CRM optimization using a data mining approach for an online grocery delivery platform

The task was to conceptualize and present a data mining strategy for a company to use against their CRM, to identify options and alternatives, and to highlight a recommended solution to the business’ specific use case, an online grocery delivery business who seeks customer retention and loyalty in return for services.
data mining
CRM
customer churn
business use case
business intelligence
Published

November 10, 2021

Concept

Bring, an online grocery delivery platform that provides ultra-fast delivery of varied products to customers’ doorstep. The business model is centered around a mobile app that allows users to make orders, track deliveries, and subscribe to repetitive shipments of groceries. The advantage of this platform is speed, allowing users to receive deliveries in as little as 10 minutes. Fast deliveries are enabled by strategically placed warehouses and AI technology to guarantee freshness and quality.

CRM Optimization

In the grocery delivery service sector, customer satisfaction begins with a positive experience from using the platform; customer satisfaction should be maintained throughout the delivery process and kept even after products have been delivered. In order to focus our CRM strategy on customer retention, it is important to identify the type of customers that are using this platform in order to create a customized experience for them. To have knowledge of which user profile is more likely to keep paying for subscriptions to our service, we should divide users into separate groups for analysis. Finally, to ensure loyalty of our brand, we need to collect the right data in our CRM process and use data mining to transform that data into knowledge about our customers. Data mining technology can optimize our CRM systems by focusing on the following core questions: How do we know which customers will churn? How do we guarantee satisfaction in initial and subsequent uses of the platform? How do we keep customers loyal to our brand?

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Footnotes

  1. Since writing this report, Google Data Studio has been integrated with Looker, becoming one platform.↩︎