Sahi Rahman

After the introduction of a new CRM system, there were great potentials for personalized communication that were used inconsistently internationally. The goal was a scalable marketing structure. I developed an international CRM architecture for around 20 countries and conceived and implemented a variety of new, performance-oriented campaigns. A key focus was the integration of these measures into existing brand and campaign logics and controlling them across different markets.

Situation

Following the introduction of a new CRM system, comprehensive possibilities for automated and personalized customer communication were available for the first time. The use of these possibilities was still limited in the core market and varied significantly between international markets. Campaign logics and customer segmentation had to be further developed to systematically control the economic impact of customer communication.

Assignment

Development and implementation of an internationally scalable CRM target architecture and structuring of customer communication along prioritized use cases.

Measures/Result

§ Analysis of existing campaign logics and development of a CRM target architecture

§ Derivation of detailed requirements for the CRM system and support of implementation

§ Building a prioritized CRM use case portfolio with the conception of approx. 50 customer journey campaigns and implementation of over 30 prioritized measures

§ Establishment of consistent KPI and reporting structures

Personalized customer communication was organized decentrally, and campaigns and target group approaches were only systematically managed to a limited extent. The goal was a central, controllable marketing structure based on a new CDP. I built a CRM and campaign structure, developed a customer journey logic, and managed a portfolio of around 60 campaigns. Close collaboration with lead agencies played a central role in consistently implementing performance-oriented campaigns within the corporate identity and brand logic of Deutsche Bahn. Part of the project was also the structural integration of the newly created department in DB Vertrieb into long-distance transport.

Situation

CRM was to be used more strongly for customer loyalty and customer development. Campaigns were previously managed largely decentrally and only systematically evaluated in part. There was a lack of clear organizational anchoring for CRM as well as structured foundations for segmentation, campaign control, and economic evaluation.

Assignment

Development of a high-performance CRM function within sales with clear responsibility, structured campaign logic, and a consistent data basis. Conception and implementation of the setup and operational organization.

Measures/Result

§ Establishment of a CRM organization with around a dozen employees

§ Development of strategic CRM control principles

§ Development of a customer segmentation model

§ Conception of a CRM campaign portfolio with around 60 measures

§ Establishment of consistent KPI and reporting structures

Developed dialog marketing structures were to be more economically oriented. The goal was better controllability while safeguarding the brand. I further developed campaign logics and, particularly in cooperative marketing, ensured that measures did not dilute the FAZ brand but maintained their value. A consolidation of measures resulted in seven-figure savings without loss of subscriptions.

Situation

The subscription sales department had extensive dialog marketing activities for acquiring and developing subscribers. Campaign structures, segmentation, and offer logics had evolved over many years and were only partially systematically structured along the customer journey. This lacked a clear basis for consistent campaign control and transparent evaluation of the economic impact of individual measures.

Assignment

Structuring and optimizing CRM and dialog marketing logic to increase campaign profitability and align marketing measures more closely with the customer journey.

Measures

• Analysis of existing dialog marketing and campaign structures

• Further development of segmentation and target group logics

• Structuring of the campaign portfolio along the customer journey

• Optimization of offer and campaign logics for print and digital subscriptions

• Establishment of consistent KPI and reporting structures

Result

• significantly more structured campaign portfolio

• improved controllability of marketing measures

• higher transparency regarding economic campaign impact