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Italian high-end design lighting brand, part of an international design furniture group.Revenue: ~ €135M

B2B CRM Strategy

CRM strategy and implementation support for an Italian design lighting brand, focused on its professional audiences, architects and designers, contract partners and dealers, alongside private customers.

Services

Support

  • Advisory / Strategy
  • Execution & Program management
  • Coaching & Fractional management

Goal

Build CRM capabilities while the group moved every brand to a new CRM platform, giving the brand a single customer view, clear decision rights and a lifecycle for professional contacts.

Approach

Interviews and an as-is assessment produced 24 initiatives; then about 18 months of support with a CRM coordinator embedded in the team, weekly alignment with group and integrator, monthly KPI scorecards and a workshop on professional audiences.

Results

Adoption of a new professional lifecycle, funnel KPIs, value tiers, contact strategy, designer loyalty programme, and hiring plan, backed by a database of 72,000 professional records with 76% active permissions.

Who worked on it

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