Among the client’s expectations they didn’t list the need to learn how to use the CRM, that was something not considered as a problem. In fact, the setting of a more efficient data architecture requires to change the CRM use, mainly the data input should be carefully redesigned to enable a leverage on a more effective dataset.
The Case Industry: Appliances, electronics and home hardware retail Business model: B2C Company dimensions: 20 mil, 25 employees Company type: trading company, Limited partnership, 20 years’ history The Situation Physical stores are still important for client’s experience as they like to visit stores, get confidence with products and find other products.
In this CRM migration, we had to manage dozens of tables linked via alphanumeric IDs, each table had dozens and dozens of fields also customised by users. The whole DB was quite big and this was just the technical side of the problem that a software could solve.