Transport for London (TfL): Service messaging

LIDA

THE TEAM

Bev Newton, David Lathwell, Jon Myhill.

Other contributors:

Dawleys - Database hosting and management, eCircle - Email broadcast, M&C Saatchi - Advertising, MEC - Media planning and buying.

WHAT IS WONDERFUL ABOUT THIS WORK?

TfL has developed a strategy using large volumes of customer data to improve targeted service messaging. 80% of customers now find TfL emails relevant (versus 44% in 2009). Open rates are consistently 50% higher than the DMA benchmark. 92% of customers now check before they travel.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

The Oyster card provides very rich data about customers, through registration and recent travel behaviour; three million customers have registered their details. To cost effectively develop relevant timely messaging, TfL identified which customers to contact, when, and with which message. One of the biggest challenges was the volume of data generated, which made data management and analysis difficult. TfL devised a solution that aggregated data to provide estimates of customer routes. An eight-week rolling datamart was created, enabling groups to be identified whose regular journeys are likely to be affected by service changes. The aim is that customers are pleased to have been contacted, plus building awareness of improvement work and encouraging them to check before travelling.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?