Test customer value before committing to development

The Mindbox interview describes how a 20-person CRM and loyalty function works with product and engineering. Customer research, a backlog of about 80 hypotheses and experiments with control groups connect business priorities to development decisions.

The subscription example is especially concrete: assemble a first version from existing capabilities, pilot it in one city, expand the test and interview actual buyers before a broader launch. Personal Price follows the same discipline of experimentation and purchase-level economics.

Role and contribution

Mikhail is interviewed as the leader of CRM and loyalty; product and engineering responsibilities remain distinct from his 20-person function.

Decisions and operating model

• Select hypotheses by customer pain and expected metric impact.
• Validate with control groups before allocating substantial development resources.
• Use pilots and buyer interviews to shape the next version.

Result in context

The 40% higher OneRetail average order value is a comparison of customer cohorts in H1 2021, not a causal uplift estimate. It is not added to the separate Personal Price conversion results.

Explore the source

• Interview · team, control groups and subscription pilots

Where this applies

For senior CRM mandates requiring prioritization, unit economics and cooperation with product and engineering.