Personalised marketing and new timetable

National Express Group plans to introduce personalised marketing techniques tested in its coach business to achieve rapid growth required during the early years of its new c2c franchise.

The schedule for c2c’s premium payments to the DfT, published last week, shows significant increases of £13-14m during the first three years of the franchise, with much lower rises in later years.

Speaking to City analysts last week, NEG chief executive Dean Finch said: “We have two tough years, 2015 and 2016. The first year relies on us developing customer relationship management [CRM] capabilities as we seek to grow off peak business … The second year relies on the substantial timetable change we are making.”

The plans to introduce new CRM techniques will be based on experience from NEG’s coach division. In the past year, NEG has increased its coach customer database by 57% to 3.7 million people and sent out 37 million email offers.

In 2016, the new timetable will increase morning peak capacity by 38%. NEG plans to grow revenue 11% in both 2015 and 2016 with annual targets falling to between 5% and 8% in the 10 years to 2029.

Related coverage can be found inside the latest issue of Passenger Transport:

Finch sets out how NEG outbid c2c rivals
National Express Group boss explains the factors that gave him the confidence to submit a bolder bid than rivals for Essex Thameside deal

Tube and Greater Anglia users targeted
c2c to offer higher frequencies and faster journeys

Profits fall but group stronger
National Express boss says bus and rail group is well placed to ‘win businesses around the world’


This article appears inside the latest issue of Passenger Transport.

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