Challenge
1 —
CRM is a key lever for the brand, which activates its customers through numerous communications, which are generic and sent to the entire database without distinction
2 —
A new segmentation has been designed, with the aim of implementing a differentiated approach and finer targeting
3 —
To take things a step further, the brand is also considering opportunities for personalization, while maintaining simplicity and agility in the implementation
The Key Questions
1 —
How can we ensure the consistency of the customer journey for a segment, while taking into account individual appetencies to certain brands or products?
2 —
How to manage operationally this new complexity of activation?
Approach
1 —
Definition of a differentiated plan for each segment based on defined business and relational objectives
2 —
Identification of personalization opportunities (life-cycle, product life-cycle, product and brand appetencies, interactions)
3 —
Evaluate potential operational and technical bottlenecks, and identify solutions to overcome them
4 —
Identification of KPIs to measure performance
5 —
General and detailed design of sequences and campaigns, identification of management rules
6 —
Support for progressive implementation, with prioritization of sequences and use cases as part of a test-and-learn approach
Results
1 —
A generic and consistent customer journey for all clients, broken down by segment and completed with personalized blocks
2 —
A gradual, manageable deployment from an operational point of view, starting with priority segments
3 —
A structured analysis strategy to measure customer journey performance and optimize it if necessary
