Case Study: CRM System Upgrade, Data Mapping, Cleansing & Migration for 500+ stores
Company: Multinational Perfumes & Cosmetics Organization (Global Luxury Group)
Timeline: 2005–2011
Role: System Analyst / Regional Project Manager
Regions: China, Hong Kong, Macau, South Korea, Taiwan, Thailand, Malaysia, Singapore, Australia & New Zealand
Scale: 500+ stores, 1,000+ POS terminals, 3 brands
Overview
Led a multi-year Asia-Pacific CRM system upgrade across 10 countries and 3 brands, moving from a legacy platform to an integrated POS-CRM solution supporting 500+ stores. The initiative strengthened retail operations, loyalty programs, data quality, and marketing engagement.
Scope and Responsibilities
Key Responsibilities:
Owned end-to-end project delivery: scope, planning, RAID management, timeline tracking, vendor coordination, and stakeholder communication.
Coordinated with business stakeholders and retail operations to confirm requirements, secure budgets, and manage regional prioritisation.
Managed pilot deployment and full rollout for all markets, including go-live support and BAU handover.
CRM System Upgrade:
Transitioned from legacy CRM to a POS-integrated CRM platform with enhanced loyalty functionality.
Delivered new loyalty program rules and marketing integrations, including direct integration with China’s CRM agency.
Ran RFP and vendor selection, performed gap analysis, led development follow-up.
Managed unit testing, integration testing and supported UAT execution.
Developed training materials and delivered user training across multiple countries.
Data Mapping, Cleansing & Migration:
Designed the data mapping of data transformation from legacy system to the new CRM.
Led and performed extensive data cleansing to resolve incomplete, duplicated, or mis-formatted customer records.
Led migration test cycles, production cutover, and post-migration validation for all markets.
Tools & Technologies
POS / CRM: Infoware
Marketing Agency: Arvato
Platforms: Windows, SQL Server, Replication, SFTP/FTP
PM Tools: Excel, PowerPoint, Word, Conference calls
Key Challenges & Solutions
Multi-Country & Multi-Brand Prioritisation: Built business cases and ROI models to secure investment and align deployment order across brands.
Time Zone & Regional Communication: Scheduled staggered workshops (early/late) to keep global stakeholders aligned.
Localisation Requirements: Used pilot rollouts and limited country-specific customisation to build confidence before mass deployment.
Complex Regression Testing: Implemented structured release testing to protect local configurations while enabling global enhancements.
Poor Data Quality: Conducted multi-round cleansing and validation, improving customer data integrity and loyalty reporting.
Result and Business Impact
Enabled rapid business growth in China through CRM–marketing agency integration
Improved customer acquisition and loyalty tracking across 10 markets
Enhanced visibility of customer purchase history and campaign performance
Delivered cleaner, centralised customer data for marketing and analytics
