Customer Feedback
Supporting the deployment of a marketing CRM platform
Organize the deployment of a multichannel campaign platform and prepare its integration with existing systems.
The Mission at a Glance
The Company
An organization overhauling its marketing CRM
The Context of the Project
An organization wanted to implement a new marketing CRM platform to personalize its interactions and better manage its campaigns. The project had to integrate with existing systems and coordinate with other initiatives, particularly those related to the data warehouse.
The Challenge
A new campaign platform to be integrated into existing systems, in coordination with the data warehouse project.
Our Approach
The Process, Step by Step
Analyzing the Current Situation and Organizing the Program
PALMER studied the existing systems and identified gaps relative to the objectives of the CRM marketing platform.
Governance was structured to allow for phased management. Monitoring the integrator and validating milestones were part of the project management framework.
Defining Use Cases and Contact Management
The marketing and sales teams were involved in defining the use cases.
The multichannel strategy incorporated customer segmentation, message personalization, and the integration of digital channels. The selected scenarios enabled the alignment of functionalities with the network’s operational needs.
Coordinating Data and Integrations
The project included a plan to enrich customer data to improve customer insight.
Coordination with the Data Warehouse project was essential to prevent gaps between projects. Requirements related to real-time interactions and KYC functionality were taken into account in the work.
Batch Validation and Scaling Support
Functional acceptance testing was organized in batches to progressively validate the platform’s features.
Business objectives were defined on a per-release basis. This approach facilitated the rollout and adoption of new practices, with adjustments made based on feedback from the teams.
Work Completed
What the “
” initiative has implemented
- 01
Use cases and business objectives defined by release.
- 02
A strategy for contact management and personalization.
- 03
A plan for enriching customer data.
- 04
Batch functional testing and coordinated management of integrations.
The Firm’s Support
PALMER’s Contribution
PALMER bridged the gap between marketing objectives and integration requirements. A phased approach made it possible to organize validation processes and support the adoption of new practices.
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