SPECSAVERS a joint partnership between data and analytics practitioners . This shift will create an environment where everyone has the opportunity to become an analyst .”
Tina Christison is quick to agree : “ We are working to improve the effectiveness of our CRM activities , and the key enabler to that is data . We want to have better access to our customers ' data to enable us to deliver relevant messages across all the communication channels that we have , and we want to be able to effectively evaluate that activity and assess how it helps retain our existing customers and make it easy for them to buy more regularly from us . So data and technology play a huge part in the ongoing development of the business .” Now , for example , customers may book online , and are automatically reminded
TINA CHRISTISON
TITLE : CRM AND ANALYTICS DIRECTOR COMPANY : SPECSAVERS INDUSTRY : RETAIL LOCATION : UNITED KINGDOM
Tina has worked in CRM and analytics for over 20 years working within financial services , CRM agencies and loyalty management . She joined Specsavers in 2017 and has led the implementation of Adobe as their global CRM campaign management tool . Her role encompasses their sharing of best practice in Marketing Technology , Analytics and CRM across the 11 countries Specsavers operates .
EXECUTIVE BIO
“ We are working to improve the effectiveness of our CRM activities , and the key enabler to that is data ”
TINA CHRISTISON CRM AND ANALYTICS DIRECTOR , SPECSAVERS
beforehand at the same time being told exactly what to expect , what they need to bring , and how long the appointment is likely to take . This has reduced no-show and cancellation rates by 15 %, she says .
Reaching across the business Despite its marketing successes over the years , Helen Mannion found an organisation where data was held locally rather than centrally , with much analytics work being outsourced to third-party agencies . “ There was an appetite to use data , but little opportunity . We have implemented a new data platform using Microsoft Azure and Power BI to visualise and analyse that data . In partnership with Tina ' s team , we have added predictive modelling in our CRM activity so we are moving steadily into more advanced data science areas .” With some 70 % of customer data now migrated to the new platform and growing number of users across the business and supply chain , the culture around data is changing fast , she says , with training programmes in place to give staff the skillsets they need .
The work of Helen Mannion ' s team is reaching every part of the enterprise . In finance . For example , legacy recording processes had built up over time , largely based on Excel and Access . “ Just a single process , to deliver an invoice , for example , can have multiple semi-manual processes within it , but much of that can be automated ,
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