Client case studies > CRM maturity and customer experience design

Customer experience

CRM maturity and customer experience design

  • Data-led strategy
  • Digital acceleration
  • Retail & e-commerce
Maturité CRM et design de l’expérience client


An actor in the luxury-fashion sector desired to make data and CRM the cornerstones of both their growth strategy and customer-brand relationship strategy.

The main objectives are
  1. 01.

    Increase the data collected and implement a process to gradually qualify customers

  2. 02.

    Set up an operational segmentation for stores and brand revenue generators

  3. 03.

    Upgrade and tailor the customer experience and increase the performance of the relational marketing channel (or customer relations/engagement channel)

  • Diagnosis of the level of brand relationship maturity
  • Definition of the new client ambition and implementation plan covering all assets
  • Increase of the collection and quality of data
  • Optimisation of the customer communication performance
  • Increase in the customer satisfaction performance, mystery shopping surveys and customer engagement indicators

Key expert


Bertrand Destailleur

Associate Customer Experience


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