Pillar · Digital Commerce, Apps & Experience
CRM, Customer Service & Contact Center
One customer view across brands, countries and channels — and a service case that knows the order.
What is at stake for the CIO
Customer 360 rarely fails at the CRM. It fails because the order sits in ERP, the history in commerce, the identity in loyalty and the case in the service tool — and because nobody decided which of those four truths wins.
The question behind it
Where does customer data live authoritatively, and what does service see when the customer calls?
- 1Customer identity
- 2Order and history
- 3Service case
- 4Answer in the channel
Systems and processes
- CRM architecture and the customer data model
- Customer 360 questions across brands and countries
- Customer service platforms
- Contact centre solutions
- Case and service management
- Integration of commerce, CRM, ERP and service
Decisions that go wrong most often
- Every brand gets its own CRM, and the group pays for the merge twice.
- The service case knows the customer but not the order — so the customer is asked instead.
- Consent and customer data ownership are settled only after the rollout.
- The contact centre is run as a telephony project rather than as part of the customer architecture.
Decisions FirstRetail prepares
- 1Which system holds the authoritative customer identity and how brands reach it.
- 2Which service cases need what access to order and stock data.
- 3How far the customer experience is unified without flattening brand differences.
- 4Which service capability is bought and which is integrated.
Where the experience comes from
Head of Retail Technology, CRM and eCommerce in an international luxury group, reorienting customer service through contact centre and service management solutions, and integrating commerce, retail, CRM and service on one shared platform.
Every name here stands for historical delivery experience from completed programmes. None of them is an endorsement or an indication of a current client relationship. I do not display logos; that would need a permission I do not have.
Other fields in this pillar
Commerce & Omnichannel
Online and store as one business — with one truth for product, price, availability and order.
Enterprise Apps, Fiori & Mobile
Applications for customers and staff, cleanly separated from the logic they sit on.
Digital Product & Platform Leadership
Platform rather than point solution — with roadmap, release governance and teams that deliver.