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Find where customer revenue leaks, and prove what fixes it.

CRM, loyalty and retention consulting for consumer brands. Based in Hong Kong, working with clients in Asia, Europe and the US.

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Acquisition starts growth. Retention compounds it.

With retention Acquisition alone The growth retention adds Time

16 years leading CRM, loyalty and customer experience at

  • Pegasus Airlines
  • Samsung Electronics
  • BKM Express
  • SabancıDx
  • Teknosa
  • AgeSA

Who I work with

DTC and subscription brands

Ecommerce brands on Shopify, WooCommerce or any other platform that need more repeat purchase, not more campaigns.

Retailers with loyalty programs

Programs that grew members but not margin, or new programs that need to pay for themselves. For retail and consumer goods teams

Growing teams without a CRM lead

Senior CRM leadership a few days a month, until a full-time hire makes sense.

If you sell to consumers and want them to come back, the same methods apply.

Ways to start

Start with one focused project, or bring me in every month.

  • Retention Diagnostic

    Where revenue is leaking, and the three fixes worth doing first.

    2–3 weeks

    What you getA clear picture of where you are losing customers and revenue, each leak sized in money, and a prioritised action plan your team can start on the next day.

    How it works

    1. Review your order, customer and CRM data.
    2. Analyse cohorts, repeat rate and churn to locate the leaks.
    3. Audit lifecycle flows and campaigns against that data.
    4. Present the sized opportunities and the three fixes to do first.
    Full details

  • Rapid Impact Plan

    Diagnose, fix and embed a working retention system.

    90 days

    What you getWorking lifecycle journeys that are live, a way to measure retention and CRM revenue, and a 12-month roadmap your team can run without me.

    How it works

    1. Days 1–30: diagnose revenue leakage and activate quick wins.
    2. Days 31–60: rebuild the key lifecycle journeys and set up measurement.
    3. Days 61–90: embed the operating rhythm and hand over a roadmap.
    Full details

  • Loyalty Program Health Check

    Economics, tiers and segment strategy for an existing or planned program.

    3–4 weeks

    What you getA program model that shows what loyalty really costs and returns, and a redesign plan with the numbers to take to your board.

    How it works

    1. Model program economics: earn, burn, liability and cost per active member.
    2. Segment members and track movement between tiers.
    3. Review benefits and mechanics against what members actually value.
    4. Recommend tier, reward and segment changes with a business case.
    Full details

  • Incrementality Audit

    Holdout testing that shows what your CRM actually adds.

    4–6 weeks

    What you getProof of what CRM truly adds to revenue, so you can defend the budget, scale what works and stop paying for what does not.

    How it works

    1. Review how CRM results are measured today.
    2. Design control groups for your main flows and campaigns.
    3. Run the tests and read the results.
    4. Report true incremental revenue: what to scale and what to stop.
    Full details

  • Fractional Head of CRM

    Your whole CRM strategy built, run and improved, end to end.

    Monthly

    What you getA complete CRM function without the full-time cost: strategy, execution and reporting owned by one senior person, with results you can see every month.

    How it works

    1. Understand your customers: data review, segmentation and value analysis.
    2. Set the CRM strategy, roadmap and KPIs with your leadership.
    3. Design and build the lifecycle flows that matter most, from welcome to win-back.
    4. Plan the campaign calendar and direct your team or agency to deliver it.
    5. Measure every month: retention, repeat rate and CRM revenue, with control groups.
    6. Improve continuously, and report results and next steps to leadership each quarter.
    Full details

Klaviyo execution is available with any of these, on Shopify or WooCommerce, as a Klaviyo Advisor Partner.

Experience across the whole customer lifecycle

I have done this work from the inside, as the person accountable for the result.

  • Loyalty programs

    Ran CRM for a 30M+ member airline program and managed loyalty in home improvement and electronics retail.

  • Customer data and segmentation

    Data unification, CDP and segment strategy on large customer bases.

  • Churn and predictive models

    Built the models, then the strategy and campaigns that act on them.

  • Lifecycle and campaign strategy

    Control-group testing as standard. One program went from 2% to 6% response.

  • Customer experience

    Led a seven-project, cross-channel CX transformation in insurance, and customer insights in aviation.

  • CRM platforms

    Dynamics 365 and SAS implementations as business owner. B2B CRM built end to end. Klaviyo Advisor Partner.

Isil Ulgen, founder of CX Studio HK

Why work with me

  • I have owned the number

    Sixteen years inside airlines, retail, payments and insurance, accountable for retention and revenue rather than advising from outside.

  • Strategy and execution from one person

    I set the strategy, then build the segments, flows and measurement myself. Nothing gets lost in a handover.

  • Measured against revenue

    Every piece of work has a number attached: retention, repeat rate or incremental revenue, tested against a control group wherever possible.

I am also the founder of Qlevo, an AI-native retention intelligence platform.

More about me, Isil Ulgen

Not sure where to start?

In 20 minutes we look at your setup and I tell you honestly where I would look first. No preparation needed.

Book a 20-minute call