Business Case

Digital ecosystem and multichannel synergy

The challenge

A European leader in B-to-B VAD wants to improve its knowledge of the customer and the messages addressed to them. He also wishes to develop multi-channel synergies by accelerating digital transformation and optimizing the management and allocation of investments

Our approach

  • Carrying out a diagnosis of the current system and defining the target organization
  • Creating a multi-channel Marketing and Sales Department integrating all on and offline communication channels
  • Developing a multi-channel customer knowledge centre
  • Writing all job descriptions
  • Defining the transition plan and supporting the teams in this plan

« By changing our communication model and creating a pole dedicated to messages addressed to our customers, we have considerably improved the effectiveness of our customer communication. »


  • Transition from product-oriented to customer-oriented communication
  • Collective awareness by teams of the strategic challenge of customer knowledge
  • Improved efficiency of customer communication through more consistent messages : elimination of duplicates and contradictory messages