Breaking Free from "Pie in the Sky": How a Practical MA Approach Drives CRM Transformation
Designing KPIs for CRM Strategy: Providing Support from Tactical Planning to Execution
- Takahagi and Ikeda
01.
Client Challenges and Mission
Business strategy lacking tactical execution. Project design is required to translate it into an actionable plan.
We received a request for support in executing CRM initiatives from a D2C company offering multiple products. While they had built a product portfolio considering customer progression needs and seasonality, they faced challenges in achieving the intended results outlined in their business strategy. Our support began by leveraging our CRM expertise to translate strategic concepts into concrete tactics.
02.
What is the overview of the services provided for client challenges?
Data Environment Survey to Grand Design and Tactical Roadmap Development
First, we conducted an inventory of the data environment within our existing CDP (Customer Data Platform) and MA (Marketing Automation) tools. In the CRM domain, a common risk is that strategies and tactics become pie in the sky when critical flag information is missing.Our client was also in a situation where they weren't capturing necessary information, leading to repeated blanket coupon campaigns with minimal customer segmentation. Therefore, we defined requirements for customer clustering and scenario design—essential for realizing business strategy—and established a new roadmap. The key focus was analyzing and identifying which elements within LTV were bottlenecks, then combining customer attributes with attitude change scenarios.
03.
What are the results of the services provided?
Design a project advancement framework that visualizes investment plans for consideration themes and operational resources while ensuring concrete implementation.
By visualizing data linked to CRM tactics, we achieved consensus on data reconciliation rules and task allocation across relevant departments, establishing a stable operational environment. We are currently providing execution support through the formulation of nurturing plans using MA tools.
