Optimising CRM operations for the World’s Largest cosmetics company in SAPMENA with Google Cloud SQL, Salesforce Marketing Cloud and CPR Vision Management
Our client, the world’s largest cosmetics company, operates across multiple categories, including skincare, sun protection, makeup, perfume, hair care, and hair color. With a strong presence across SAPMENA (South Asia Pacific, Middle East & North Africa), the entity headquartered in Singapore was created in 2021 to focus on growth in these fast-growing economies, requiring robust CRM solutions to support its digital engagement and e-commerce operations.
The challenge
With a diverse portfolio and a rapidly expanding digital footprint, our client needed a seamless and efficient CRM operations framework to manage customer interactions and marketing automation. They required:
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Centralized oversight of multiple CRM systems (Google Cloud SQL, Salesforce Marketing Cloud, CPR Vision)
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Effective transition of CRM projects to operational teams
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End-to-end data integrity across all platforms
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Unified IT support across multiple business units
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Reliable peak season support to ensure system stability
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ITSM compliance and streamlined process migrations
Our solution
To address these challenges, our team implemented a comprehensive Service Delivery Management approach, ensuring smooth CRM operations across SAPMENA. Our engagement included:
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CRM Systems Oversight: Managed three CRM platforms (GC SQL, SFMC, CPRV) for IT operations across SAPMENA over 20 brands and over 100 Business Units, ensuring operational efficiency and alignment with the client’s business objectives.
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Operational Transition Management: Facilitated the seamless transition of CRM projects to operations, optimizing handovers and ensuring in-depth knowledge transfer.
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Data Integrity Assurance: Maintained system-wide data accuracy, ensuring end-to-end quality across all CRM platforms.
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Cross-Functional Coordination: Acted as a central IT support unit, liaising between teams to ensure a unified approach to CRM system management.
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Peak Season Support: Implemented proactive strategies to maintain system stability and ensure high availability during peak shopping periods.
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ITSM Compliance & Tool Migration: Standardized IT service management (ITSM) processes and led tool migrations across various regions to enhance efficiency.
Achievements unveiled & impact
Through our dedicated digital makers engagement spanning 1.5 years, we delivered measurable improvements in CRM operations:
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Optimized CRM Operations: Led post-go-live support for e-boutique websites and e-commerce platforms like Shopee and Lazada, ensuring seamless customer experiences.
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Vendor Governance & Support Management: Enhanced vendor operations, ensuring SLA adherence and improved response times across IT operations.
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Cross-Functional Collaboration: Strengthened integration between key teams, including OMS, Front-End, Back-End, and WMS systems, reducing incident response time.
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Performance Monitoring & Transparency: Conducted regular vendor assessments to maintain high service quality and enhance transparency between business units and IT teams.
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Cost Optimization: Negotiated vendor contracts to reduce operational costs while maintaining superior service standards.
Driving digital excellence
By ensuring seamless CRM operations and robust system integrations, we have empowered our client to deliver a superior customer experience, enhance their digital transformation journey, and maintain market leadership in SAPMENA. Our expertise in CRM service delivery continues to drive operational excellence, ensuring that our client’s global ambitions are fully supported by scalable and efficient IT solutions.