Clean, Improve and Enrich Customer Data
David van As, CRM Manager for the Benelux, describes the challenges of the project: “Quite a few requirements were added while the data cleansing and migration projects were already on their way. One of them was to enrich the available data at three different levels. Right from the start, the business rules that were defined for that purpose took the requirements of SAP CRM into consideration. The result is now available in the Selligent marketing automation fulfilment platform, the tool that will be used in combination with SAP CRM to communicate with our customers.”
The decision of JLR’s leadership to move to a single SAP CRM system created the need for globally coordinated CRM processes. Van As saw the change as an opportunity to improve current customer data, to enrich it wherever possible and to make it a key factor in the project, which lasted for almost nine months.
Clear the Path for SAP CRM
The CRM manager realized that the undertaking required a thorough, detailed approach. He insisted on collecting, cleansing and unifying all the Benelux customer data so that it could be used in the Selligent platform even before the implementation of SAP CRM was completed.
“If you want something done right, you cannot focus on too many projects at once, you need go about it step-by-step. Which means getting the data right first, setting up Selligent next, and only then continuing with the CRM rollout.” The combination of Armada Consulting’s SAP skills and Type 2 Solutions’ data migration platform have been the key to walking that path.