We conducted stakeholder interviews within the organization, analyzed the CRM data, and organized workshops to discuss solutions and recommendations. Meanwhile, we also reached out to current and potential CRM partners. This was an essential process to understand how they view the Samaritans brand and what they want from a CRM partnership.
Creating a CRM value proposition would be incomplete without taking in the end consumers’ opinions. For this purpose, our team organized an online consumer research which provided valuable insights. We gained a better understanding of consumer viewpoints on Samaritans, CRM campaigns, potential partner organizations, and expected price premiums.