Hi! I’m Jen. I started Perennial CRM Consultancy because I kept seeing the same problem: businesses investing heavily in acquiring new customers while leaving revenue on the table from their current customer base.

After 15 years working in CRM and retention across entertainment, fintech, insurance and the third sector, I've seen what good retention looks like, and the impact it can have commercially. I've built multiple CRM teams and functions from scratch, so I understand what it takes to both develop it strategically and actually deliver it in practice. After all, strategy without execution is just a document.

My belief is simple: the best way to keep customers is by creating meaningful connections with them, guided by a robust, customer-centric approach. Too many businesses treat CRM as an email here and there. If it’s done properly, it becomes a channel that delivers genuine value for the customer and for the business, and most importantly, keeps people coming back.

Perennial exists to bring that level of thinking to growing SMEs - businesses that have the customers, the data, and often the tools, but don’t yet have the dedicated expertise to make it all work together properly.

I'm purposely platform-agnostic, with hands-on experience across HubSpot, Mailchimp, dotDigital, Acoustic Campaign and Iterable. Whatever you're working with, the focus is always the same: retention strategy and lifecycle performance first, platform second.

If your CRM could be doing more for your business (and most can) I'd love to have a conversation.