Overview

Philips is a global B2B health tech company serving medical professionals across 100+ markets. Over 60% of CRM contacts were missing key fields, making marketing inefficient and lead qualification unreliable. I led a service design project to create a scalable data enrichment process, testing it across four markets before adopting it globally.

Impact

+15%

Engagement rate

5%

Click-through rate

0.5%

Unsubscribe rate

Challenge

Over 60% of CRM contact records were incomplete by missing critical fields like job title, industry or specialty. This made it difficult to segment audiences, score leads or personalize campaigns. This also meant that contacts hadn't received any emails for a long time - increasing costs for Philips and being out of mind to potentially critical audiences.

  How might we design a low-effort, high-trust service that enriches CRM data without adding new tools,          forms or user frustration?

Solution sneak peek

Together with the Marketing and IT teams, I created a modular email-based process triggered by CRM audits, allowing users to enrich their own profiles in one click without any forms, nor friction, while providing full localization for markets.

Research approach

I combined CRM data analysis, benchmarking and ideation sessions to design a solution rooted in real-world constraints and scalable logic.

CRM audit findings

The CRM data showed 60% of leads had missing fields. That blocked downstream activities like segmentation and personalization. We needed a better way to fill these gaps, especially for leads already in the system.

I flagged the issue to other teams but focused on what we could control: designing a scalable process that works with existing tech.

Competitive benchmarking findings

I ran a competitive benchmarking to get a grasp on best practices. The most used tactic was gated content. However, there were other opportunities such as email, LinkedIn, etc. to be explored. 

Ideation & Strategy

We used brainwriting to collect ideas, then filtered them with a feasibility/impact matrix. I helped guide the team toward a pragmatic direction which would made sense with our CRM system, timelines and user expectations.

Brainstorm & Roleplaying

We explored 10+ enrichment strategies including sales follow-up, LinkedIn prompts, form overlays and email outreach. For some of these ideas, I created prototypes and I led a roleplaying session where colleagues were pretending to be our users to see which idea they liked the most. As we were tight on budget and timing, this session gave us some necessary insights and it was also fun!

Email was identified as the most seamless experience for the user.

Feasibility matrix

Afterwards, I helped guide the team toward a pragmatic direction by creating a feasibility matrix to assess which idea made the most sense with our CRM system, timelines, budget and user expectations.

Email was identified as the lowest lift, highest scalability option.

Trade-Off: Simplicity vs. Completion

We couldn’t list every possible answer in the email due to space and clarity constraints. Some users had to click “Other,” which redirected them to the preference center. While this kept the email clean and scalable, it introduced a second step that likely reduced data completion.

Process flow

I designed a modular flow triggered by CRM audits, with logic tailored to user profile.

Service blueprint

To ensure scalability across markets and teams, I mapped a service blueprint that outlined how frontstage interactions, backstage systems, and internal stakeholders work together. This clarified ownership, reduced roll-out friction and ensured E2E operational alignment.

Pilot & Roll-out

Sketches, wireframes, flows, regional translations - this pilot had it all!

MVP & Final flow

After designing the hi-fi wireframes, I also designed the user flow that we were to follow. As all of us - IT, Marketing, Markets - were aligned, we were ready for the pilot.

Pilot testing & Results

We piloted the flow in four markets: Australia, Latin America, UK and USA - reaching 35% of the CRM database. All emails were localized/translated based on market representatives' feedback. 

5%

Click-through rate              *higher than benchmark

0.5%

Unsubscription rate        *minimal resistance, preserved trust

+15%

Engagement rate                                    *strong interaction with personalized prompts

Final experience

After the pilot's success, the process was implemented globally with all markets adapting the solution and making necessary language changes.

  A low-cost, easily adaptable process where users can enrich their information and finally being able to            receive the content they have been expecting from Philips.

Next steps

This project ended, but these are some areas that I'd explore.

PHASE 1: USABILITY TESTING

Conduct usability tests on our solution and see how we could improve the copy and overall design for further optimization.

PHASE 2: EXPAND PROCESS

Incorporate more touchpoints, such as LinkedIn forms or gated content.

PHASE 3: AUTOMATE DATA MAPPING

Integrate automatic CRM updates based on behavioral data to reduce manual input.

Learnings

As challenging as this project was, it brought some crucial learnings.

DON'T KNOCK IT TILL YOU TRY IT

Having a mindset of "let's test it, it's okay if we fail" is a must-have. Without it, we cannot achieve anything.

PERSONALIZATION DOES MATTER

It may be tempting not to go the extra mile as you may be thinking that the impact will be too little. However, personalization matters so much and the impact can be bigger than anticipated.

KS

Let's create together

Phone: +31628750362
Email: kath.stavrou@gmail.com
LinkedIn: @kathstavrou

© Katharina Stavrou