CRM is here, and here to stay.

With points-based reward programmes being seen by consumers as ‘too long a wait to receive anything of real value', online product promotions are over-taking traditional loyalty programmes as the key to customer retention.

Above are examples of the online CRM programmes that Libertine run for Gatwick Express (the dedicated airport train that transits between Gatwick Airport and London Victoria) and Heathrow Express (the air rail link between Heathrow Airport and London Paddington).

Libertine launched both programmes in 2008, with some amazing results:

• The online customer base has grown from a miniscule 5,000 in 2008 to over 90,000 unique opt-ins in 2010.
  
  
• Open rates are averaging 17.5% and CTR's at 8.7%.
  
  
• Online and offline customer touchpoints are being ROI-maximised.
  
  
• LTV (Lifetime Value) can be tracked, monitored and increased as the introduction of real-time trigger-based CRM really takes off.