value & impact
Loyalty
You give points and discounts without truly fostering brand preference
CX
Your experiences are not designed to encourage desirable behaviours
People
Your team isn't structured or supported for customer growth
From start-ups to global brands,
across industries and markets
Brands we've worked with as Customerist, and brands we led teams at before it.
What our clients say
Customerist gave us the reset we needed. They helped us reimagine loyalty, reposition our CRM team, and put the right people in place to bring the vision to life.
Their approach was both strategic and practical, giving us clarity on what truly matters while ensuring we could execute with confidence. Today, we’re clearer, bolder, and better equipped to build the kind of customer love that sets Love, Bonito apart.
Dione Song
Love, Bonito
Customerist helped us make sense of years of research and turn it into something immediately actionable.
Instead of launching yet another survey, they showed us how to synthesise what we already knew into a sharp, clear strategy. The frameworks they built, from audience segmentation to market prioritisation, gave us the confidence to move fast and the clarity to align our teams and partners.
Lauren Hendry Parsons
Mozilla Foundation
We are in such a brilliant place now to really explode the loyalty experience for our community. The team have benefited greatly from your experience.
We have very much enjoyed having you around!
Managing Director
They gained the trust of some of our critical functional leaders.
We're seeing positive outcomes and our ability to work as a team in these areas is improving.
Board Member
Our Services
From diagnosis to execution, we help teams build the capabilities behind customer growth.
Insights & Analytics
Turn customer data into decisions your teams can actually use.
- Customer segmentation & profiling
- Customer research & personas
- Customer analytics & deep-dives
- Customer-centric KPIs & metrics
- Customer lifetime value
- Voice of Customer (VoC)
CRM & Engagement
Build CRM around customer behaviour, not just campaigns and calendars.
- CRM strategy & roadmaps
- Customer engagement
- Personalisation
- CRM operating models
- Martech & CRM requirements
- Lifecycle & journey strategy
Loyalty & Retention
Create reasons for customers to stay, return and choose you again.
- Loyalty strategy
- Programme design & optimisation
- Member value proposition
- Retention strategy
- Member experiences
- Loyalty measurement & economics
Customer Experience
Design experiences around the moments that drive customer value.
- CX strategy & roadmaps
- Customer journey mapping
- Experience design
- Service design
- CX measurement & optimisation
- Voice of Customer programmes
People & Organisation
Give teams the structure, skills and ways of working to deliver customer growth.
- Customer organisation design
- Roles, governance & accountabilities
- Mentoring & coaching
- Customer capability building
- Team structure & ways of working
- Leadership alignment
Our Philosophy & Values
We don't believe customer insight belongs in a silo.
It should shape the decisions, experiences and priorities of the people running the business.
Customer-First
Start with what customers actually value — not what the organisation assumes they value.
Data-Driven
Use data to create clarity and make better decisions, not simply to produce more dashboards.
People-Focused
Build the teams, skills and ways of working that allow customer strategy to survive after the consultants leave.
We have more customer metrics than ever. That hasn't necessarily made us better at understanding customers. The problem isn't measurement, it's knowing which measures should actually change a decision.
Read more of our posts on LinkedIn↗Customerist is your East-meets-West partner.
Our founders are from the UK and the Philippines, met in Singapore, and have lived and worked across Europe, Asia, Australia and the US. Between us, we’ve spent decades building businesses and leading teams across borders.
We understand the obvious complexities — currencies, languages, time zones and regulation — and the harder ones: how culture shapes the way people work, buy and make decisions.
We’ve seen European businesses approach Asia with executives who barely know the market, or manage it from an HQ twelve hours away. We’ve seen Asian businesses enter Europe assuming what worked at home will translate unchanged.
It rarely does.
Successful expansion means knowing what to keep, what to adapt and what to rethink entirely.
Whether you’re a Western business looking East or an Asian business looking West, we bring decades of professional experience across both, backed by lives that genuinely straddle the two.
The Founders
Customerist is a customer strategy consultancy that helps brands with customer insights, CRM, loyalty, CX and the teams behind them.
Founded by two data analysts turned C-suite leaders with 20+ years at global brands.
With a degree in Mathematics and Philosophy, Chris built his career globally as an analyst and leader in industries including grocery, FMCG, airlines, gaming and hospitality, consumer finance, beauty and fashion. He led customer insights at Qantas Frequent Flyer and was Head of Customer and Vice President Marketing for Sephora across Asia Pacific.
With a degree in Statistics, TP began her career in data & customer analytics for global banks before pivoting into beauty and luxury. She grew her scope to include CRM, loyalty, and customer experience. She was Chief CX Officer at L’Oréal Luxe, leading omnichannel customer initiatives across Asia, the Middle East, and North Africa.