CRM | CVM | precision customer analytics | loyalty management
Kirill Balashov
20+
years
business experience in Loyalty / CVM / CRM implementation and operational management in large enterprises and banks
30+
businesses
across the Globe from 11 different industries covering both B2B and B2C agenda
15+
years
CRM / CVM / Loyalty management consulting practice including experience with large consulting houses and own practice
55+
projects
realized on 10+ different platforms in business owner’s, project manager’s and external consultant’s roles
Expert with 20+ years business experience in CRM, CVM, customer analytics and loyalty management
20+ YEARS
CRM / CVM / Loyalty implementation and operational management experience in 30+ large enterprises and banks across the Globe (Microsoft, Daimler AG, YUM! brands, France telecom, OTP Bank, Kia Motors, Yamaha, Ferrero Roche and other)
55+ CRM PROJECTS REALIZED
on 10+ different platforms (Siebel, SAS, SAP, IBM, Microsoft, Manzana, Loymax, Mindbox, Bitrix24, 1C and other) as business owner, project manager and external consultant
Experience in 11 DIFFERENT INDUSTRIES
covering both B2B and B2C agenda: QSR, retail, FMCG, eCom, distribution, financial services, IT, telco, services, automotive business, tourism
5 YEARS IN INTERNATIONAL CONSULTING HOUSES
Accenture, KPMG, Deloitte as CRM consultant and CRM projects' leader
12 YEARS OWN BUSINESS EXPERIENCE
in the fields of CRM / CVM / Loyalty consulting, IT and data analytics
PH.D. IN ECONOMICS
obtained in Plekhanov Russian Economical University
CERTIFIED BUSINESS COACH
Erikson Coaching International University
About me
AREAS OF PROFESSIONAL EXPERTISE
include loyalty management, targeted CVM marketing, customers analytics, sales management and related data governance
5 /
Sales management
considering marketing to sales connection, targeted lead generation and pipeline management based on unified sales funnel
4 /
Customer value management
including both trigger based and personal offers to drive customers' activity, purchase frequency, average check, basket breadth and depth and retention
3 /
Data governance
enabling Customer 360 view through comprehensive data standardization, deduplication and enrichment approach
2 /
Precision customer analytics
implement data driven approach based on strategic behavioral segmentation, uncover customers' insights using both retrospective and predictive analytics
1 /
Loyalty management
covering financial, functional and emotional aspects, customer experience optimization, CJM ongoing management and improvement
Provided services
capability audit and consulting, technology implementation support and operational outsourcing
Complex audit
Based on comprehensive maturity model enables CRM strategy, operational model, technological platform and organizational structure assessment to get transparent As Is evaluation, define reasonable To Be state and development plan
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Strategy development
Includes setting CRM objectives and KPIs, defining strategic CRM capabilities required to achieve business results, suitable operational model and infrastructure design needed to implement CRM approach in daily business practice
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Operational model design
Includes business processes design and engineering, business requirements and functional system design, organizational chart and R&R creation
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Implementation support
Used approach of considers technological, organizational and operational aspects based on collected requirements and expectation from both business and IT sides to enable CRM implementation in daily business practice
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Outsourcing services
Enables access to proved expertise, technology and operational team required to quick start and realize any complicated task related to CRM, CVM and loyalty management
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Professional
Analytics driven personalization
Both retrospective and predictive precision customeranalytics aimed to uncover deep customer’s insights hidden patterns and to drive customer’s profitability, retention and CLV based on personalized marketing approach across used touch points and communication channels
4-6% sales growth
Experienced
Grow loyalty and engagement
Use pre defined automated trigger scenarios aimed to address specific purchasing or product usage patterns and manage customer’s lifecycle navigating the customer through welcome phase and preventing churn
2-4% sales growth
Advanced
Lifecycle management
Use pre defined automated trigger scenarios aimed to address specific purchasing or product usage patterns and manage customer’s lifecycle navigating the customer through welcome phase and preventing churn
1-1,5% sales growth
Basic
Enabling personalization
Use direct channels for regular newsletter and similar engagement activities as well as for ongoing marketing activities and regular mass promo support
0,5-0,8% sales growth
Complex audit
STRATEGY DEVELOPMENT
TECH INFRASTRUCTURE, TEAM&DEVELOPMENT PLAN
Target IT architecture and functional design, operational model design, organizational structure and R&R, CRM implementation plan on technological, organizational and operational levels
EXECUTION APPROACH
Design trigger scenarios' and regular personal offers' structure aimed to manage customer’s lifecycle, drive purchase frequency, average check, basket breadth and depth and retention
FUNCTIONAL
SCOPE DESIGN
SCOPE DESIGN
Data governance, behavioral segmentation and segments based strategy, retrospective and predictive analytics, CRM marketing, sales management, marketing to sales connection, reporting
BUSINESS IMPACT
CRM strategy development and synchronization with overall business strategy, CRM KPIs, key value drivers and cost centers, business case calculation and forecast how CRM can affect business growth
BUSINESS PROCESSES AND OPERATIONAL MODEL
CRM functional map: competencies, approaches, instruments and business processes engineering. Business architecture: integration with neighboring business functions
ORGANIZATIONAL CHART AND R&R
Expertise and operational resources needed to create, run and ongoing manage CRM activities. Roles and responsibilities, suitable mix between internal team and external service providers
TECHNOLOGICAL INFRASTRUCTURE
IT platform enabling data governance, segmentation and customers analytics, CRM approaches and business processes automation, dashboards creation
OPERATIONAL MODEL
IMPLEMENTATION SUPPORT
Design and set-up operational model to implement new capability in daily business practice and ensure its adoption
Vendor selection and acting as business owner as well as project manager to ensure required functionality realization and consistent development
Develop IT platform enabling business processes and analytical algorithm automation integrated with used IT landscape
Align with business strategy and stakeholders' expectations, shape target competence covering both functional scope and interaction with other business functions
- Business and IT requirements and restrictions collection
- CRM functional map design
- Target business architecture design
- Implementation plan development
- Workshop with decision makers to align on target model
Results
- CRM functional map
- Business architecture
- Data governance model design
- Functional requirements to CRM system
- Data flows and integration
- requirements
- Non functional equirements
- Functional requirements to
- neighboring systems
Results
- Functional system requirements
- Integration requirements
- Functional requirements to neighboring systems
- Request for proposal creation
- Market study and participants long list creation
- Proposals collection and analysis, short list creation
- Outcomes aggregation and recommendations
- Implementation support in business owner’s and project manager’s roles
Results
- Options comparison and recommendations
- Project’s execution ongoing management
- Use cases development and realization (user acceptance testing)
- Operational model design
- Internal team mobilization and adoption, R&R design
- Go Live planning and ongoing management
- Providing support on in market phase
Results
- Operational model
- Team structure and R&R
- Implementation plan
- Go Live support
DATA ANALYTICS AND VISUALIZATION
- Data marts combining internal and external data
- Dynamic behavioral segmentation
- Both retrospective and predictive analytics automation
- Dashboards creation and automation to visualize data
CRM MARKETING EXECUTION
- Trigger based and personal offers planning, preparation, testing, realization and analysis
- Development recommendations preparation and implementation
LOYALTY PROGRAM ONGOING MANAGEMENT
- Loyalty program’s marketing support, operational execution and ongoing management enablement
- Program’s metrics control and consistent improvement
DIRECT COMMUNICATION MANAGEMENT
- Consistent direct communication in multichannel environment ongoing management
- Ensuring legal requirements and contact policies compliance
CUSTOMERS’ EXPERIENCE OPTIMIZATION
- Formalize and analyze customer’s journey maps
- Conduct regular CES, CSI and NPS researches
- Define improvement areas, initiate and run activities to implement changes, test and scale successful scenarios
CUSTOMERS’ DATA GOVERNANCE
- Data collection, standardization, deduplication, enrichment, storage and regular actualization
- Ensuring customers' data quality considering data completeness, correctness and relevance
OUTSOURCING services
Kirll Balashov
CEO CRM Advisory
CEO CRM Advisory
Get closer to your customers so that you understand what they want long before they even know it themselves
Making complicated things happen
2025 © CRM Advisory, Kirill Balashov
CRM | CVM | precision customer analytics | loyalty management
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