Data Management
Data Management
Data Management
Case Study |
LNER operates a market leading CRM system delivering highly personalised and timely communications throughout the customer journey. Last year I led a project to migrate the CRM database to a new real time solution powered by AWS. This was a complex and large project that allowed LNER to ingest real time data and send in the moment messaging with up to date information to customers. This has unlocked multiple benefits for the business including increased ancillary sales through serving customers with real time prices and availability, as well as allowing customers to receive marketing messaging and disruption communications instantly as soon as they interact with the brand by buying a ticket, creating an account or entering a competition.
This new platform has created a stable environment for the next phases of the Data Strategy including improved compliance, optimisation and segmentation of the data to further improve the effectiveness of the programmes.
