The Challenge

Transforming the communications strategy of an organisation as large as DFS isn’t easy. They needed to revolutionise their CRM programme to help them move away from generic, quarterly batch and blast campaigns to encourage a more personal, one-to-one relationship with their customers and prospects.

What we did

To help create a more integrated and consistent brand experience, we identified the common rational, emotional and social aims of brand and of the customers using insight and analytics. We used this understanding to develop a highly personalised communications programme which aligned to our customer experience vision, then implemented a phased introductory approach to minimise any negative effects on trading.