BAA-owned Heathrow Airport is aiming to boost its CRM strategy – and further personalise communications for a better passenger experience – by reappointing Acxiom to drive its multichannel strategy.
The three-year deal extends a long-standing relationship between the two companies.
Underpinning Acxiom’s strategy will be two of its offerings: Acxiom’s email services platform and Acxiom’s customer marketing database and campaign management system.
Acxiom’s dedicated agency services team will work onsite to support the Heathrow in-house CRM department, offering data analysis and enrichment, multidimensional insight into customers and campaign planning, execution and reporting.
BAA head of CRM Jason Willicombe said: “The partnership with Acxiom is part of our ongoing strategic endeavours to build positive, lasting relationships with our passengers. It is an opportunity for Heathrow to understand what drives people’s behaviour, allowing us to further improve the passenger experience we’re able to offer.”
Acxiom Europe chief executive Stephen Whyte said: “We are delighted to have been chosen as Heathrow’s key CRM partner and look forward to working closely with its marketing and management team over the coming years to realise the strategic CRM programme we have defined.”
