CrossCountry trains operates the most extensive rail network in the UK and transports 33 million passengers a year from as far north as Aberdeen all the way down to Penzance. Due to it’s national coverage, the network sees a diverse mix of commuters and leisure travelers, each with their own wants and needs.
CrossCountry wanted to increase revenue, improve customer experience and improve on any marketing investment they made. They had access to a many data streams however with no clear structure, it was difficult to use this data effectively to achieve these goals. Atreemo's Single Customer View offered a solution which would provide CrossCountry with the structure they'd need for their data.
Increase YOY sales by 25% from CRM marketing activity
5:1 ROI from the application of Atreemo's SCV
Increase NPS score by 3 points within 12 months
The database is now automatically updated every day with every customer re-scored to ensure they remain in the correct Recency Frequency segment and any secondary segments applied accordingly. In the first year alone the database grew by almost 20%. Over the same period, delivery rates increased from 25% to 95%, and open and click rates across all campaigns doubled!
Using the new database and segmentation capabilities provided by Atreemo, CrossCountry were able to deliver highly personalised and targeted communications, which in turn delivered a 55% increase in marketing sales, more than double their original target. As a result, CrossCountry's overall return on investment of 136:1, a significant increase on the original 5:1 target!
Furthermore, based on customer feedback that CrossCountry have been able to track through Atreemo, they have been able to increase their NPS score by 5 points in the same period that saw such major improvements in campaign engagement and deliverability.
In summary, CrossCountry now have an ever evolving and highly segmented single customer view. They know who their customers are, how often they travel, their value and also what they think of the service.
They delivered +55% in incremental sales from CRM and an ROI of 136:1. They have also used their new found knowledge to improve their Net Promoter Score by 5 points in the last 12 months.