Enhancing customer experience with a strategic MDM programme at Specsavers

Company Global optometrology and audiology leader

Industry Opticians & Retail

Cynozure’s work has stood the test of time and is still as relevant and pertinent today. It forms the core bedrock of what we are delivering. Furthermore, Cynozure have been flexible and supportive to our evolving requirements, adapting to what we needed as a team.

Helen Mannion, Chief Data Officer, Specsavers

Overview

Cynozure supported Specsavers to define and implement their strategic master data management programme foundations.

Business challenge

Specsavers are global optician and retailer with over 2500 businesses across 11 countries and over 41 million customers. They have been a family-run business for over 40 years and operate through a partnership model.

Customers today increasingly expect a seamless and convenient experience, looking for simple, convenient and accessible ways to buy. For retailers such as Specsavers it is crucial to provide a flexible, responsive approach to meet customers ever-changing expectations.

Cynozure were chosen by Specsavers as a partner for our experience, frameworks and ability to help with not only the MDM strategy and design but also in programme development. This has led to opportunities to enhance Specsavers ability to provide a personalised and seamless customer experience and optimise operations.

How Cynozure helped?

With our experience in the retail sector alongside our Data Management expertise; Specsavers through their CDO Helen Mannion engaged Cynozure to help define and implement a master data management (MDM) strategy and develop the accompanying programme. Across a number of engagements Cynozure has worked closely with Specsavers to:

Document the current Specsavers data management landscape, benchmarking capabilities through a maturity assessment
Produce a tailored Master Data Management strategy to give Specsavers people clarity and understanding what is needed to underpin strategic business initiatives
Develop pragmatic overarching roadmaps and detailed plans defining the practical steps and considerations to achieve business goals
Create data architectural models to establish a common language and understanding for the business across customer and product

The outcome

From this partnership, Specsavers have better visibility of the challenges and a robust plan that’s enabling them to achieving a joined-up customer experience.

It’s allowed them to engage key stakeholders responsible for customer and product data, find a common language to talk about these areas and secure their buy-in to the importance of good data management.

Working with Helen and the Specsavers team has been a fantastic experience. Combining their vision for creating seamless customer journeys, with the strategic data assets we’ve developed together, has been remarkable. I’m incredibly proud of how our teams have collaborated and adapted as their needs evolved. True partnership!

Jason Foster, Founder & Chief Executive Officer, Cynozure