Shell

Transformational CRM delivers simplicity worldwide

The Client

Shell began as a small trading company in London, importing seashells to cater for the growing trend of using shells in interior design.

Today, they are one of the world’s largest independent energy companies, operating in more than 70 countries. Central to their success for more than a century has been their ability to innovate and adapt to changing customer needs.

A revolutionary partnership

Global B2B CRM arm needed a partner who could navigate through their organisational complexity and cleanse and unify their data.

We decided to do something that shouldn’t seem so revolutionary: we committed to a genuine partnership

  • We resolved to focus on solving underlying issues rather than build workarounds.
  • We identified numerous data challenges and put in place business logic to deal with these using a ‘fix once’ approach.
  • We worked hand in hand with Local Markets rather than imposing solutions.
  • We simplified reporting by using PowerBI to provide a single access point for all customer dialogue reporting.
  • We’ve rebranded Global Marketing as Customer Dialogue – a brand new way of working across the world.

What our client said

“I started 2019 by welcoming Edit as our new full service CRM agency, and we’ve spent the year redefining what great data-driven CRM should look like.”

Aisha Anderson,
Global CRM & Acquisition Manager, Shell