Customer Experience
CRM optimization: improving the member experience in a professional federation
Managing member relationships at scale requires reliable, well-structured data. A large professional federation representing companies in the manufacturing, digital, and telecom sectors needed to ensure accurate data and efficient workflows for thousands of members. They partnered with Agilytic to carry out a full CRM optimization.
To protect confidentiality, we may alter specific details while preserving the accuracy of our core contribution.
Context and objectives
A major professional federation, representing tens of thousands of members and thousands of companies, relied on a CRM system used daily by its business relationship officer (BRO) team. Past migrations between CRM platforms had degraded data quality, limiting the BROs in their day-to-day activities.
Growing data volume and complexity were slowing down both commercial and operational workflows. The federation needed a complete CRM optimization to restore trust in its data and support efficient member relationship management.
They reached out to Agilytic to design and implement a new solution.
Approach
1. Scoping and requirements gathering
We began by determining the project scope and business requirements through stakeholder interviews. These sessions helped identify short- and long-term use cases and clarified how the federation managed its data processes.
2. Data cleaning and structure review
We performed a thorough data cleaning exercise and reviewed the existing CRM data structure to prepare for migration to the new platform version. This work laid the groundwork for a more reliable, optimized CRM.
3. Data governance design
To maintain data quality over time, we defined new ways of working and established a data governance framework. This ensured that improvements made during the CRM optimization would be sustained long after the project's completion.
The project delivered three key outputs:
A report covering the data cleaning analysis, our recommendations on data structure, and the foundation for new data governance
The CRM data set in Excel with flagged data quality issues
The CRM data set in Excel enriched with new information
The client highlighted that they valued Agilytic's combined consulting and technical approach.
Results
This project increased overall productivity in the client’s relationship management:
BROs can access the most up-to-date data to make quick and impactful decisions with a clean CRM.
The client has optimized its CRM tool for long-term data management.
In case of any hesitation, they can quickly understand what needs to be done using the data governance structure.
To safeguard confidentiality, we may modify certain details within our case studies.