CRM strategy / Academic project
Rogue Wave CRM Build
Turning customer data into stronger retention
Academic projectCRM strategy and dashboard concept
- Sample total customers
- 3,420
- Sample repeat-visit rate
- 41.2%
- Sample loyalty members
- 1,580
- Sample average spend
- $7.85
An academic CRM implementation concept. The dashboard values are illustrative figures used to explain reporting and management decisions; they are not verified operating results for Rogue Wave Coffee.
The challenge
Create a practical relationship-management system that connects useful customer data to retention, loyalty and timely follow-up.
My role
I co-developed the revised business focus, customer journey, segmentation logic, CRM fields, automated workflows and dashboard explanation.
What I delivered
- Customer persona and journey map
- Behaviour-based customer segments
- CRM data fields and automation logic
- Staff responsibilities
- Dashboard measures and management use cases
Strategy into decisions
How I approached the work.
Tie data to a decision
Purchase history, visit frequency, loyalty status and campaign activity each support a specific segmentation or communication action.
Map the full relationship
The journey connects awareness, first purchase, follow-up, repeat visits, loyalty, inactivity and re-engagement.
Make the dashboard useful
The proposed view helps a manager identify retention gaps, review loyalty adoption and decide which customer groups need attention.
Project outcome
Created a practical CRM plan that explains how customer information can become relevant communication and useful management reporting.
How success would be measured
- Retention
- Repeat-visit rate and time between purchases
- Loyalty
- Membership, activity and reward redemption
- Communication
- Email engagement and offer redemption by segment