How to revolutionise the CRM practices of a notorious brand in order to create truly customised customer journeys in the future?
Tool and process audit of client data through 25 interviews with HQ employees and several local managers.
Data flow and tool mapping to produce recommendations through use of ClaraVista’s evaluation grid.
Prioritising projects and building a roadmap that includes “quick wins” as well as mid- and long-term projects.
Time saved on deployment thanks to clear roadmap that nests projects instead of stacking them.
Specific guidelines on how client data is collected and used, facilitating the implementation of ClaraVista’s recommendations.
Harmonised practices between stores and optimised internal processes for a higher performing CRM.
Feedback from Hélène, ClaraVista consultant on the project
— What did you most enjoy during this mission?
We got to work with a large diversity of backgrounds. It was specifically this diversity in their feedbacks that allowed us to get a full grasp of the brand and its mutations set in motion by the new management. This was essential to constructing a roadmap that took into consideration multiple constraints whilst addressing everyone’s expectations.
— Isn’t diving into IT systems a little too technical?
The mission had multiple facets, which made it all the more exciting. After extracting insights from the interviews, we turned the problem around to imagine journeys - and a roadmap - that truly served customer experience. It allowed us to question millennial processes and even though the thinking was IT-centric, our work had much larger ramifications in the organisation.
— What are you most proud of in this mission?
Overcoming the challenges of fragmented information: synthesising the data gave us the key to streamlining data flows in the organisation. The reward: major gains in productivity, but also a more refined segmentation, leading to a more relevant personalisation. All in all, we managed to lay the groundwork for a virtuous communication cycle.