Phil Olivieri

Phil is a principal and senior consultant at PDO Associates, an independent full-service Customer Relationship and Loyalty Management consulting firm based in Markham, Ontario.

Phil works with tier one companies to plan, design and implement optimized customer relationship and loyalty management strategies that ensure consistent customer experiences across the enterprise that drive acquisition, retention, growth and business results, while ensuring that the budget is directed where it delivers the most value to customers.

He also helps companies optimize customer interactions across touch-points, departments, lines of business and regions to maximize the value of every customer interaction and provide an enhanced and consistent customer experience. When operated efficiently and effectively, implementation of the right customer experience contributes directly to customer and shareholder value.

As a proven and recognized CRM expert, Phil enables companies to leverage actionable customer insights obtained through behavioural analytics and attitudinal research in order to drive a deep understanding of the customer, their needs and how to differentiate the brand from competitors through relevant, meaningful, timely and targeted customer communications.

Prior to forming PDO Associates in 2008, Phil lead CRM for highly respected Canadian companies in the retail, telecom and communications sectors where he developed CRM strategic plans and business case-based enabling technology roadmaps.

At Hudson’s Bay Company, Canada’s largest diversified retailer, he was responsible for CRM Strategy, Insights and Analytics. He championed the integration of customer intelligence and knowledge across Hbc’s primary banners and business units, including Merchandising, Store Operations, Marketing, Credit and Rewards and delivered customer relationship management strategies based on actionable insights and go-to-market customer marketing solutions.

As head of Knowledge Creation at Sprint Canada, Phil spearheaded the creation of customer knowledge and the delivery of actionable behavioural and attitudinal insight to influence and impact business decisions. He was responsible for Database Marketing & Analytics, Market Insights & Research, Business Intelligence and Competitive Intelligence functions.

Prior to Sprint, he was also a CRM pioneer at Rogers Cable where he was responsible for Database Marketing & Analytics within the Sales and Marketing department. Phil managed all database marketing and analytics activities, projects and initiatives for Rogers Cable & Rogers Hi-speed Internet in support of customer acquisition and retention programs.

Prior to his client-side work experience, Phil worked for agencies and professional service providers in the direct marketing industry.

Phil is currently an Executive Vice President at The Association for the Advancement for Relationship Marketing (AARM) where he is a senior instructor for AARM’s P.CRM certification course.

Phil has written several white papers and articles including “Successful CRM in a Down Economy” (Article in DMN March 2009), “The Role of Culture in Marketing & Analytics” (Presentation for the CMA in 2007), “Customer Lifecycle Management” (White Paper published by AARM in 2005) and “CRM Strategic Planning” (White Paper published by AARM in 2004).

Phil holds an Honours Bachelor of Arts in Business Administration (Marketing and Economics) from Brock University located in St. Catherine’s, Ontario. He also holds a P.CRM designation from AARM and is a DataShaping Certified Professional.