Customer Relationships - Asda Technology
ASDA
Four key questions a tech audit needs to answer
As one of the big 4 UK based supermarkets, Asda did not have a shortage of customer related technology
But like many other corporations, their legacy of tech development had created both gaps and duplication in their business wide eco system that was slowing their ability to improve customer relationships.
We were asked to undertake a complete CRM Marketing tech audit to answer four key questions. What tech do they use and what are their capabilities? Can it do what they need it to do? Can it be used better? What additional tech do they need to achieve their Customer Relationship Marketing goals?
The process included working with internal stakeholders across technology, marketing and system development in the UK and USA. The gap analysis highlighted the areas of data and tech that would need to be improved or changed to enable timely relevant communications at scale. We also identified some duplications in supplier choices that if rationalised could improve their ability to provide integrated customer journeys and content relevance.
A technology roadmap was developed as a result of the outputs from the tech audit. This provided a staged approach to the development of data sources, simplifying distribution channels to reduce costs and complexity, a content management solution and decision engine to enable multi-channel communications to be centrally controlled.
We further developed a programme of automation – which included the migration to a multi-channel CRM platform that used dynamic content pods and campaign rules to automatically populate campaign templates, track response and use these results to determine need for switching content to improve engagement rates.