Key Performance Indicators
Key Questions
Our client sought to accelerate the contribution of its customer base to Direct-to-Consumer growth
In this context, Heaviside addressed three critical questions:
- What CRM ambition and strategy are needed to drive business acceleration across omnichannel journeys?
- How can engaging CRM experiences be delivered to create sustainable business value and enhance customer satisfaction?
- Are the necessary foundations in place to achieve the targets efficiently and at scale?
Action #1
In-depth 360° CRM audit based on qualitative and quantitative data, with a focus on five areas
Building a data-driven analysis to get a clear vision on the client customers segmentation
We supported our client in laying the groundwork for a robust consumer analytics strategy. By segmenting their customer base, we uncovered key behaviors, preferences, and opportunities for targeted engagement.
Based on our initial analysis of consumer profiles, we enhanced our targeting strategy to deliver personalized experiences tailored to each segment and market. This involved designing experiential journeys and reward systems across key channels, with customized pathways aligned to usage patterns and profiles in five key markets. We also developed communication sequences that were built seamlessly, based on each customer’s unique profile.
We reimagined our client loyalty program based on customers profiles, to implement new rewards offers, aligned with customer segments and to build a strategy aiming at driving deeper engagement while ensuring retention within the customer base, by providing experiences thought to provide them with a tailored purchasing journey.
We restructured internal workflows and processes to enable a data-first mindset across the organization. By upskilling teams, embedding analytics into daily operations, and fostering an adaptive culture, we ensured that data-driven decision-making became a core strength.
Action #2
Structured roadmap for acceleration with the aim of (1) Revenue growth, (2) Operational efficiency, (3) deeper customer knowledge
Preparing revenue growth
We developed a strategic roadmap of initiatives to unlock sustainable revenue growth, leveraging untapped CRM opportunities uncovered during the audit.
Integrating operational efficiency using automation & AI
We integrated automation and AI into our client’s campaign management processes and the systematic analysis of customer behaviors. These enhancements introduced innovative approaches to customer value, communication, and rewards, particularly in predicting customer churn and activating targeted campaigns to sustain engagement with the brand.
We assisted our client in establishing a comprehensive data collection framework, incorporating first-party data and identifying strategic data partnerships for development.
Action #3
Redesigned personalized journeys
We rethought personalized customer journeys for our client across all platforms, at speed and at scale, leveraging the full potential of existing tools, and in particular AI and automation functionalities (notably Salesforce CRM, Adobe Campaigns, GCP, Dataiku, PowerBI).
Action #4
Delivered 12 first revenue-generating campaigns
We collaborated with our client’s teams to implement our recommendations, co-managing the setup and execution of campaigns.
