This document discusses how Go-Ahead Group has adapted its marketing and customer service to be multi-channel, connected, and responsive to mobile disruption. It started with providing real-time information at stations, then expanded online and through mobile apps and websites. Now the focus is on social, mobile, and real-time engagement led by customer needs. Challenges include proving value across channels, reducing costs, understanding offline customers, and attributing revenues across channels. The key is thinking small by focusing on customer needs and then connecting the channels.

1. Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
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2. 2

3. Multi
channel
retailing
Better
Connected
Mobile
disruption
Focus for today

4. The Customer Proposition

5. 5 years ago there was no...
5

6. 6
Launching transactional websites

7. Developed an integrated Bus and Rail CRM solution

8. Mobile websites

9. The key
9

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. Further extended mobile ticketing and launched mobile barcodes
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12. Multi
channel
Better
Connected
Mobile
disruption

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. |
It started with people at the station
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15. |
Then it became real-time
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Then it went online
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17. |
Then it went mobile
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18. |
Now it is social, mobile, real-time, online and led
by people
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19. Accessing information on the move

20. Provide access to free data
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21. 21
Multi-Modal Travel
Metrobus
Brighton & HoveSouthern
Car Club

22. Front line staff with blackberry’s
22

23. Local Facebook / Twitter Sales
23

24. Multi
channel
Better
Connected
Mobile
disruption

26. 26
Responsive design - adapts to all screen sizes

27. Emails opened on mobile
27
But conversion drops by 2/3rd from desktop to mobile .

28. Integrating CRM with social
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29. 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

30. Extend our mobile apps
30

31. Extend use of social media
31

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34. Plymouth Online Customers Demographics
34

35. Smart Card Users
35

36. Go Northeast M Ticketing Customers
36

37. 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

38. Driving Loyalty
38

39. 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

40. Multi
channel
Better
Connected
Mobile
disruption

41. The 12th Man

42. Think Big by Thinking Small
Gillian Singh, Go-Ahead Group Marketing Director
@gilliansingh