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Behind the scenes with CRM
October 15, 2020

Behind the scenes with CRM

October 15, 2020

Behind the scenes with CRM

Home
Trailblazers
Behind the scenes with CRM

Behind the scenes with CRM

Our feature ‘Behind the scenes with’ shines a spotlight on teams from across the business to help you get to know what they do. This week we hear from our Customer Relationship Management (CRM) team who sit in our Commercial Team, and whose work was recently recognised in a YouGov research poll

What are you here to do in a nutshell?  

We’re Trainline’s direct contact with our customers via email, push and in- app messaging. Our aim is to drive incremental transactions and greater engagement across web and app. 

We do this through a range of seasonal and time-sensitive messages, covering everything from customer service announcements, travel inspiration and more recently, reassurance comms during these unprecedented times. We’ve just launched two lifecycle programs for UK customers, designed to activate and retain them.  

How do you help us achieve our aim of making rail and coach travel easier?  

Trainline’s mission to be the ultimate travel companion is a consistent thread which runs through everything we do.  

Our work makes rail and coach travel easier by supporting our customers every step of the way. Whether it’s a pre-departure email with essential travel info, updates on sales and promos, or even suggesting accommodation options through our Booking.com partnership, we’re here to make every journey as seamless as possible. 

Excitingly, our COVID customer communications were recently recognised as being the most useful and most concise for UK consumers, according to a YouGov research poll! It’s always exciting to see positive reactions to our messages and the impact we’re having on the customer experience. 

What do the next three months look like for you? 

We’ll be taking our lifecycle program to the next level by adding more steps to the existing campaign, reactivating customers who have lapsed and rolling out a bunch of test and learn experiments to optimise our campaigns. 

How can Trainliners help you achieve your team vision?  

We’ll achieve our team vision by continuing to work collaboratively with a range of teams across the whole business. Our ability to Think Big, Be Curious and tune into our customers’ needs is vital towards not just the CRM team, but also the success of the wider business. 

And finally, if your team was a chocolate bar, which one would you be and why?  

A Dairy Milk Freddo bar! Freddo bars are frog-shaped pieces and frogs are known to jump around and move quickly, which matches our agile and productive way of working! Not to mention a Freddo only costs 25p, so we’re economical and certainly pack a punch in terms of delivering on quality output!  

Plus, Freddo bars are a timeless classic, much like CRM.

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