The client was looking to significantly enhance its communication and engagement capabilities delivered through targeted segmentation and multi-channel real-time execution.
The key obstacle to achieving this was an existing legacy CRM system with uneven data quality that hindered the development of personalised communications with citizens.
Fuel was asked to provide business justification to the concept of a new, best-in-class CRM platform.
The Fuel Approach
Working with our sister agency, Transform, Fuel undertook a full audit of the client’s existing CRM capabilities and mapped the road ahead for achieving their strategic vision in areas such as real-time comms delivery & personalisation.
The agreed requirements were then translated into a proposed solution design and operating model, representing the strongest possible combination of digital tools, skills and capabilities needed to realise the vision.
The solution was presented in a strategic business case, laying out an attractive and achievable cost efficiency and performance effectiveness gains case, supported by a clear timeline and alternative routes to delivery.