UK supermarket group Morrisons has completed the first phase of its strategy to strengthen customer focus with the implementation of a new multi-channel Customer Relationship Management (CRM) capability in collaboration with Capgemini UK plc. Morrisons has more than 490 stores in the UK with 131,000 employees serving over 11 million customers each week. Capgemini is one of the world’s foremost providers of consulting, outsourcing and technology services.
The new multi-channel CRM capability will enable Morrisons to build stronger customer relationships by better understanding and satisfying the individual tastes, preferences and shopping habits of its customers. This will allow Morrisons to target customers with more relevant and personal offers, develop new product ranges and run more effective marketing programmes. It is a key foundation in the supermarket group’s multi-channel strategy, which will see the expansion of new and enhanced products and services to both existing and new customers via multiple channels.
At the heart of the new multi-channel solution is Salesforce CRM, the world’s #1 CRM application, which feeds customer data directly into the newly implemented digital marketing, social media and analytics tools within the new solution. This data is gathered from customer communications via phone, email, web, letter and social media with both Morrisons and Kiddicare (the online baby specialist retailer which Morrisons acquired in 2011, and which is now into its nationwide 10-store bricks-and-mortar expansion). Capgemini completed the design and implementation of the solution in less than nine months, and the subsequent roll-out has now completed across the whole Morrisons store estate and the new Kiddicare stores. This implementation will ultimately help the supermarket group to offer a consistent cross-channel shopping experience.
Nick Collard, Group Marketing and Customer Director at Morrisons, said: ‘Having instant access to customer data in Salesforce will help us better understand our customers and focus on what really matters to them. Capgemini has been the enabling partner in this programme, and it has been a pleasure to work in close collaboration with them.’
In addition to implementing the new multi-channel CRM solution, which itself involved multiple integrations between the new digital applications, Capgemini was also responsible for integrating it with multiple existing IT applications at Morrisons and for the smooth migration of several million customer records. The new solution, used predominantly by Customer Service Advisors in head office and stores and by the digital marketing team, replaces a mixture of earlier-generation technology and manual processes previously used to handle customer relationship management.
Sherif Choudhry, Global Head of All-Channel Experience at Capgemini, said: ‘We are delighted to have helped Morrisons achieve this important milestone in their digital transformation and look forward to a continued relationship with them in the further development of their multi-channel and customer-centric business strategy.’
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