Enabling Service Personalization through Data and Technology
BURBERRY
CHALLENGE
Burberry was collecting a huge amount of customer data and yet sales associates and customer service specialists were not benefiting from any of it when serving their customers. The CEO Angela Ahrendts had met with Salesforce’s founder Marc Benioff and the two had drawn the vision for a social enterprise that would connect customers to the brand and share insights for enhanced customer experience. How to bring that vision to life? How to put data in the hands of customer facing staff, when and where they need it the most? How to empower staff to personalise their service and build long-lasting relationships?
SOLUTION
Francesca Danzi was selected to lead for the development of a pioneer clienteling application named Customer One to One, part of a broader Customer 360 program. A multi-functional innovation team was put together and a Customer one to One startup setup in San Francisco, colocating resources from Burberry and Salesforce, while regularly engaging with SAP, the other key project technology partner. Francesca acted as product and business owner, giving voice to diverse points of view and skill sets within the team, stimulating customer-centric conversations, finding alignment, driving prioritization and validating production.
An MVP was launched in 30 pilot stores and then refined based on users and customers feedback. The first version of the application was deployed to the full network of 400+ stores globally and contributed to the double digit retail growth the company posted in those years, while shaping a customer-centric mindset within the organization.
OUTCOME
Driving Growth by thinking Customers rather than Cases
Laying the Foundation for Digital Transformation
Shifting mindset from Transactions to Relationships