About the client

A leading long-distance transport provider based in London, our client is renowned for their extensive network and commitment to customer satisfaction. They operate various routes and cater to a diverse customer base, providing reliable and efficient travel solutions.

An overview

The client faced challenges in their efforts to communicate with customers in real time, particularly during service disruptions such as train delays. Their existing technology stack, comprising three separate solutions, resulted in considerable delays in processing data and sending out communications. This lag compromised their ability to maintain timely, positive, and effective customer experiences. Additionally, the client sought to streamline their tech architecture and reduce licensing costs, whilst wanting to explore new communication channels such as App inbox and WhatsApp.

Our approach

Fusing our expertise in marketing and customer service, the aim was to provide a well-connected cross-channel journey and experience for the client’s customer base.

As a long-term partner of our client, Merkle was well placed to help as we have an in-depth understanding of the client’s systems, processes, and teams. Leveraging this knowledge, we collaborated closely to develop a comprehensive business plan that outlined specific KPI outcomes and cost savings. Together we facilitated the approval of additional OPEX budget, which was utilised to re-platform the client’s data and MarTech stack to Bloomreach. The transition included:

• Full migration from the existing tech stack to Bloomreach within nine months, encompassing over 40 customer journeys and BAU activities.
• Retraining the client's BAU teams to ensure smooth adoption and operation of the new system.
• Streamlining the tech architecture from three solutions to one, thereby reducing operational complexity and enabling faster campaign rollouts.

Results

The outcome? The re-platform to Bloomreach yielded significant benefits for the client, including:

• Real-Time Communication: The client can now send personalized marketing and transactional messages across channels within seconds, vastly improving customer experience during delays and other critical moments.
• Increased Revenue: The first campaign using enhanced audience identification saw a 32% increase in revenue.
• Customer Engagement: There was a 14% year-to-date increase in app customers, leading to cost savings compared to SMS communications.
• Operational Efficiency: The consolidation to a single solution reduced overall technical architecture costs and complexity, while increasing the speed and volume of new campaign launches.