Service · Marketing & CRM
CRM & Customer Centricity
Driving customer-centric transformation through consumer insights, data and omnichannel CRM strategies. From single customer view, segmentation and contact strategies to seamless journeys, personalisation, loyalty and clienteling, we define and activate CRM strategies, enabling consistent, personalised engagement across digital and physical touchpoints.
How we engage
How we work with you on this service: pick one to see what it means.
Analysis, diagnosis and direction: we read the starting point and set out what to do, in what order and with which priorities.
Who works on it
The arad people who handle this service.
Cases related to this service
Real projects where we delivered this exact service.
Beauty & CosmeticsDigital & Omnichannel Strategy
International professional beauty group with two hair and skin care brands.
Fashion & LuxuryCRM Organisational Assessment
Italian luxury fashion house with a global network of about 120 directly operated boutiques across Europe, the US and Asia.
Fashion & LuxuryLoyalty Programme Branding and UX/UI
Italian contemporary womenswear brand with a network of stores, e-commerce and wholesale.
Home & DesignB2B CRM Strategy
Italian high-end design lighting brand, part of an international design furniture group.
RetailCRM Strategy
International Italy-based group in collectible stickers, trading cards and comics publishing, selling mainly through indirect channels and about 20 e-commerce sites.
RetailDigital Operating Model
Italian grocery chain serving households and professional buyers in store and online.
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FAQ
More questions about this service?
FAQ
More questions about this service?
What if we have customer data but it does not drive marketing?
This is one of the challenges arad meets most often. The response combines CRM & Customer Centricity, Marketing and Martech / Adtech, supported by Data Strategy / Optimization, Digital marketing and AI Brand Visibility (GEO, AI ads, etc.), to connect customer data to decisions and campaigns: from a single customer view and segmentation to contact strategies, personalisation and loyalty.
How should loyalty programmes work when an agent buys on the customer's behalf?
Loyalty has to become machine readable: promotions, coupons and tier benefits must be redeemable through the same APIs the agent uses, otherwise personalised entitlements simply go unredeemed in delegated purchases. arad addresses this through CRM and loyalty redesign for agentic scenarios.
What happens to customer relationships in zero touch purchases?
The risk is losing the relationship with the real customer while the agent handles the transaction. arad redesigns CRM for the agentic era so that recognition, loyalty entitlements and data capture survive delegated purchases, keeping the single customer view and personalised engagement intact even when the customer never visits the site or the store. arad tracks it through loyalty redemption rate, the lifetime value of customers who delegate purchases and retention on agent-led channels.
What is the CRM & Customer Centricity service?
CRM & Customer Centricity covers the customer relationship model: segmentation, lifecycle and contact strategy, loyalty design, consent and data model, and the processes and systems that make the relationship consistent across online, store and service.
What does customer centricity mean in practice?
In practice it means the customer record, not the channel, is the organising unit: one view of the person across e-commerce, store and service, consistent entitlements and contact rules, and decisions on assortment, service and communication taken on customer value rather than channel targets.
Can arad support a CRM platform migration?
Yes. arad covers the full path: current state and data model assessment, requirements and target design, vendor selection, migration programme and release management, and adoption with the marketing and service teams after go live.
How does arad improve retention and customer lifetime value?
By working on the lifecycle rather than on campaigns alone: identifying where value is lost after first purchase, designing the contact and loyalty mechanics that address it, and instrumenting the measurement so CLV and retention become steering metrics rather than reporting metrics.