A global CRM strategy, consolidation and delivery for a leading luxury house. After bringing several houses together, the group needed one consolidated global CRM platform and a Customer Data Platform to replace a fragmented landscape and create a single trusted view of the client.
The Client
A leading global luxury house, operating several brands across multiple regions. Following a period of mergers and acquisitions, the group set out to unify how it understood and engaged its clients, so that every house could deliver the consistent, personal experience a luxury clientele expects.
Industry Category
Luxury Fashion & Retail
The Challenge
Growth by acquisition had left the group with a fragmented CRM landscape. Each Maison and brand ran its own system: some on Salesforce, some on Microsoft Dynamics 365, others on little more than spreadsheets. Client records lived in silos, structured differently in every house and region, so no client advisor could ever see a client whole.
There was no single platform and no single 360 client profile. Without one golden record, clienteling was guesswork. A client known intimately in one boutique or Maison was a stranger in the next, client lifetime value could not be measured across the group, and the consistent, white-glove relationship a luxury clientele expects broke at every handover between houses and markets. The group needed to:
- Replace the patchwork of Salesforce, Dynamics 365 and spreadsheet-based systems with one globally consolidated CRM platform
- Build a Customer Data Platform (CDP) to unify client data from every house, boutique and channel
- Create a single 360 client profile, a golden record giving one trusted view of each client across brands and regions
- Retire and consolidate overlapping legacy systems and client-data silos
- Hold consistent client data governance and compliance across markets
- Lay the foundation for clienteling, segmentation and personalised engagement worthy of the Maisons
The Solution
I led the work from strategy through planning to delivery, advising on the direction and then leading the change that made it real.
🔹 CRM Strategy and Target State
- Defined a single global CRM operating model the houses could share
- Ran a vendor-neutral evaluation to select the platform that fit the group, not a platform I was tied to sell
- Aligned the houses on one common client data model and set of definitions
🔹 Consolidation and the Data Platform
- Mapped the fragmented, post-merger landscape across houses and regions
- Designed a unified CRM and CDP architecture to bring the sources together
- Established a single, trusted client record spanning every brand and market
🔹 Delivery and Enablement
- Led the planning and the implementation through to delivery
- Directed data consolidation, migration and governance across markets
- Built the foundation for clienteling, segmentation and personalised engagement
Technologies & Frameworks
- CRM strategy and global target operating model
- Customer Data Platform (CDP) architecture and single client record
- Vendor-neutral platform evaluation (informed by the bestcrm.com.au methodology ranking 100 CRM systems)
- Data consolidation, migration and governance
- Segmentation, clienteling and personalisation design
The Result
- A single, globally consolidated CRM platform in place of a fragmented post-merger landscape
- A unified Customer Data Platform giving one trusted view of the client across houses and regions
- A common client data model and governance applied consistently across markets
- The foundation set for clienteling, segmentation and personalised engagement at scale
In luxury, the relationship is the product. A single view of the client is what lets a house serve each person with the consistency and care the brand promises. This engagement put that foundation in place, turning a divided landscape into one platform the houses could build on.