Customerist

Global boutique consulting for customer strategy

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The Customer Conundrum

Everyone claims to be customer-first.
Few truly are.

In company after company, we see the same three patterns holding customer value back:- Data is fragmented and underused.
Teams collect plenty but can’t activate insights across silos.- Technology is misaligned with customer experience.
CRM is reduced to email blasts. Loyalty is stuck in transactions.- There’s no true customer ownership.
No champions, no accountability, no cross-functional culture of customer-first thinking.The result?
Millions invested. Minimal lift in customer growth in depth or breadth.At Customerist, we act as your in-house customer strategy team - turning "customer-first" from a claim into real capability.

Our Signature Offering

Customerist Pizza

The Customerist Pizza is our diagnostic engine for customer-first growth.It breaks down the full customer ecosystem into five pillars – Insights & Analytics, CRM, Loyalty, CX, and People & Culture – so we can pinpoint exactly where to focus for the greatest value lift.

Customerist Health Check

Our flagship entry point is the Customerist Health Check, a structured diagnostic that uses the Pizza framework to assess your current state across all five pillars.It highlights:
- Where you're strong
- Where you're exposed
- And what it's costing youFrom there, we quantify missed opportunities and deliver a prioritized roadmap toward measurable customer ROI.

• Use Cases

Customer

Audit your customer strategy, jumpstart your CRM & loyalty, and unlock the real voice of your customers.

Data

Get your data in shape, hone in on the right metrics, and accelerate decision-making with focused analytics sprints.

People

Empower analysts to lead, unify leadership around customer-centric vision, and design your organization for lasting impact.

Voices of Our Customers

"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, CEO, 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, Director of Communications, Mozilla Foundation

• Client Success Stories

Past Clients & Employers

The Customerist Philosophy

We’re analysts who grew into C-suite leaders - and we’ve spent our careers making sure the customer voice is heard where it matters most.Our work is grounded in three core beliefs:

We reject the idea that customer insight belongs in a silo or a static dashboard. It belongs in the room, in the work, and in the minds of the people shaping the future.We believe leaders should think like analysts. And analysts should learn to lead. That’s the shift we lived - and the one we now help others make.

Co-Founder

Chris Walls

With a degree in Mathematics and Philosophy, Chris started his career as an analyst in consumer finance (credit risk modelling, CRM strategy, BI) before making the shift to retail and ecommerce. He’s worked on loyalty programs globally across industries including supermarket, FMCG, airlines, gaming and hospitality, beauty and fashion; at startups, MNCs and in-between.He led customer insights for Qantas and was Head of Customer and Vice President Marketing for Sephora across Asia Pacific. Since 2021 he’s operated a boutique consultancy based in Leeds, UK with clients around the world.Chris is always on the lookout for great sci-fi recommendations. He has a three-legged cat and over 30 guitars.

Co-Founder

TP Pura

With a degree in Statistics, TP began her career in consumer finance, working with data & customer analytics for global banks like HSBC, Standard Chartered, DBS, and UOB. She later pivoted into beauty and luxury, where she grew her scope to include CRM, loyalty, and customer experience, shaping end-to-end customer strategy across brands and regions.She was Director of Customer Excellence at Sephora APAC and Chief CX Officer at L’Oréal Luxe SAPMENA, where she led customer experience and retail excellence initiatives across markets in Asia, the Middle East, and North Africa.TP is based in Spain and speaks 3.14 languages. She has a two-toned dog and over 30 lipsticks.

CRM & Loyalty Transformation

Client: Love, BonitoChallenge: Elevate CRM and loyalty strong foundations into revenue driver.Solution: Diagnose, restructure, and reframe CRM and loyalty as strategic engines for long-term growthOutcome: A complete reset of CRM and loyalty: sharper focus, stronger team, and a growth-ready strategy.

"Customerist gave us clarity, confidence, and the right talent to elevate CRM and loyalty into growth drivers."
- Suzanne Sarah, Global Marketing Sr Director, Love, Bonito"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, CEO, Love, Bonito

The Challenge

Love, Bonito wasn’t broken, it was ready to scale.With bold ambition and strong community roots, the brand saw an opportunity:How do we sharpen, scale, and future-proof CRM and loyalty to match our vision?

The SOLUTION

Customerist partnered with Love, Bonito on two key tracks:1. Customer Health Check
- 360° diagnostic across People, Analytics, CRM, Loyalty, and CX
- Deep-dive interviews, program audits, data/tech assessments
- Mapped growth opportunities and benchmarked against industry best-in-class2. CRM Team Reboot
- Designed a new Customer Growth & Loyalty team (CRM, Loyalty, Analytics, Customer Care)
- Defined North Star KPIs to align teams around growth
- Supported hiring of next-level talent
- Reframed CRM’s role: from campaign support to strategic growth engine

The OUTCOME

✔ Sharper Focus: Clear KPIs tied directly to growth✔ Stronger Teams: New structure, new talent, new mindset✔ Loyalty Reimagined: Shifted from discounts to exclusivity, experience, and community✔ Frontline Empowerment: Store and care teams now act as loyalty ambassadors✔ Actionable Roadmap: From quick wins (email governance) to long-term moves (predictive analytics, loyalty monetisation)

Sharpening Customer Strategy

Client: Mozilla FoundationChallenge: Grow and diversify MozFest’s customers without losing mission alignment.Solution: Turn years of data into a sharp, actionable growth plan.Outcome: A decision-ready customer strategy in just six weeks.

"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.Thanks to Customerist, we’re entering MozFest 2025 with an approach that feels both ambitious and achievable, and a stronger story to tell our community and sponsors."- Lauren Hendry Parsons, Director of Communications, Mozilla Foundation

The Challenge

MozFest is Mozilla’s flagship event; a global convening of technologists, activists, educators, and creators shaping a healthier internet. With MozFest returning to Barcelona in 2025, the ambition was bold: grow and attract more diverse but still mission-aligned audiences.The challenge was not a lack of research (past surveys and studies abounded) but rather the absence of a clear, actionable audience strategy. The question was: how do we synthesise existing insights into a plan that drives growth, diversity, and partnerships in time for the festival?

The SOLUTION

Customerist partnered with the Mozilla Foundation on three core initiatives:1) Audience Segmentation Reframed
Translated broad survey data into three actionable MetaSegments blending attitudinal and behavioural insights.2) Growth Market Prioritisation
Built a data-driven model to rank 80+ cities based on tech maturity, education clusters, cost efficiency, and travel accessibility. Created a clear roadmap for where to invest ad spend, where to use CRM, and where to rely on PR/partnerships.3) Partnership Ecosystem Map
Curated a landscape of 100+ potential partners from NGOs to conferences to ethical brands. Recommended tactical opportunities in Barcelona to embed MozFest locally and globally.

The OUTCOME

✔ Sharper Focus: Delivered a decision-ready audience strategy in under six weeks.✔ Clarity for Growth: Defined who to target, where to find them, and how to reach them.✔ Partnership Power: Positioned MozFest to attract mission-aligned sponsors and collaborators.✔ Movement Momentum: Reframed MozFest as not just an event, but a platform for growing a diverse, engaged community.

Case Study:
Global BEAUTY Retailer

Designing a Modern Loyalty Program

Problem Statement

A global beauty retailer, newly established in the UK via acquisition, needed to overhaul a legacy loyalty program that fell short of global standards. With aggressive retail expansion underway, the UK team faced pressure to design and launch a more competitive program quickly. This required navigating complex stakeholder dynamics across local, regional, and global teams, while ensuring a seamless customer experience and migration path.

SOLUTION

Over a 9-month engagement, we worked closely with the UK MD and CMO to shape and guide the development of a next-generation loyalty program. We supported the full design process, covering program mechanics, financial modelling, KPIs, branding, and reward strategy, with a focus on aligning the experience across both digital and physical channels. We provided input on the launch and migration approach, advised on IT rollout and staff training, and coached key team members to help build long-term capability. Throughout the project, we ensured strategic alignment between global and local stakeholders to maintain momentum and drive adoption.

Case Study:
Global Sports Manufacturer

Powering D2C Growth Through Customer, Data & People

Problem Statement

A £125M global sports brand with a 50-year manufacturing heritage saw D2C sales rise during COVID but lacked the customer strategy, data capability, and digital leadership to scale it. The CEO and board sought expert support to build a sustainable, customer-led growth model and transform the business for a digital-first future.

SOLUTION

We led an 11-month engagement, starting with a 6-week discovery to assess customer, data, and organisational gaps, followed by hands-on implementation. We implemented new team structures, hired key talent, embedded performance KPIs, onboarded strategic CRM partners, and mentored senior leaders - equipping the business to lead and scale its D2C transformation from within.

Case Study:
Global FASHION BRAND

Unlocking Ecommerce Potential Through Data & Insights

Problem Statement

A global streetwear brand saw strong global growth but suspected untapped potential in its European ecommerce performance. Despite a wealth of Shopify data, the team lacked a clear starting point for turning it into actionable insight. The ask: an unvarnished view of what's working, what's not, and where the biggest opportunities lie.

SOLUTION

We partnered with the Europe Finance and Commercial Directors over 5 months to conduct a full diagnostic of the region’s ecommerce performance. We developed a market-by-market framework to size upside and prioritise investment, identified gaps in traffic and conversion, and surfaced missed value across customer segments, categories, and baskets. We delivered a clear set of prioritised, testable recommendations (many with minimal cost) to improve conversion and spend. Finally, we created a practical guide to Shopify reporting so the team could continue generating insight independently.