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Case Study

Large Lifestyle and Fashion Retailer

Gleaning Actionable Insights from Customer Feedback

A large lifestyle and fashion retailer was sitting on a gold mine of customer feedback. They had enormous amounts of data but struggled to convert it into meaningful insights. Their customers had expectations that they were not able to quickly decipher or take action on. This situation could lead to a disconnect between the company and their customers creating a risk of diminished loyalty or increased attrition.

Altimetrik Data and Analytics team was engaged to bring structure to the data and derive meaningful insights that could help the client make informed decisions. Our team of data practitioners built a platform to structure the data, create a single source of truth, and based on various relevant parameters enable visualization for various stakeholders to drive decisions on customer service and product offerings. This led to the creation of loyalty programs and various other tailored customer initiatives.

  • 25% increase in customer satisfaction
  • Higher customer foot traffic in stores through efficient and targeted marketing campaigns
  • Tailored loyalty programs led to increased word of mouth referrals
  • Stronger brand portfolio to better suit the target demographic

Taking an incremental approach to applying data analytics created a sustainable model that provides customer insights that deliver great experiences.

Altimetrik Data and Analytics team took up the task to ensure that data collected across all touchpoints, channels, and areas into a standardized set of information and structures. Our focus and approach to developing data analytics started with data governance as a basis for a larger data solution. Therefore, improving the trust in data by implementing robust cleansing and data quality gates was foundational to making the data usable for development.

We began with a program to correlate their transaction processing (ERP) and feedback collection systems. Then, we built a data mart layer with SAP BW (for ERP data) and Sybase Platform (for MySQL sources)​. Using a BO universe semantic layer, we aggregated the data mart information for unified analytics solutions providing actionable intelligence​. Given the extreme complexity of the system, we piloted with two stores to prove the model. Once we validated the approach, we scaled it quickly to cover the client’s entire network.

Customer feedback became more clear and intelligible, which led to the creation of multiple targeted marketing campaigns and tailored loyalty programs and a strong brand portfolio. We measured a significant increase in customer satisfaction and store foot traffic within a very short period. Having the data and insights made it possible to increase data-based decisions and improved customer satisfaction.

“Understanding customer feedback in real-time is the best outcome a business can achieve, especially in the B2C sector. The challenge is to make humongous amounts of unstructured data flowing through countless sources intelligible and insightful. Altimetrik Data and Analytics Platform are posited to solve this challenge for organizations. We are helping several companies delight their customers by navigating through the data maze and discovering the power of data-driven ideas and decisions.”

Vipul Valamjee

Senior Engineering Leader – Product and Platform Engineering

Digital Business Methodology

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Vikas Krishan

Chief Digital Business Officer and Head of the EMEA region

Vikas (Vik) Krishan serves as the Chief Digital Business Officer and Head of the EMEA region for Altimetrik. He is responsible for leading and growing the company’s presence across new and existing client relationships within the region.

Vik is a seasoned executive and brings over 25 years of global experience in Financial Services, Digital, Management Consulting, Pre- and Post-deal services and large/ strategic transformational programmes, gained in a variety of senior global leadership roles at firms such as Globant, HCL, Wipro, Logica and EDS and started his career within Investment Banking. He has developed significant cross industry experience across a wide variety of verticals, with a particular focus on working with and advising the C-Suite of Financial Institutions, Private Equity firms and FinTech’s on strategy and growth, operational excellence, performance improvement and digital adoption.

He has served as the engagement lead on multiple global transactions to enable the orchestration of business, technology, and operational change to drive growth and client retention.

Vik, who is based in London, serves as a trustee for the Burma Star Memorial Fund, is a keen photographer and an avid sportsman.

Megan Farrell Herrmanns

Chief Digital Officer, US Central

Megan is a senior business executive with a passion for empowering customers to reach their highest potential. She has depth and breadth of experience working across large enterprise and commercial customers, and across technical and industry domains. With a track record of driving measurable results, she develops trusted relationships with client executives to drive organizational growth, unlock business value, and internalize the use of digital business as a differentiator.

At Altimetrik, Megan is responsible for expanding client relationships and developing new business opportunities in the US Central region. Her focus is on digital business and utilizing her experience to create high growth opportunities for clients. Moreover, she leads the company’s efforts in cultivating and enhancing our partnership with Salesforce, strategically positioning our business to capitalize on new business opportunities.

Prior to Altimetrik, Megan spent 10 years leading Customer Success at Salesforce, helping customers maximize the value of their investments across their technology stack. Prior to Salesforce, Megan spent over 15 years with Accenture, leading large transformational projects for enterprise customers.

Megan earned a Bachelor of Science in Mechanical Engineering from Marquette University. Beyond work, Megan enjoys playing sand volleyball, traveling, watching her kids soccer games, and is actively involved in a philanthropy (Advisory Council for Cradles to Crayons).

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