• CLIENT: national company
  • INDUSTRY: energy & utilities
  • REGION: Germany
  • SIZE: large enterprise
  • PERIOD: 14 weeks
  • SERVICE: CRM strategy
The purpose was clear.A path toward realizing it wasn’t.

The Situation

We partnered with a German municipal utility group to develop a strategic CRM vision across their four divisions: energy & water, mobility, telecommunication, and leisure activities. The client’s goal was to enhance customer experience, establish a 360° customer view and strengthen the group’s brand as a regional leader, making the area a better place to live. With digital transformation as a key driver, our client launched the initiative to establish a unified CRM foundation and evaluate CRM tools for a group-wide implementation.

The Challenge

Shared Vision

The diverse companies had vastly different requirements, making it challenging to align on a clear, shared CRM vision.

Unified Frontend

Employees had to identify customers and navigate four different systems, even for the simplest processes.

Customer Experience

A lack of centralized customer insights led to impersonal interactions and missed targeting opportunities.

360° Customer View

Different customer views across various systems prevented targeted and personalized customer communication.

Employee Experience

Outstanding high effort for organizational tasks, usage of fragmented tools and handling of complex processes.

The Solution

North Star

Establishment of a unified CRM vision and strategic direction for the group with its four companies.

Business Blueprint

Design of the CRM target picture based on 170 use cases, the customer lifecycle and core customer journeys.

Platform Engineering

Development of the CRM architecture, guiding principles, technology stack, integration concept, and data management.

Ecosystem Evaluation

Innovation days conduced to gather insights and see best practices, followed by a criteria-based CRM tool evaluation.

Roadmap Design

Planning and prioritizing of next steps, along with the design of a roadmap, to kickstart the group's CRM journey.

The Excellence

Strengthened brand perception as one group by establishing a unified vision across all four companies.

Established a CRM foundation across business, IT, and people dimensions, enabling the group to adopt a customer-first approach.

Our strategic project enabled the group to choose the best-fitting CRM solution and place customer experience back at the center.