Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Transforming TfL’s CRM Programme to Drive Engagement and Data Collection
Project Type
CRM | Content Strategy | Stakeholder Management
The Challenge
In 2019, Transport for London (TfL) facilitated 64 million passenger journeys per week but lacked critical insights into their users. Who were they—commuters, tourists, or night workers? How often did they travel? What modes of transport did they use? Without this understanding, TfL’s channel strategy was fragmented, missing valuable opportunities to collect data, tailor communications, and achieve key objectives such as encouraging sustainable travel and making "Every Journey Matters" a tangible reality.
What I Did
I developed a comprehensive vision and strategy for a streamlined CRM programme, working closely with Wavemaker's data team to incorporate a new segmentation model.
The goal was twofold:
1. Drive sign ups and data collection to better understand and engage TfL’s audience.
2. Use behavioural economics to influence travel habits, such as nudging light users to consider alternative modes like cycling or buses.
By leveraging location data for hyper-personalised recommendations, the strategy focused on delivering fewer but more relevant communications tailored to passengers' travel behaviours and preferences. I also addressed internal challenges, gaining buy-in from government stakeholders unfamiliar with CRM principles, Salesforce capabilities, and modern marketing strategies.
The Results
After eight months of presentations and stakeholder alignment, we launched the CRM programme in phases, starting with Sign-Up, Welcome, and in-life journeys. Within six months:
- Over 1 million people signed up, hitting our primary data collection target.
- Campaign metrics showed significant uplifts in engagement and actions compared to control groups.
The programme also achieved £50 million in annual cost savings by 2023, which were reinvested into improving transport services. This programme not only set a strong foundation for TfL’s data-driven communication strategy but also helped drive meaningful behavioural change across its diverse audience.