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Free playbook ·Subscription edition ·19 pages

The Agentic CRM Playbook

How subscription brands deliver one-to-one CRM without a failed tech project. The six stages, what good looks like at each, and where most teams get stuck.

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Cover of The Agentic CRM Playbook, Subscription edition

What's inside

Six things the playbook covers

  • Why journey-based CRM has hit a ceiling, and the four reasons subscribers drift
  • How Netflix, Uber, Duolingo and DoorDash already run agentic CRM
  • The six-stage delivery playbook, with where each stage stalls
  • Three places the deciding can happen, and four tests any vendor must pass
  • The content maths nobody does, and how a small team fills the menu
  • A 24-point readiness checklist to score your programme

3

agentic CRM projects delivered since February 2026

35

global brands through agencies and consultancies

27

years in retention and lifecycle

Who it's for

CRM, lifecycle and retention leaders at streaming, apps, publishing, memberships and subscription commerce, and the executives who own churn, ARPU and lifetime value.

About the author

Tom Burrell

Tom Burrell is the founder of Retention AI. Since February 2026 he has delivered three successful agentic CRM projects. He has 27 years in retention and lifecycle, including SVP at DAZN, and has worked with 35 global brands through agencies and consultancies.

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