CRM to set prices for ferry users

Ferry operator P&O Stena Line has completed an Oracle customer relationship management (CRM) implementation as the first stage of...

Ferry operator P&O Stena Line has completed an Oracle customer relationship management (CRM) implementation as the first stage of a strategic reorientation of the business to take advantage of Internet technologies.

The Network Enterprise will be rolled out across Europe to maximise marketing returns by identifying the value of a customer and using cost-cutting measures like permission marketing.

Datawarehousing and CRM will be used to build comprehensive revenue management and individual pricing per customer.

John Govett, marketing and sales manager for P&O Stena Line, said, "We are aiming at eventually having 11 million variations of price and product for our 11 million customers."

The value of the customer will be calculated from the gross profits per trip per customer multiplied by the number of trips they make.

The five-year plan to roll out the system Europe-wide is a root-and-branch reorganisation of corporate data to facilitate customer-facing e-business and not simply "adding on a Web site", said Govett. It is being overseen by an e-commerce team from both the business and IT.

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