Unlock 5–10% Retention Uplift by Fixing Customer Retention Moments of Truth
Hi, I’m Tom. I work with senior leaders responsible for the retention number.
Retention is shaped by what you offer, who you attract, and how you handle moments of truth.
I use behavioural science and data to pinpoint where retention is breaking and prioritise the fixes that matter most.
You get a practical plan that your teams can execute and the ability to unlock a 5–10% retention uplift.
Prioritising Retention Opportunities for a Monthly Flex Gym Group
"Tom worked with The Gym Group to help identify and prioritise retention opportunities to build into our 2025 plans. He is clearly an expert in his field and if you are looking to improve your retention, he can help."
- Nick Shelmerdine, Strategy Director, The Gym Group
AI Customer Lifecycle Transformation
"Tom led an interim key phase of our evoke group (William Hill & 888 brands) customer life cycle transformation programme. He provided a strong framework for identification of detailed valuable behavioural use cases for all life cycle stages. Tom took accountability for change implementation - from commercial workshop engagement and targeted design though to live and post live measurement. This included specific new technical solution requirements where needed. He made a significant impact and added high value to our programme at a key time”"
- Mark Kemp, Chief Commercial Officer, Evoke
B2B SAS Retention Strategy
"Tom has worked with us to develop strong retention and churn prevention strategies for our AI SaaS startup, which helped us enhance our product. Highly recommend working with Tom!"
- Nikolai Skelbo, Chief Operating Officer, Subsets AI
Upskilling Retention Teams
"Tom helped upskill our retention department during a large period of transformation. His passion for retention and depth of industry knowledge had a big impact on the team and this immediately translated into business impact."
- Matt Ramsden, Head of Customer Growth, Kindred
Retention-Led Growth for Subscription Mobile App
"Tom's support has transformed my business from one that was regularly making a loss, to one that is self funded in just 5 months. In that time together, we have re-priced the product, built new product conversion journeys, developed an entirely new creative strategy and campaign, implemented a comprehensive CRM Marketing program to support conversion and retention, resolved multiple tech issues and implemented new Martech. All this has increased average subscriber tenure and resulted in a 7X increase in subscribers since December '23. "
- Aaron Surtees, Founder & CEO, Subconsciously Hypnotherapy Mobile App
How I work
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Diagnose your critical customer journeys (product, marketing, service, operations)
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Identify the moments of truth driving customer loss
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Prioritise the fixes with the biggest commercial impact
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Turn them into a cross-functional plan your teams can deliver
This approach is structured, practical, and built on proven systems, methods and techniques, informed by behavioural science and 100+ cross-industry case studies, all designed to deliver real retention uplift without guesswork.
Tom Burrell
Linkedin Profile > Retention Consultant
I’ve spent 26 years helping 35+ global brands (some logos below) understand why customers leave and what to do about it. Retention isn’t a channel problem; it’s a hierarchy-of-needs problem. Who you attract, what you offer, and how you handle moments of truth determine whether customers stay or go.
My work combines diagnosis with proven systems, methods and techniques to optimise customer retention moments of truth. I identify the real drivers of customer loss, map the moments that drive behaviour, and prioritise the fixes that matter most. You get a practical, cross-functional plan leaders can stand behind and a roadmap designed to deliver a 5-10% uplift by improving retention 1-2% at each key moment, informed by patterns from hundreds of cross-industry case studies.
Book a Free Strategy Call
Get the Retention Board Pack System
The one slide that aligns leadership on retention priorities in under 15 minutes
A board-ready diagnostic that shows where retention is really won or lost across the customer lifecycle
- See your biggest retention leaks in one visual
- Prioritise moments by behavioural impact, not opinion
- Walk into leadership meetings with one slide, not 100
Proven Systems, Methods & Techniques to Optimise Customer Retention Moments of Truth
Ways we can work together
Retention Strategy
Moments of Truth
Understand what they are for your brand and develop appropriate retention strategies.
Onboarding
The most effective anti-churn program you will ever build.
Behavioural Science
Nudge customers to do what you want: stay and spend more.
CRM Marketing
Leverage CRM to become embedded in your customers lives.
Data Strategy:
Customer Retention Data Strategy
Leverage customer data to drive desired retention & ARPU growth outcomes.
Experimentation Fast Track
You don't want an experiment, you want a result. Get 80% of outcome with 20% effort.
Personalisation
Ensure efforts are focussed on 'Moments of Truth' for biggest impact.
AI
Leverage generative and predictive AI to maximise retention outcomes.
Customer Value Management:
Customer Lifetime Value
80% of brands measure incorrectly. I help you to measure CLV correctly.
ARPU Growth
Maximise upsell and cross sell across all your customer touch-points.
Pricing
Optimise pricing for CLV, saves, offers, cross-sell & up-sell.
Customer Led Growth
Leverage existing customers to drive growth through referrals and acquire for value.
Retention Organisation:
Retention Business Design
Structure your teams to drive retention led growth.
Customer Love
Strategies to enable you to be extremely attentive to your most valuable customers.
Retention Driven Customer Service
Empower Customer Service to know when to activate retention protocols and for who.
MarTech & CXTech
Solution evaluation support to maximise commerical retention outcomes.
Testimonials
"Tom has had a huge positive impact on the business transforming the retention team to become data driven, commercially minded business leaders and pushing all around him to be better."
- Nick Nordarishvilli, Head of CRM, DAZN Japan
"I look up to Tom as a leader of digital business, taking all clients to the next level and transforming them in ways they never thought of."
- Humza Ijaz, Managing Director, Accenture Song
"I had the pleasure of working with Tom for over two years and he enriched my understanding and application of data science and analytics."
- Ross Mckenna, Head of CRM, Klarna
"Tom is formidable, innovative, inspirational, smart and extremely hard working."
- Phil Richardson, Salesforce Technical Architect
"Brainstorming is always a joy with Tom - you will be sure to find intelligent, unique solutions to business challenges, and learn something new along the way."
- Firas Wahida, Client Partner, TikTok
"Tom is the best CRM planner I have ever worked with and a great partner on all strategy projects."
- Charlotte Mulley, Head of Strategy, Mullen Lowe
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Subscription & Retention Coaching Limited (UK company number: 15350693) trading as Retention Coach.