Improving CRM Effectiveness Through Data Quality and Master Data Management in a Leading Global Fashion Retailer
A case Study
Introduction
Our client, a global retailer with worldwide stores, had a problem with their customer data and needed better data to effectively target customer marketing. They faced challenges related to stale data, invalid data, and a lack of mastered data management. Our firm was engaged to design and implement a data quality program, data cleansing, and master data management that allowed our client to have a single client database that was correct and integrated across systems.
Client Background
The client is a globally recognized leader in the upper premium segment of fashion that started over a century ago, offering clothing, leather goods, accessories, and footwear, among other items. Customers of our client are fashion-conscious individuals who seek quality, premium clothing and sophistication in their wardrobe.
Challenges
Incorrect, missing, and duplicate customer data made effectively leveraging the existing CRM difficult and hampered the client’s ability correctly identify and communicate with customers.
Customer Data
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Multiple sources of transactional data were not always properly associated with customers, leading to difficulties in properly tracking customer purchases.
Transactional Data
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Owing to the systemic data problems, the ability to effectively segment customers and target campaigns correctly was impaired.
Target Marketing
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Results
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Accurate and valid master customer data improved the ability to lookup customers correctly and to ensure customer data was correct and idempotent across platforms.
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Improved transactional data allowed for customer purchases across channels to be properly associated, facilitating transaction history lookup across channels. Improved customer experience at retail touch points improved customer interaction and overall satisfaction.
Improved Customer & Transaction Data Lookup
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Improved multi-channel customer and transaction data in the CRM, along with smart segmentation templates, allowed for the client’s marketers to produce customer segmentations more accurately and more rapidly.
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Properly segmenting customers based on their complete purchase history provided marketers better target groups for campaigns.
Accurate Customer Analysis
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The ability to accurately analyze customer purchase history and segment customers for targeted campaigns and promotions increased customer brand loyalty and increased customer spend across segments.
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Improving data-driven marketing improved customer experience, brand engagement, and customer spend.
Effective Customer Marketing
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Through the successful implementation of data quality program, master data management, and with a focus on data architecture, our consulting firm helped the client overcome systemic data issues that hampered the effectiveness of marketers and did not allow for a seamless customer experience across channels. By fostering an awareness of the importance of good data and expanding the analysis tools available to marketers, the client was able to increase sales, improve customer brand experience, and drive multi-channel sales growth.
Conclusion
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Consulting Approach
Our consulting firm developed a tailored approach to address the client's challenges and implement a robust data quality and data cleansing program, master customer data, and improve the data architecture:
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Conducted a comprehensive assessment of the client's existing CRM system, POS System, and other systems, and processes, including data sources, data integration patterns, scanned data for validity, and sample tested data for correctness.
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Analyzed customer data from across sources, sales history data, and line-item transaction data. Focused on detecting duplicate data and missing or incorrect data that could not be properly tied together across systems.
Assessment & Analysis
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Collaborated with stakeholders to define marketing objectives along with goals for data quality and cleansing along with the requirements for mastering of customer data.
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Developed a systems architecture roadmap along with a data architecture outlining the necessary infrastructure, technologies, and processes to support data quality/cleansing, master data management, and effective customer marketing.
Strategic Planning
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Implemented a new systems architecture and data architecture that included a new point-of-sale (POS) system, customer relationship management (CRM) system, MDM processes, and a new database system to support CRM and other centralized systems, including loss prevention analysis.
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Implemented a new customer and transaction data model along with improved customer mastering capabilities, centralized customer data, and transaction history retrieval, including for retail location POS touchpoints, and analysis of customer and transaction data.
System & Data Architecture Design
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Implemented the data architecture solution in collaboration with the client's IT teams, ensuring compatibility with existing systems and infrastructure.
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Integrated data quality and data cleansing processes, along with customer master data management processes, that effectively supported multiple channels of customer data.
Implementation & Integration
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Provided training to staff members on data quality and cleansing processes, customer mastering, and CRM analysis templates were created to support effective customer segmentation and marketing.
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Facilitated conversion activities and worked to promote a culture of data-driven marketing, demonstrating the importance of accurate, usable data across the organization.