A coalition of consumer associations operating in Belgium, Italy, Portugal, Spain, and Brazil, actively advocating for consumer rights, promoting market fairness, and ensuring consumer safety. The organization provides a range of services to support consumers in navigating legal and market challenges.

The organization sought to shift from a product-centric to a customer-centric approach but faced several hurdles. These included the absence of a lead management system, limited integration between offline and online channels, and a lack of a 360° customer view, which impeded effective targeting. Additionally, a weak loyalty program and manual processes for customer journeys, segmentation, scoring models, and loyalty tracking hindered their ability to build strong customer relationships and improve engagement.

We transformed the organization’s customer management and marketing processes by implementing a centralized CRM using Salesforce Service Cloud to manage all leads and customer interactions. Marketing Cloud was integrated with the CRM for seamless automation of targeted campaigns and enhanced lead nurturing. A 360° customer view was established, centralizing customer data to provide comprehensive insights into preferences and behavior. We also launched a loyalty program to incentivize repeat business and foster long-term customer relationships. By optimizing the IT architecture, we simplified operations and laid the foundation for future growth. These improvements led to reduced churn rates, increased win-back success, enhanced customer satisfaction (CSAT/NPS), and more effective lead capture and nurturing.