CRM systems and customer data for business growth

Design is the stage where business objectives are translated into a clear technical model of the future CRM system. We examine what data the company already has, where it is stored, how it moves between systems and which processes need to be automated.

What the work includes

• analysis of business objectives, KPIs and future CRM use cases
• assessment of the website, app, operational systems, data warehouses and other sources
• documentation of the current architecture and design of the target architecture
• development of customer, transactional, behavioral and product data models
• definition of data sources, formats and update rules
• design of data flows and integration points
• definition of automated-scenario logic and interactions between systems
• preparation of functional and technical requirements
• definition of the implementation sequence

An agreed CRM system design that gives the technical team a clear basis for implementation and lets the business understand in advance which problems the system will solve and what data it will require.

We implement a new CRM platform or develop an existing one. We work with Bloomreach Engagement and other platforms, adapting their capabilities to the company’s architecture, data and real business processes.

What the work includes

• configuration of the project structure, working environments, roles and access rights
• creation of customer attributes, events, catalogs and other data objects
• configuration of data loading, storage and updates
• definition of customer identification rules and consolidation of data into a unified profile
• creation of segments and calculated metrics
• connection and configuration of communication channels
• configuration of automated CRM scenarios
• configuration of personalization rules, limits and exclusions
• technical and user testing
• preparation of documentation for the implemented configuration

A configured CRM platform connected to the company’s data and processes and ready to launch automated communications.

A CRM scenario is not simply a sequence of emails or messages. It is an executable algorithm that analyzes data, determines the customer’s current state and chooses the appropriate action: send a communication, wait, change the offer or end the interaction.

Scenarios we develop

• welcome and onboarding scenarios
• progression from the first purchase to the second and subsequent purchases
• increasing repeat-purchase frequency
• cross-sell and expanding purchases across categories
• promotion of new products and categories
• reactivation of inactive customers
• churn prevention
• triggered and event-based communications

For each scenario, we define the objective, audience, trigger, entry and exit conditions, repeat-participation rules, required data, waiting intervals, personalization and communication-frequency limits. We account for overlaps with other campaigns and determine which scenario should take priority.

We then prepare the technical specification, configure the scenario in the CRM platform and test it against positive, negative and boundary conditions.

A technically implemented and tested CRM scenario with formalized logic, clear operating conditions and a measurable target action.

Data from different systems is rarely ready for immediate use in CRM. It may differ in structure, contain gaps and duplicates, and use different identifiers, date formats, currencies and names for the same objects.

We process the data using specialized software tools and bring it into a structure suitable for automation and analytics.

What the work includes

• combining customer, transactional, behavioral and product data
• checking the completeness, accuracy and freshness of information
• standardizing formats, values and reference data
• finding and processing duplicates
• matching identifiers across different systems
• calculating customer metrics and attributes
• developing segmentation rules
• building audiences for CRM scenarios
• checking the quality and size of the resulting segments
• documenting calculation logic and data-update rules

Structured customer data and reproducible segmentation rules that can be used for personalization, automation launches and evaluation of their results.

Standard reporting shows how many customers received a message, opened it, clicked a link and made a purchase. But it does not always answer the key question: what share of the result was actually generated by CRM automation.

We design the analytics system around the project objectives, data structure, company KPIs and target customer actions.

What the work includes

• formulation of business hypotheses and success criteria
• definition of primary, secondary and guardrail metrics
• design of test and control groups
• preparation of technical specifications for data extraction
• processing and validation of the resulting datasets
• calculation of conversion, uplift, increment and other metrics
• estimation of incremental revenue and, where data is available, margin impact
• analysis of results by segment and period
• evaluation of short- and long-term effects
• preparation of conclusions and recommendations for scenario development

We run A/B tests and, where the data and experimental design allow it, separate customers’ natural behavior from changes caused by the communication.

Not merely a report on recipient actions, but an evidence-based assessment of a CRM scenario’s contribution and clear recommendations: scale it, change it, narrow the audience or switch it off.

A CRM platform does not operate in isolation. To make decisions, it needs data from the website, mobile app, order-management system, loyalty program, product catalog and other information systems.

We design data exchange so that information is transferred in the required format, with clear business meaning and within the timeframes needed for automated scenarios to work.

What the work includes

• identification of data sources and recipients
• description of the objects, events and attributes involved in the exchange
• design of the integration architecture and selection of data-transfer methods
• preparation of requirements for APIs, webhooks, SDKs, file exchange and other mechanisms
• creation of field-mapping tables between different systems
• definition of data transformation and enrichment rules
• configuration of update frequency and sequence
• definition of error handling, retries and duplicate-event processing
• end-to-end testing of data transfer
• preparation of integration-monitoring requirements

A documented and configured data exchange in which the CRM platform receives the required information on time and can use it correctly for segmentation, personalization and automated scenarios.

Even a well-designed CRM scenario will not work without technically reliable communications. A message must receive the required data, account for customer-specific conditions, render correctly and remain functional when individual values are missing.

We develop and adapt technical components for personalized communications used in CRM platforms.

What the work includes

• HTML/CSS development and adaptation of email templates
• creation of modular and reusable blocks
• configuration of variables and conditional logic
• development of dynamic and personalized content
• configuration of default values and fallback options
• technical implementation of email and Telegram communications
• development of web layers and components for other digital channels
• connection of customer, product and order data
• rendering tests across devices and email clients
• validation of personalization, links, conditions and data transfer

Launch-ready communications that render correctly, use the required data and work across all intended personalization scenarios.

After launch, a CRM system continues to change together with the business. The assortment and website are updated, new channels appear, and data structures, communication rules and platform capabilities evolve. Without ongoing support, even correctly configured scenarios gradually become outdated.

We maintain the CRM system’s reliability and develop its configuration as the company’s needs change.

What the work includes

• monitoring configured scenarios and communications
• diagnosis and resolution of technical errors
• validation of conditions, segments and transferred data
• analysis of anomalies in launches and results
• adaptation of scenarios to changes in business logic
• configuration updates when the data structure changes
• adjustment of product and assortment logic
• connection of new channels and communication types
• modification of automations when the CRM platform is updated
• technical testing of implemented changes
• documentation updates

Stable CRM operation and continuous development without having to redesign automations from scratch every time data, processes or platform capabilities change.