When your business has to deal with uncertainty, unprecedented change, and disruption; being customer-centric and maintaining a high-level customer experience is an ever increasing challenge.
None more so than in the travel and transport industries.
In the past couple of years East Midlands Railway (EMR) had to overcome journey disruption and more recently industrial action and keep their customers updated on the latest situation, often at very short notice.
To do this they needed RedEye’s help to produce a plan of action for urgent service messaging. EMR utilised their dedicated customer success team at RedEye to assist.
With their in-depth knowledge of EMR’s customer data held within RedEye’s single customer view the ability to contact affected bookers at late notice was achievable.
Each time disruption or industrial strike action would affect customers, EMR would send over a list of RSIDs (Unique Identifiers for Specific Rail Journeys).
Always on standby, EMR’s team at RedEye would then spring into action and search through EMR’s customer records to identify the affected bookers.
From these matches, selections would be gathered to include customer contact details and the individual legs of the journey’s affected.
These selections were generated into advanced segments in RedEye to use for customer communications.
Additionally, quick reference and timely data exports were provided for the EMR team to check and approve.
At short notice, service message email creatives were created by the RedEye team from the assets provided by EMR and then deployed to all affected customers to give them the most up-to-date information on their journeys ensuring the high level of customer service EMR delivers.
RedEye’s knowledge of our customer data is unmatched, and I implicitly trust them to deliver every time we need customer selections creating for travel disruption email communications.”
Kate Smith, Lead Marketing Manager, EMR