Customer experience

CRM maturity and customer experience design

Data-driven strategy
Digital acceleration
Retail & e-commerce

Maturité CRM et design de l’expérience client

Challenge

A fashion-luxury actor wanted to make data and CRM the pillars of its growth strategy, and to reinforce the commitment of its customers through more relational relevance.

The main objectives are

01.
Increase the data collected and implement a process to gradually qualify customers
02.
Set up an operational segmentation for stores and brand revenue generators
03.
Upgrade and tailor the customer experience and increase the performance of the relational marketing channel (or customer relations/engagement channel)

Deliverables

Complete diagnosis of the brand's relational maturity: performance of collection sources and GDPR compliance, uses and limits of customer segmentation, effectiveness of CRM action plans, in-store customer experience scripting
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