Northern Rail, the largest train operator in the north of England, has appointed data-driven marketing expert Occam to work alongside online and mobile ticketing company Assertis in creating a more joined-up experience for passengers.
Northern Rail has engaged Occam’s in-house data marketing product, Accelero to give the train company the right tools to better manage customer engagement. Within Accelero, Occam will pull together existing data sources from across the network to give a single view of its customers. As additional modules, Northern have 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 NR’s customer 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 their data. With Accelero, 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.”
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.”