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Ica van Eeden

Associate Director

Ica is an expert in the art and science of Customer Management (CM) transformation for large enterprises. She has more than 20 years of experience across various industries that ranged from defining their customer strategy to implementation and operations. Always focused on initiatives that are based on solid customer insights to innovate and better align a company to its customers needs and expectations.

Ica has been pivotal in initiatives that ranged from transformation of a company’s culture to align with, and ensure consistent brand experiences;  the implementation of large CRM technology and data solutions; alignment of customer journeys at various touch points; moving companies (their marketing and service functions) into a digital and ecommerce capability; process re-engineering and operational improvements for cost saving , loyalty and reward initiatives, to robust customer feedback and insight capabilities. Her passion for research and customer data analysis to extract new insights and behaviours helped to ensure improved and relevant marketing, segmentation, product and campaign design. She has a rare ability of being a highly creative, big-idea person, yet practical and understand that the “devil is in the detail”. Due to her time spent in operations, she understands the importance of implementation, communication, people management and change.