Optimised components for CRM

Live Environment.
High-volume.

Charlotte Tilbury EMEA

CRM Operating Model Programme

Designed to standardise customer experience, enforce quality assurance, and reduce time to market across a high-volume, multi-market CRM environment. Accessibility, segmentation, QA, and production speed were built into the system itself, not dependent on manual checks or individual team knowledge.

CRM · Personalisation · Design Ops
Accessibility by Default Standardised Experience
Segmented at Scale Controlled Variation
Always‑On QA Governed Delivery
The Operating Problem

Scaling without scalable delivery

As CRM volume increased across BAU, automation, and loyalty programmes, delivery became constrained by production rather than demand.

Constraint
BAU + Automation
High‑frequency BAU and automated sends.
Requirement
Mobile‑First
Performance standards across devices and clients.
Complexity
Live + Localised
Accessibility, live‑copy constraints, and multi‑market localisation during peak trading.
The Solution

CRM Delivery Operating Model

A component-based operating layer designed to standardise CRM delivery while allowing controlled variation across markets, programmes, and use cases.

Modular Component Library

Standardised CRM components designed for reuse across programmes, markets, and use cases.

Operating Layer

Defined components that are assembled, governed, and deployed within live CRM operations.

Emarsys Trello Jira

Controlled Variation

Segmentation by customer group and programme without fragmenting delivery or experience..

Usage Patterns

Components are combined to maintain consistency across BAU and automation.

Live-Copy Builds

Separated content from structure to allow rapid updates without redesign or rebuild.

Use-Case Separation

Distinct seperation between BAU, NPD, and loyalty to prevent overlap and risk.

Focus

Not campaign output, but consistent delivery at scale.

SLA-Driven Delivery

Production thresholds for BAU and high volume periods.

✓✓✓

Accessibility-First

Build standards designed for readability and compliance.

Inside the System
Inputs
MCL
Modular Components
TPL
Template Library
CNT
Content Blocks
Operating Layer

CRM Component System

Accessibility

WCAG standards enforced

QA

Built-in quality checks

SLA

Production thresholds

Outputs
BAU Campaigns
Automation
Loyalty
1
Component System
→
3
Programme Types
→
5+
Markets
=
Controlled Scale
Without Fragmentation

Customer Experience

Consistent rendering, improved accessibility, clear content hierarchy across programmes.

Quality Assurance

Reduced QA overhead, lower risk during peak trading, improved deployment confidence.

Productivity

Reduced production time, faster BAU turnaround, instant copy changes without redesign.

The Platform

A platform. Not a campaign.

Template layout overview Template layout details

Modular Component Library

Component system for CRM content.

Usage Patterns

Defined governance rules and usage standards.

Accessibility‑First

Build standards designed for readability and compliance.

Live‑Copy Builds

Optimised for performance and searchability.

SLA‑Driven Delivery

Clear timing model for BAU and automation.

Use‑Case Separation

Distinct patterns for BAU, NPD, and loyalty.

Programme Delivery

Designed to operate under live conditions.

The platform was introduced in phases to avoid disruption to live CRM operations while supporting immediate delivery and long‑term optimisation.

01
Phase 1 2 Months

Platform Definition

Platform definition and governance alignment.

Focus Definition
Output Governance
Model Aligned
02
Phase 2 6 Weeks

Component Build

Component build and validation in situ.

Focus Validation
Output Components
Model In‑Situ
03
Phase 3 6 Weeks

Controlled Rollout

Controlled rollout ahead of peak trading.

Focus Stability
Output Release
Model Controlled
04
Phase 4 Ongoing

Live Optimisation

Ongoing optimisation through live usage.

Focus Iteration
Output Refinement
Model Live
Operating Outcomes

Operating outcomes.

Customer Experience

  • Consistent rendering across devices and clients.
  • Improved accessibility and readability.
  • Clear content hierarchy across programmes.

Quality and Reliability

  • Reduced QA overhead through standardised components.
  • Lower risk during peak trading periods.
  • Improved confidence in live deployment.

Delivery Productivity

  • Reduced production time per send.
  • Faster turnaround for BAU and automation.
  • Improved collaboration across teams.

Results

Performance outcomes that reflect sustained engagement and measurable lift from the optimised CRM component system.

0
%
Maintained Click‑Through Rate
Sustained CTR across CRM and BAU sends.
0
%
Time Spent on Emails
Increased from ~2s to ~9s with optimised layouts.
0
%
Conversion Rate
Email traffic uplift to site from template improvements.