CRM Organisational Assessment

CRM governance and organisational assessment for an Italian luxury fashion house, focused on strengthening collaboration between Retail and CRM & E-commerce to enable more effective client engagement and activation.

Services

Support

Advisory / Strategy

Goal

Clarify roles, responsibilities and decision-making across Retail and CRM functions, defining a more effective governance model for clienteling, customer engagement and in-store activations.

Approach

Conducted stakeholder interviews and reviewed existing CRM planning, activation and reporting processes. Benchmarked luxury industry practices and evaluated alternative organisational and governance scenarios, including responsibilities, decision rights and cross-functional coordination.

Results

Four critical nodes identified, five no-regret actions including a cross-functional committee and budget autonomy thresholds for retail, and three organisational options assessed, with a dedicated activation role recommended as target model.

Who worked on it

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