How Dixons Carphone overhauled its CRM programme

When Saul Lopes joined Dixons Carphone as head of CRM almost a year ago, the business was at the beginning of its transition from being a discount-heavy retailer to having a more customer-centred CRM strategy.
This wasn’t the first time he had joined a company in need of a CRM overhaul. In his previous job at Virgin Holidays he wanted to kick off a major transformation of how the business used CRM.
He presented a “lovely, shiny” business case to his boss, asking for millions to