gillian singh - think big by thinking small

Think Big by Thinking Small

Gillian Singh, Go-Ahead Group Marketing Director

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Multi channel retailing

Better Connected

Mobile disruption

Focus for today

The Customer Proposition

5 years ago there was no...

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Launching transactional websites

Developed an integrated Bus and Rail CRM solution

Mobile websites

The key

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20122012

20122011

2011

20112011

20102010

Konectbus

Metrobus

Southern

Brighton

Plymouth

Go North East

Oxford

London Midland

Roll out of Smartcards

Go South Coast

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Further extended mobile ticketing and launched mobile barcodes

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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

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It started with people at the station

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Then it became real-time

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Then it went online

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Then it went mobile

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Now it is social, mobile, real-time, online and led

by people

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Accessing information on the move

Provide access to free data

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Multi-Modal Travel

Metrobus

Brighton & HoveSouthern

Car Club

Front line staff with blackberry’s

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Local Facebook / Twitter Sales

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Multi channel

Better Connected

Mobile disruption

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Responsive design - adapts to all screen sizes

Emails opened on mobile

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But conversion drops by 2/3rd from desktop to mobile .

Integrating CRM with social

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Integrating CRM with online banner advertising

1 2 3

OPENOf the email by recipients and

load of the tag that will drop a

cookie on the device

INTEGRATIONOf 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

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Extend use of social media

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Plymouth Online Customers Demographics

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Smart Card Users

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Go Northeast M Ticketing Customers

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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

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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??

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Multi channel

Better Connected

Mobile disruption

The 12th Man

Think Big by Thinking Small

Gillian Singh, Go-Ahead Group Marketing Director

@gilliansingh