Luxury goods Company
Evolving from product to customer centric insight with Customer Profiler
Challenge
Our client, a heritage brand with an impeccable track record for above and beyond service, were looking to transition from a traditional, product sales focused approach to a more customer centric approach to drive growth.
They were struggling to know where to begin and were looking for some support in shaping their insight and data management
Data was a problem for them as their warehouse was under some strain due to a number of inefficiencies in design and a lack of control around the BI process resulting in vat swathes of unused reports
Solution
The first step was a 3-week review to understand the commercial mechanics, available skills, and current data in the organisation.
After this we created a project team with exec, sales, marketing, and service reps – going through a series of workshops to identify and define a suite of low-level customer metrics, strategy segments, and capture requirements for each business unit to understand how to deliver the most value to them via the profiler.
To minimise impact on the data warehouse, we span up a separate database to host the customer analytical record (CAR), reducing the requirement on the existing warehouse to a simple, weekly delta upload (after the initial cut was taken).
The profiler back end comprised of a “static CAR” in SQL Db to host the simpler metrics and a “Dynamic CAR” in an analytics studio to calculate the more complex metrics and profiling.
The front end was created in Excel as it presented the simplest way of getting it into the hands of everyone who required it without investing in new tools/significant training.
UI and functionality design of the front end was done in tandem with the early back-end build.
“Insight champions” were identified in each stakeholder team and given advanced training on the tool, so as to support their colleagues
Results
Profiler was rolled out in 3 months, start to finish, and represented an enormous leap forward in customer understanding – supporting and directing strategy, sales efforts, marketing campaign selections, and service prioritisation (via a feed directly into the CRM).
The final product included segment and cohort summary pages, in depth behavioural profiles, a trading dashboard, product and purchase analytics – all with cross tabs to compare and contract multiple groups.
With the insight afforded them by Profiler, the client was able to evidence a significant uplift in direct sales activity and improved campaign performance.
