• CLIENT: national company
  • INDUSTRY: financial services
  • REGION: Germany
  • SIZE: large enterprise
  • PERIOD: 10 weeks
  • SERVICE: CRM architecture
The customer information was right there in an untapped byproduct: Data

The Situation

We supported a German mortgage broker in shaping their CRM architecture and data strategy, considering the key requirement to keep their core business processes in-house. To enhance customer experience and identify needs throughout the entire customer journey, the mortgage broker faced several challenges, including defining a clear target picture, unifying information, and making decisions on in-house vs. standardized solutions. This in mind, the CDO initiated the strategic initiative to develop a scalable CRM architecture, laying the foundation for current and future business.

The Challenge

Scalable Architecture

Prioritizing in-house development for core business applications raised concerns about the scalability of the CRM architecture.

Data Silos

Customer Journey data was collected across multiple disconnected systems, reducing transparency.

Agent Experience

Navigating multiple disconnected systems during customer interactions reduced efficiency and user-friendliness.

Fragmented Insights

Inconsistent and low-quality data made impactful customer interactions difficult, hindering decision-making.

Cross-Selling and Upselling

Limited business opportunities resulted from the lack of personalized insights into customers' needs and preferences.

The Solution

North Star

Developed a shared understanding of CRM and the core functionalities, also designing a customer centric journey.

Business Blueprint

Defining of a CRM target picture with 11 modules and over 170 use cases to drive requirements for the future CRM ecosystem.

Architecture Engineering

Development of guiding principles, a hybrid in-house-external CRM tech stack, data strategy, and CRM architecture options.

Architecture Evaluation

Criteria-based evaluation of architecture options, combined with an insight day to gain key insights.

Roadmap Design

Best-fit solution recommendation to the C-level and design of an overarching roadmap with action fields.

The Excellence

Established the first joint CRM target picture and business and IT talking the same language.

We unified a complex tech stack structure, combining in-house and standardized software into a hybrid ecosystem.

In the highly impactful 10-week project, we defined a future-oriented architecture and state-of-the-art customer journey.