A global retailer with multiple channels recognized the need to better understand cross-channel customer behaviors in order to market to customer segments that underutilize some of the brand offerings. Industry trends have shown that customers taking advantage of more channels engage and spend more with the brand. The retailer had made several attempts at consolidating the various customer repositories into a Customer Relationship Management (CRM) system in the past, but had several challenges they needed to overcome.
The retailer knew that before adding more programs, such as social media and digital loyalty, they needed to resolve differences between customer systems and adopt a CRM solution that would serve as a single point of view of their customers. The goal was to consolidate customer data into one single system that could support data synchronization across all existing channels and systems as well as easily allow for new channels to be introduced. Also, with a centralized data set established, the retailer wanted to immediately follow the effort with better business intelligence and visibility on customer segments to improve prioritization of future personalization strategies and feature additions.
Single view of customer, aggregated transactions across channels, analytics feeds, marketing segmentation and actions.
We began with an Understand phase, a process where we learned from subject matter experts, hosted user focus groups and actually worked with the various customer systems to learn the process and gain a deep understanding of our users’ pain points. With as many false starts as had been attempted in the past, there was actually a lot of material that helped us quickly focus on leading options to approach a solution. The Understand phase resulted in a plan for selecting from a few leading vendor solutions that would address the goals and overcome the primary challenges.
The project team was quickly able to narrow down the vendor selection and establish a phased approach project plan that would allow us to onboard the new CRM solution and integrate with every system with customer data across the enterprise. A full gap analysis was completed to ensure customer data was able to sync across the enterprise in a manner that would allow customer journeys through every channel to either continue operating or adjust as needed for a more personalized experience.
Systems integrated across the enterprise included:
As a result of this initiative, the retailer has experienced the following:
Ultimately, the introduction of a CRM system to the organization has truly allowed an enterprise to transform to a customer-centric system to reflect the goals of the entire organization.
We're proud of our work, and our clients are very satisfied with the accomplishments achieved and results of our partnership.