gets customer insight on track

Independent UK train ticket retailer is enhacing its customer insight capability to gain a deeper understanding of customers. Using SmartFocus Intelligent Marketing, is will be analysing customer data in order to maximise customer value through better retention and revenue.

With over 8.4 million users since its launch in 1999, the company needs to provide actionable information to partners and clients, including Virgin Trains and First Group. The new solution will make data extraction easier for exporting into one-to-one marketing campaigns.

Ben Pearson, commercial director of, said: “By implementing SmartFocus solutions, we will be able to respond faster to what clients need, based on more insightful analysis of customer behaviour. This will allow us to deliver added value services and analyse the results as campaigns are in progress, ensuring our users have the best possible experience of researching and buying tickets from us, and driving the return on our marketing spend. Given the high volume of customers we deal with, we need a truly scalable solution that also gives us superior flexibility and personalisation.”

Chris Underhill, CEO of SmartFocus, said: “ needs to nurture the purchasing decisions of millions of customers. There is often a danger that as the number of customers increases, individual customers can find relevance of communications diluted. With SmartFocus, can easily segment customers according to a number of different criteria, and deliver valuable personalised communications that increase customer response and deliver enhanced marketing return on investment.”

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