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 Mid...
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...
|
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
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
...
Extend our mobile apps
30
Extend use of social media
31
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...
Driving Loyalty
38
Challenges...
• Proving it is not just channel shift
• Reducing the cost to serve across new channels
• Limited understand...
Multi
channel
Better
Connected
Mobile
disruption
The 12th Man
Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
@gilliansingh
Gillian Singh - Think big by thinking small
Gillian Singh - Think big by thinking small
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Gillian Singh - Think big by thinking small

  1. 1. Think Big by Thinking Small Gillian Singh, Go-Ahead Group Marketing Director )
  2. 2. 2
  3. 3. Multi channel retailing Better Connected Mobile disruption Focus for today
  4. 4. The Customer Proposition
  5. 5. 5 years ago there was no... 5
  6. 6. 6 Launching transactional websites
  7. 7. Developed an integrated Bus and Rail CRM solution
  8. 8. Mobile websites
  9. 9. The key 9
  10. 10. 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
  11. 11. Further extended mobile ticketing and launched mobile barcodes 11
  12. 12. Multi channel Better Connected Mobile disruption
  13. 13. Passengers needs haven’t changed Self service retailing Simplify Journey planning Provide journey inspiration Personal and relevant information Real time query resolution 13
  14. 14. | It started with people at the station 14
  15. 15. | Then it became real-time 15
  16. 16. | Then it went online 16
  17. 17. | Then it went mobile 17
  18. 18. | Now it is social, mobile, real-time, online and led by people 18
  19. 19. Accessing information on the move
  20. 20. Provide access to free data 20
  21. 21. 21 Multi-Modal Travel Metrobus Brighton & HoveSouthern Car Club
  22. 22. Front line staff with blackberry’s 22
  23. 23. Local Facebook / Twitter Sales 23
  24. 24. Multi channel Better Connected Mobile disruption
  25. 25. 26 Responsive design - adapts to all screen sizes
  26. 26. Emails opened on mobile 27 But conversion drops by 2/3rd from desktop to mobile .
  27. 27. Integrating CRM with social 28
  28. 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
  29. 29. Extend our mobile apps 30
  30. 30. Extend use of social media 31
  31. 31. 33
  32. 32. Plymouth Online Customers Demographics 34
  33. 33. Smart Card Users 35
  34. 34. Go Northeast M Ticketing Customers 36
  35. 35. 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
  36. 36. Driving Loyalty 38
  37. 37. 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
  38. 38. Multi channel Better Connected Mobile disruption
  39. 39. The 12th Man
  40. 40. Think Big by Thinking Small Gillian Singh, Go-Ahead Group Marketing Director @gilliansingh

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