This case highlights the customer data infrastructure transformation for a franchising pizza chain with 679 points across international markets (Europe, Asia, Africa) and a database of 20+ million clients.
I aimed to address the challenge of a fragmented data infrastructure, which hindered customer retention efforts and lacked a unified CRM system.
Background
As a Customer Loyalty Product Manager, my goal was to create a new loyalty program concept. But I faced a critical challenge — although the company had abundant customer data, there was a lack of a unified infrastructure for customer retention and a centralised CRM system.
For instance, the customer contact centre (a crucial part of customer experience and an important data source) operated in a separate system that was not integrated with the data warehouse.
What I've done
Reviewed the current data structure and identified gaps to suggest an optimised data structure for the CRM platform
Collected stakeholder opinions and requirements to create the vision for a new CRM platform
Conducted a comprehensive evaluation of several CRM implementation options: ready-made CRM platforms and evaluated the development of a customised platform, and selected the most suitable option
Hired and briefed an IT vendor for seamless implementation of the chosen CRM platform
The review of a current data structure and identified gaps
Results
This project laid the foundation for the integration between the existing data warehouse, customer data platform (CDP), and the newly introduced CRM system. The new unified infrastructure was used for communication personalisation.
Through this project, I not only addressed the critical challenges but also paved the way for a transformative shift in the company's approach to customer retention. By driving the implementation of a unified data infrastructure, I played a role in establishing a strong foundation for further long-term growth.