Single View of Customer Data - Unifying Digital Experience and CRM to Power Smarter Member Engagement
RDA partnered with a leading U.S. banking association and payments organization to modernize its member data ecosystem. The organization delivers core payment systems and serves as a key voice in financial regulation, research, and industry advocacy.
To better support its members, the client needed to transform disconnected systems into a unified, data-driven engagement platform.
The Challenge
The client’s CMS and ecommerce platform served as the primary channel for delivering thought leadership and professional development training. While effective at distributing content, the platform operated in isolation from the organization’s CRM.
This created critical limitations:
- No 360-degree view of member activity
- Inability to segment audiences effectively
- Limited visibility into order history and engagement behavior
- Fragmented reporting across departments
Compounding the issue, two business units were operating on separate, non-integrated CRM systems:
- A newly acquired unit on a legacy CRM
- An existing unit with low Salesforce adoption
Data silos were driving inefficiencies, limiting marketing effectiveness, and increasing operational costs. The organization needed a unified platform to harmonize processes, centralize data, and support scalable growth.
The Solution
RDA led a comprehensive discovery and alignment effort across both business units. Through stakeholder interviews and collaborative workshops, we:
- Defined shared business requirements
- Standardized processes across departments
- Established governance and adoption strategies
- Designed a harmonized Salesforce architecture
Platform Integration
RDA integrated Sitecore (CMS) with Salesforce to capture real-time digital interactions, including:
- Member sign-ups
- Course registrations
- Product purchases
- Engagement activity
This integration enabled marketing to move from broad communications to data-driven personalization.
Data Consolidation & Migration
RDA conducted a full audit of the legacy CRM, extracted and transformed the data, and mapped it into the Salesforce domain model.
Post-migration, the organization gained:
- A centralized, clean dataset
- Unified reporting and analytics
- Improved internal collaboration
- Reduced system redundancy
The Results
The new business unit was successfully onboarded into Salesforce, and the legacy CRM was decommissioned.
The impact:
- Reduced operational costs
- Increased Salesforce adoption
- Improved internal efficiency
- Enhanced member visibility across the full lifecycle
- Data-driven marketing segmentation and personalization
The organization now operates with a true single view of the customer, positioning it to scale, innovate, and better serve its members.