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Support in defining CRM & Marketing strategy
Sector of activity
French leader in Holiday Clubs and Resorts
Project background
The company puts the customer at the heart of its strategy. This is why customer knowledge through the various points of contact and acquisition - clubs, catalogs, e-commerce - is essential to the company's development.
Against this backdrop, this leading provider of vacation clubs and resorts called on Univers Retail to assist with a scoping study on data and CRM. The aim is to enhance customer knowledge by optimizing existing data, while helping the company choose a CRM solution capable of implementing its customer relationship management strategy.
Approach / Results
Our approach
To achieve this objective, Univers Retail carried out the project scoping, i.e. :
- Setting the scene, identifying key contributors, planning interviews & workshops and preparing/facilitating the kick-off.
- Data analysis, synthesis of needs and strategic vision expressed during interviews and workshops, operational immersion with the business.
- Formalization of the target (processes, customer journey, organization, IS) and identification of eligible solutions to operate the target.
- Presentation of target, trajectory and business plan.
Our results
AtUnivers Retail, several documents were issued:
- Drafting of strategic vision, investment plan, business plan & usecases.
- Identification & qualification of areas for improvement and quick wins.
- Definition of target governance and associated RACI.
- Drawing up the specifications for the call for tenders for the supply and integration of a CRM/PRM.
