Guillaume Catoni

I help companies develop their CRM & Customer Experience strategy as a transition manager. Working on missions of varying lengths, my goal is to deliver quality technical and operational projects that generate business. Since February 2022: CRM Manager at La Fée Maraboutée

- Management of the new Unique Customer Reference project

- Implementation of the new CRM activation platform - Advalo

- Management of direct marketing campaigns: automation, newsletters, transactional emails

- Implementation of customer satisfaction measurement

Improving customer knowledge

- Management of the Group CRM project (Interflora France, Spain, Portugal, Bebloom, Cadeaux.com) including a common datamart (7 million unique customers/prospects) and a shared CRM (Adobe Campaign).

- Collection of customer data: My Calendar (400k personal events/year), qualification of purchase occasion and Customer/Recipient link from the Message Card.

- Redesign of customer segmentation: 7 Value segments + 11 Behavioral segments Engaging our customers in a personalized way

- Definition of the Brands' Engagement Plan (automated and personalized campaigns, mass campaigns, service messages): +70% revenue for CRM in 3 years (representing 15% of global revenue)

- Interflora+ Program: 250K members, 60% improvement in repurchase rate

- Optimization of campaigns through A/B Tests: rendering, generosity, content, commercial pressure

- Deployment of new CRM uses: LiveSending, Rich SMS Creating a seamless customer experience

- Measurement of Customer Satisfaction and brand e-reputation

- Mapping and Simplification of customer experience

- Creation of an Experiential Score and identification of friction points

Lectures on Geomarketing, Direct Marketing, and Data