Challenge
1 —
An acceleration of the CRM strategy, with an increased capture of contact data and a differentiated customer activation
2 —
A need to evaluate CRM strategy as part of a continuous test-and-learn approach, to optimize customer activations according to the segment and purchasing behavior
The Key Questions
1 —
How can I measure the impact of my CRM activation plan?
2 —
How is collection performance evolving?
3 —
What is the incremental sales liked to my marketing campaigns?
Approach
1 —
Framing of the CRM activation plan using an A/B test approach
2 —
Exclusion of a sample of customers representative of the target population (= control population), who will not be solicited by the campaign
3 —
Analysis of the customer reactivity and comparison of the purchasing behavior (activation rate, sales/customer) between the target population and the control population
4 —
Identification of best practices or areas for optimization to improve the performance of future CRM actions
Results
1 —
A regular monitoring of the performance of key CRM actions and the annual activation plan
2 —
A continuous optimization of actions using a test-and-learn approach
3 —
A proof of positive performance and profitability of the CRM activation plan
