Global Restaurant Group
Customer Centricity
Challenge
Covid had driven the company to change how they served customers, both on site and via delivery – resulting in a significant increase in the amount of customer level data being generated and captured.
They recognised this as a substantial opportunity to create a customer centric lens over the business, which in turn could be used to inform personalised CRM activity.
However, not knowing where to start, they contacted us to help them shape a modest project to establish the basics in terms of data and analytics assets, and CRM journeys.
We provided a small, focused team embedded within both Analytics and CRM to guide and upskill existing team members through the process of creating a customer centric approach to comms and insight.
Solution
Customer level data existed in the data lake, but lacked any structure or preparation for analytics, therefore, step one was the design and build of a semantic layer customer analytic record to inform and ultimately host customer analysis, strategy segments, and behavioural profiling.
Next was the design and build of quarterly RFM based strategy segments, overlayed with behavioural profiling to better understand purchasing and engagement habits across channels, devices, spend profiles and product preferences, etc.
These segments were used to inform a range of linked customer level metrics and dashboards to track performance from topline trading down into specific categories.
Next, we guided the client through customer journey design and build, initially relying on simple rules-based selections, before building simple predictive models to support key areas of the lifecycle – potential high net worth and early lapse – and moving to model triggering of these journeys.
Results
The business continues to use and evolve the segments, profiling, and dashboards to inform decision making and CRM
Internal teams were trained to the point we were able to hand over all the data, analytical, BI, and journey design assets and learnings from the project into Business as Usual
To support this, we sourced a new head of analytics to oversee all development of analytic data assets and insight.
CVM People still supports the client on an as needed basis with hiring etc.
