Arriva hands CRM task to Lateral

Public transport group Arriva is overhauling customer marketing for its buses division with the appointment of Lateral Group to handle the company’s CRM programme for the next three years.
Arriva, which operates bus, coach, train, tram and waterbus services in 12 countries in Europe, has tasked the agency to build a customer engagement programme that supports its entire marketing strategy.
The move will also enable Arriva to boost the effectiveness of its communications with its large customer base. The travel firm services more than 1.5 billion passenger journeys each year across all its operations.
Arriva UK Bus head of marketing Cora Robinson said: “We awarded the contract to Lateral Group after they clearly demonstrated they shared our passion for customer service.
“CRM is no longer just the successful delivery and use of a single customer view database, but a customer engagement programme that underpins marketing strategy and the wider marketing programme.”
Ruaraidh Thomas, UK managing director for Lateral Group, said: “We are delighted to be working for such an innovative brand with a strong national relevance and valuable proposition.”
Arriva’s bus network in the UK originates from its acquisition of Grey-Green Buses in 1980 and the British Bus Group in 1996. Its headquarters are in Sunderland.

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