Occam scoops Northern Rail CRM

Northern Rail, the largest train operator in the North of England, has appointed St Ives-owned Occam to build a single customer view and CRM strategy as part of plans to ramp up customer engagement.
Occam has a good knowledge of the rail industry, having previously worked with Eurostar and East Coast Rail. It will work alongside online and mobile ticketing company Assertis, and use its in-house data marketing product to help the firm create a more joined-up experience for passengers.
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 Rail 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 CRM programme. The strategy will kick off 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.
Northern Rail commercial director Richard Allan said: “The customer is at the heart of everything we do 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.”
Occam Client services director Rebecca Blake added: “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.”

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