Find out how Stuttgarter Straßenbahnen AG has revolutionised its customer approach with a modern CRM system and DYMATRIX Marketing Automation.
Stuttgarter Straßenbahnen AG (SSB) is one of the largest and most modern local transport companies in Germany and has received several awards for its services in recent years. It can look back on over 140 years of history and today presents itself as a modern transport service provider. The company transports 550,000 passengers a day on 14 light rail lines and 55 bus routes, thus ensuring mobility in Stuttgart and the surrounding area. In order to secure the company's long-term success, SSB decided to take a more active approach to its relationship with customers in order to retain existing customers and attract new ones.
What was previously almost unheard of in local public transport is already part of Stuttgarter Straßenbahnen AG's programme: targeting and individually wooing customers with differentiated campaigns. This required the development of a CRM system with automated campaign management in order to facilitate and efficiently organise the individual approach to customers and the management of campaigns, some of which run in parallel.
In a first step, existing data from sales and marketing was analysed and merged into a central data mart. The marketing automation tool DYMATRIX Marketing Automation was set up on this database.
In a further step, various analyses and evaluations were carried out, on the basis of which customised campaigns were created for various customer segments. The customer segments were also created using the data from the Marketing Data Mart and a cluster analysis. The decision to introduce the marketing automation tool DYMATRIX Marketing Automation was based not only on its ease of use and clearly structured user interface, but above all on DYMATRIX's consulting expertise in the field of analytical CRM.
During the realisation of the project, the first prototype campaigns were designed and implemented very successfully. For example, SSB won the Public Transport Innovation Award for a target group-specific approach as part of the ‘Customers recruit customers’ campaign. In September 2008, SSB went live with the marketing automation tool DYMATRIX Marketing Automation and has since experienced a significant increase in marketing efficiency.
The new processes are clearly noticeable: SSB significantly increased its marketing performance and increased the number of differentiated advertising campaigns compared to the previous year. By avoiding wastage, the overall campaign costs have been significantly reduced.