Case Study
Turning Discovery into Direction for CRM Transformation
The Challenge
As part of its broader digital transformation agenda, a leading institution dedicated to collecting, preserving, and sharing Australia’s audiovisual culture and heritage sought to improve how it managed, used, and engaged with stakeholder data. The client needed a clear understanding of current systems, workflows, and business needs to inform the future procurement of a Customer Relationship Management (CRM) solution.
The client’s challenge was to strengthen relationships with collaborators, partners, and the public by ensuring its systems supported data-driven engagement and were aligned with both operational and strategic priorities.
Our Expertise
We led a structured discovery process across three streams: experience, technical, and business requirements. More than 40 of the client’s staff participated in interviews and workshops, providing detailed insight into how stakeholder data was collected, accessed, and used. These sessions revealed inconsistencies, duplication, and gaps in visibility across the organisation.
The Solution
Human-Centred Discovery
Utilised human-centred design, including journey maps and user personas, to capture user needs, behaviours, and challenges, ensuring the future solution aligned with business priorities.Technical System Review
Conducted a parallel review of existing systems, data flows, and stakeholder data to identify integration opportunities, system constraints, and assess which tools needed improvement or replacement.Foundation for Procurement
The discovery concluded with a consolidated set of business and technical requirements, stakeholder maps, and future-state design artefacts, providing a clear foundation for CRM procurement and system planningThe Impact
The client was equipped with the insights, artefacts, and stakeholder alignment needed to make informed decisions about CRM procurement and system integration. The work laid the foundation for a fit-for-purpose platform that supports the client’s long-term goal of improving stakeholder engagement and enhancing access to its collections and services.
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