Ryanair hunts data and CRM shop

Ryanair is seeking an agency to handle its data and CRM account, as part of boss Michael O’Leary’s pledge to “stop unnecessarily pissing people off” and get closer to its customers.
The budget airline, which is managing the pitch inhouse, has opened the process by inviting agencies to submit their credentials via email to pitches@ryanair.com, before the deadline of 5pm on March 28. It will then hold meetings with prospective agencies with the successful agency being appointed by the end of April.
Ryanair’s first chief marketing officer Kenny Jacobs – who was appointed in January – said data and CRM are essential in its mission to better understand its customers, and provide them with a more personalised experience.
He said: “With that in mind, Ryanair wants the best and most ambitious digital agencies across Europe to put themselves forward for consideration. This is an exciting time in the evolution of Ryanair’s business and brand and the successful agency will be a key element of this change.”
The move is part of the airline’s new charm offensive, after it finished bottom of 100 major brands surveyed in a 2013 Which? customer-satisfaction survey.
At the time, chief executive Michael O’Leary announced that the airline would stop “unnecessarily pissing people off”. So far it has launcheda new user-friendly website, more generous baggage terms and reduction of fines for lost boarding cards.
In a recent Sunday Times interview, O’Leary said he was overjoyed that his “Damascene conversion” had generated “so much free publicity”.