CRM Maturity Diagnostic — Ariane Retail Decision System
CRM Diagnostic

Where does your CRM actually sit?

Most retailers believe they are building a BI system. The data says otherwise. Score your operation across five dimensions and get an honest diagnosis.

~78% of retailers on Path 1
0.8–1.4× true net ROI, media model
2.8–5× net ROI, BI system model
Click or drag each track to score your business from 1 (pure media channel) to 5 (full BI system). Your diagnosis updates instantly.
Overall score / 5
CRM archetype
Est. net ROI multiple
Score all five dimensions above to generate your strategic diagnosis.
Media channel model BI system model
The accounting illusion. The media channel model's 2–6 week apparent payback is built on three distortions: supplier co-funding recovery that masks true cost, inflated attribution that counts sales that would have happened anyway, and ignored margin damage from promotional conditioning. Strip these out and the net ROI is at or below breakeven. The BI model takes 14–36 months to break even — but the return is real, compounding, and structural.
Five structural moves, in the correct sequence. Each builds on the one before. The technology is the easy part.
The honest caveat. These five moves are not technology decisions — they are organisational decisions. The data science capability can be built in months. Getting merchandising and CRM teams to share KPIs and accountability takes 6–12 months of change management running in parallel. Plan for both simultaneously or the BI layer will sit unused while the campaign calendar continues as before.
Two starting points — calibrated to where most businesses actually are, not where the theory says they should be.
Option B — diagnostic session
Map your CRM maturity
A structured conversation using the five-dimension framework to map where your CRM operation sits today, identify the largest commercial gaps, and build a realistic transition roadmap for your specific context and market.
For CEOs, CMOs, and CTOs · Ariane Retail Decision System
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What Ariane Retail Decision System brings to the transition
1
Ariane RDS — the decision engine. Connects CRM data to commercial decisions across assortment, promotions, pricing, and CRM execution. Financial value attached to every recommended action. When a decision is approved, the campaign brief is generated automatically.
2
30 years of retail domain expertise encoded into the system — built by a team that operated in retail markets across Southeast Asia, the Middle East, and Africa, not observed from the outside.
3
Deployed across 15+ markets in high-SKU, high-volume, multi-format environments — the complexity that characterises modern emerging market retail.
4
Founded by a former Carrefour executive. We understand the paradox from the inside. The CRM intelligence in Ariane Retail Decision System is the system we wished existed when operating at scale.