Northern Rail selects Occam to create joined-up customer relationships
Northern Rail has engaged Occam’s in-house data marketing product to give the train company the right tools to better manage customer engagement. Within the product, Occam will pull together existing data sources from across the network to give a single view of its customers. As additional modules, Northern has chosen to include SugarCRM for customer service and call centre management, as well as Apteco FastStats to build and run the communications programme. The platform will enable Northern Rail’s marketing and customer services teams to visualise and segment customers to execute more personalised and targeted campaigns.
Occam will also be working with Northern Rail to design and implement a Customer Relationship Management programme. The programme will start with an ‘understanding’ phase, a deep dive into the client’s customers and prospects to create a segmentation, and pen portraits that will be used to bring the customers to life. From this, a communications plan will be created to better target future marketing campaigns. A rigorous test and learn approach will be adopted throughout the CRM plan to ensure continuous refinement and optimisation.
Rebecca Blake, Client Services Director, Occam, said:
“Having previously worked with Eurostar and East Coast Rail, Occam has great experience within the rail industry, and we are very excited to be working with Northern Rail to get the best value out of its data. With our product we can offer seamless customer service and communications campaigns that will enable targeted and personalised interactions. Our comms planning team is key to making this happen, with the goal of creating better relationships between Northern Rail and its passengers.”
Richard Allan, Commercial Director, Northern Rail, added:
“The customer is at the heart of everything we do at Northern Rail and by putting in place a single customer view and highly targeted contact strategy with Occam we’ll be able to get closer to satisfying their needs.”
Alistair Lees, Managing Director, Assertis, commented:
“We are looking forward to working with the team at Occam to offer Northern Rail’s customers the right message at the right time, and make online ticket purchasing a more convenient option.”
About Occam: Keeping Data-Driven Marketing Simple
Occam is a leading UK engagement agency with 20 years’ experience in delivering data marketing solutions to its clients. Occam aims to draw relevant and useful insight from data to enable its clients to have a more profitable and rewarding engagement with their customers. Occam’s experienced analyst and insight teams help clients to improve campaign response rates, build pictures of their customers and spot trends in their data.
Current clients include Jaguar Land Rover, Sainsbury’s Bank, Kia, Ministry of Defence, RAC, Eurostar and Fiat.