Lacoste
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The Overview
Luxury fashion brand Lacoste needed to implement a comprehensive 360° customer view platform across their global operations, with particular focus on bridging European headquarters' requirements with Asian market realities. The €2M project demanded strategic oversight to ensure seamless integration between Western CRM practices and Asian customer engagement models.
The Challenge
Strategic Alignment:
Harmonize European CRM strategy with Asian market relationship dynamics
Bridge communication gaps between French headquarters and Asian teams
Adapt global customer view requirements to local market needs
Technical Complexity:
Integrate diverse customer touchpoints across cultural contexts
Ensure data compliance across European and Asian regulations
Maintain system consistency while accommodating regional variations
Organizational Dynamics:
Coordinate 30+ team members across multiple time zones and cultures
Manage expectations of 20+ stakeholders with different cultural approaches
Navigate both Western and Asian business decision-making processes
The Approach
Cultural Bridge Strategy:
Developed hybrid project management framework combining Western structure with Asian flexibility
Created culturally-sensitive communication protocols
Established cross-cultural stakeholder engagement model
Risk Management:
Implemented cultural risk assessment framework
Developed market-specific contingency plans
Created culturally-appropriate escalation pathways
Change Management:
Designed culturally-adapted training programs
Created localized adoption strategies
Established multi-cultural support networks
The Solution
Strategic Implementation:
Customized CRM platform reflecting both global standards and local practices
Developed unified customer view accommodating cultural differences
Created flexible reporting structure respecting various business cultures
Cross-Cultural Integration:
Implemented bilingual system interfaces
Established culturally-sensitive data collection methods
Developed market-specific customer engagement models
Quality Assurance:
Created culturally-aware testing protocols
Established multi-regional quality standards
Developed market-specific success metrics
Conclusion
Quantitative Achievements:
Delivered €2M project on time and within budget
Achieved 95% user adoption across all regions
Trained 500+ employees across multiple cultures
Unified customer data from 12+ touchpoints
Strategic Outcomes:
Successfully bridged European and Asian CRM practices
Created replicable model for global-local integration
Established sustainable cross-cultural governance framework
Long-term Value:
Enhanced global-local collaboration capabilities
Improved cross-cultural customer engagement
Created blueprint for future international implementations
Lacoste's successful CRM transformation demonstrates the power of strategic cultural oversight in global implementations. By bridging European enterprise standards with Asian market practices, we created a solution that serves both global objectives and local needs.
