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Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
)
2
Multi
channel
retailing
Better
Connected
Mobile
disruption
Focus for today
The Customer Proposition
5 years ago there was no...
5
6
Launching transactional websites
Developed an integrated Bus and Rail CRM solution
Mobile websites
The key
9
2012
2012
2012
2011
2011
2011
2011
2010
2010
Konectbus
Metrobus
Southern
Brighton
Plymouth
Go North East
Oxford
London Midland
Roll out of Smartcards
Go South Coast
10
Further extended mobile ticketing and launched mobile barcodes
11
Multi
channel
Better
Connected
Mobile
disruption
Passengers needs haven’t changed
Self service
retailing
Simplify
Journey
planning
Provide
journey
inspiration
Personal
and
relevant
information
Real time
query
resolution
13
|
It started with people at the station
14
|
Then it became real-time
15
|
Then it went online
16
|
Then it went mobile
17
|
Now it is social, mobile, real-time, online and led
by people
18
Accessing information on the move
Provide access to free data
20
21
Multi-Modal Travel
Metrobus
Brighton & HoveSouthern
Car Club
Front line staff with blackberry’s
22
Local Facebook / Twitter Sales
23
Multi
channel
Better
Connected
Mobile
disruption
Gillian Singh - Think big by thinking small
26
Responsive design - adapts to all screen sizes
Emails opened on mobile
27
But conversion drops by 2/3rd from desktop to mobile .
Integrating CRM with social
28
Integrating CRM with online banner advertising
1 2 3
OPEN
Of the email by recipients and
load of the tag that will drop a
cookie on the device
INTEGRATION
Of a retargeting tag in the
HTML of the email
LAUNCH
Of a display campaign targeting
devices that have the Acxiom
cookie
Cookie
Cookie
Cookie
Extend our mobile apps
30
Extend use of social media
31
Gillian Singh - Think big by thinking small
33
Plymouth Online Customers Demographics
34
Smart Card Users
35
Go Northeast M Ticketing Customers
36
Channel Shift of M-Ticketing Customers
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
on the bus the key travel shop other
Go north East
Brighton & Hove
Driving Loyalty
38
Challenges...
• Proving it is not just channel shift
• Reducing the cost to serve across new channels
• Limited understanding of off line customers
• Need to remain inclusive of non Smartphone customers
• Revenue attribution of channels especially email
• Content generation
• Resourcing the right social media channels
• Big data??
39
Multi
channel
Better
Connected
Mobile
disruption
The 12th Man
Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
@gilliansingh

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Gillian Singh - Think big by thinking small