CRM Data Model Assessment

ClientelingClient Care
Written By Stephen Reed

Evaluate the CRM data architecture to identify growth opportunities for the company.

All cases

 

My Role

I was responsible for analyzing the current CRM data structures and challenges to propose a vision for future state rearchitecture.

 

Objectives

  1. Design a 360-degree view of an organization or individual’s history with the company.

  2. Propose data structures that allow for long-term sales prospecting and short-term project tasking.

 

Challenges

  1. Appropriately segregating—and connecting—business trade accounts and consumer profiles to easily understand client/designer relationships.

  2. Proposing easy-to-navigate views for complex, multi-step home improvement projects to highlight the most relevant information and next best actions.

 

Scope

  • Trade partners, trade designers, client profiles, internal designers, client experience managers, measure and install professionals

  • Contact information, spend and loyalty, relationships, properties and rooms, projects, orders, client care cases, activity history

  • Project information, lead source, room and treatment scope, quoting, sales orders, work orders, collateral orders, client care cases, activity history

 
“He’s always thinking two steps ahead about implications across the business”
— Suzanne Dominick, Chief Revenue Officer at The Shade Store
 

Related Experience

Stephen Reed
Next

Digital chief of staff