Arriva appoints Lateral Group for CRM program

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Arriva UK Bus has appointed Lateral Group to handle its CRM (Customer Relations Management) program for the next three years.

The London-based customer engagement agency will work with the operator to help deliver an integrated CRM program which supports Arriva UK Bus’ marketing strategy and programme.

Cora Robinson, Head of Marketing for Arriva UK Bus, said: “We awarded the contract to Lateral Group after they clearly demonstrated they shared our passion for customer service.

“CRM is no longer just the successful delivery and use of a single customer view database, but a customer engagement programme which underpins marketing strategy and the wider marketing programme. Lateral Group can deliver a range of services to enable us to further effectively communicate with our large customer base, for both our short term and long term objectives.

“We are delighted to be working with Lateral Group and are particularly looking forward to working together to develop an innovative engagement programme that will ultimately improve customer experience and encourage more people to choose to travel with Arriva UK Bus.”