New Customer Data Model
The situation
The client needed a customer data model that was not limited by their existing systems. Their current setup reflected how data had been collected historically, not how the brand wanted to operate in the future.
The opportunity
To introduce a new, future-facing approach to customer data that worked with existing systems rather than replacing them.
How we made it happen
We used our experience and familiarity with customer data models to develop a new model that would be compatible with the client’s existing hospitality applications. We also ensured that there was plenty of scope for it to act as a central hub for future systems and workflows, supporting the client’s journey from being a luxury hotel brand to being a luxury lifestyle brand.
What changed
- The data model now guides customer experience and personalisation decisions
- Stakeholders use it to understand how future customer data should be structured
- Technology choices are made against a clear reference model
- New systems can be added without rethinking the core data structure
Why it matters
A clear data model makes growth and change easier. With a shared view of what customer data should be, the business can evolve its systems and experiences.
