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Elevating Customer Experience with Unified CRM

Aligning Marketing Touchpoints for Customer Intelligence

Casestudy Thumbnails Mu Sigma Empowered a Leading Personal Computing Brand with a Unified Actionable View of Customers 3 copy

Situation

The company’s customer engagement team needed a more cohesive, data-driven strategy to respond to an increasingly competitive tech market with discerning customers. Lacking a unified view of audience interactions and heavily dependent on third-party data sources, the team sought to create a centralized system to drive more strategic marketing insights.

Challenge

The company’s customer engagement team faced two major challenges:

  1. Without a standardized framework to capture and analyze customer interactions, the team struggled with inconsistent data definitions and limited access to real-time analytics, which slowed down decision-making and obstructed campaign optimization.
  2. Integrating data from eight disparate sources presented scalability issues, complicating efforts to create a consolidated view of customer engagement.

Approach

The company engaged Mu Sigma to design a solution for consolidated data insights. Collaborating with their CRM, business intelligence, and field marketing stakeholders, we developed the Marketing Account Touches and Engagement (MATE) Decision Board, an interactive tool that centralizes and tracks audience engagement data. The solution included:

  • Streamlining data collection: Integrated touch and engagement data from CRM and 3rd party sources, engaging with 8 disparate data sources and aligned them with our IT team to streamline and automate the procurement processes to provide a unified view.
  • Standardizing metrics: Aligned engagement metrics for 3rd party lead gen, direct mail, sales enablement, event, and digital media and across the company and third-party vendors, for harmonized insight consumption across marketing ecosystem.
  • Automated Reporting: Monthly MATE reports by Mu Sigma drive proactive, data-informed decisions and foster collaborative discussions.

Impact

  • Data Coverage Increased to 88% in 3 months
  • 100% Online Data Integration of all audience response data
  • Went from Heuristic to Data-Driven Decision Making by standardizing data definitions and integrating information across multiple touchpoints

Business Impact

  • 88%

    Increase in Data Coverage in 3 months

  • COMPLETE

    Integration of all audience response data

Mu Sigma’s capacity for independent work and deep problem-solving often exceeds expectations, digging into issues with remarkable granularity.

  • Customer Engagement Strategist

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