Their challenge: how to create a technical infrastructure capable of supporting the roll-out of our CRM strategy?

In preparation for the vendor selection in phase 2, I helped them to:

- Define their CRM/customer experience ambition.
- Map customer journeys for individual target groups.
- Capture functional requirements from all business functions.
- Do a 'fit for purpose' check on the existing ICT infrastructure.
- Advise how to ensure successful roll-out and create an RFI/RFP briefing document.

Their challenge: Marel is the global market leader in food processing equipment. How 2 optimize the infrastructure enabling the implementation and roll-out of Marel's inbound marketing strategy?

Together with a small technical team, I helped them to:
- Make a strategic customer journey map. This resulted in the definition of their ambition. And rendered clear insight in operational optimizations to service both leads and existing customers.
- Do a technical assessment of the existing Salesforce implementation, resulting in pragmatic advice on how to optimize the Salesforce technology as well as the connection with other applications.
- Execute a user experience assessment on their current digital customer touchpoints, among them Marel.com, to better support leads, visitors and customers in their journeys.
- Create an implementation roadmap.

Their challenge: how to increase our return on investment from our sponsorship of the French national soccer association, FFF?

This resulted in 2 separate tracks:

- A digital brand activation campaign. Approaching amateur soccer clubs through the FFF with an offer to redeem their incentive (2 training soccer goals) on registration. Triggered by a targeted email where clubs ended up on their customized online shop. Result: multimillion-euro turnover.
- A strategic customer journey map aiming at creating brand preference and loyalty (and, of course additional Nike sales), among individual amateur soccer players.

Their challenge: how to go to market with our new brand that combines the museum (theory) with the physical windmills (practice) at the Zaanse Schans?

I took a 2-staged approach:

- Development of the brand proposition as a guide for everything they will do in marketing and communications.
- Development of their marketing strategy and plan, including a hands-on approach as to the development of individual customer touchpoints (3Jun2020: plan still needs roll-out).

Their challenge: how can our retail formulas Pets Place and Boerenbond successfully compete with online pure players?

I developed the CRM strategy and set-up and implemented their click & brick loyalty program, the VIP Club in a net project timeline of 7.5 months. VIP Club 1st full year: purchase amounts up 60+%, overscore of 38% in VIP Club memberships.

- Define customer promises and the outlines of the loyalty mechanism.
- Outline customer journey maps and create a content plan per stage in the customer journey.
- Optimize their email marketing channel.
- Capture requirements for a mobile loyalty app, design, and implement it.
- Make a 'fit for purpose' check on the existing ICT infrastructure.
- Create an implementation roadmap incl. MVP definition.
- MVP implementation with a click & brick voucher/coupon redemption mechanism.
- Create a 360 customer profile, connecting CDP with webshop, cash register system, marketing automation application, and mobile app.

Their challenge: how to stimulate our domestic audience to visit Rijksmuseum more frequently, tourists to share their experience, and stimulate cross-sales?

I developed their CRM and omnichannel marketing strategy to boost customer experience:

- Customer journey maps for key personas.
- Development of a lead generation mechanism for follow-up and activation.
- Definition of the CRM strategy and how it works out on all customer touchpoints.
- Advice on how to set-up their technical infrastructure, creating a 360-degree customer profile.
- Create an implementation roadmap.
- In parallel set-up and execution of 2 campaigns to boost customer experience.

Their challenge: how to further increase the impact of our customer loyalty program on driving business results?

In 2007 I stood at the basis of what has grown into the current MyTommy click & brick customer program, spanning 25 countries with 7.1 Mio active member (standings Jan 2019):

- Implement a customer data platform to create a 360-degree customer profile.
- Connect the CDP with some 20 data sources in their ICT infrastructure.
- Automated data cleansing.
- Trigger next best actions upon profile data calculations.
- Implement predictive algorithms.
- Feed all customer-facing applications for the exection of the MyTommy omnichannel strategy.

Their challenge: how to develop an e-commerce earning model while maintaining sound mutual relationships with our traditional retail partners?

I developed their worldwide e-commerce strategy and roll-out plan:

- Desk and field research in worldwide local markets.
- Develop a mechanism where retailers are rewarded for their sales efforts.
- Establish a high-over channel and pricing strategy.
- Define a high-over product and product distribution strategy.
- Develop a multi-scenario business case.
- Make an e-commerce implementation project guestimate.
- Make a global implementation and roll-out plan.

Their challenge: how to go to market with a new 'European' model line and compete against established car brands with substantially deeper marcom pockets?

With my team, working as their CRM and marketing agency, we set up and de facto ran the entire CRM, marketing, and brand activation operation:

- Definition and implementation of the CRM strategy.
- Create a 360-degree customer view and build their own leads database for targeted follow-up.
- Implement a mechanism for automated brochure request and test drive follow-up.
- Design, develop, and implement pan-European multi-lingual websites for 28 countries.
- Design, develop, and implement model introduction and brand activation campaigns.
- Implement a central SiteCatalyst statics and reporting environment.
- Generate structural overscores on campaign targets.