How service heterogeneity is impacting engagement
Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.
Virgin Mobile, Nexus recruit Datarati for marketing automation and customer engagement
Consulting group strikes agreements with Virgin Mobile and Nexus Holidays, both in the name of improving customer lifecycle-led marketing
Virgin Mobile has brought on digital transformation consultancy, Datarati, to implement and manage its marketing automation and CRM business as well as assist with ongoing campaign management.
It’s the second fresh deal for Datarati this week, coming hot on the heels of an agreement with global tour operator, Nexus Holidays, around customer journey management.
Under the partnership with Virgin Mobile, Datarati is tasked with implementing new marketing and CRM platforms, as well as helping the telco better manage customer lifecycle campaigns, from on-boarding to engagement, retention and churn.
Virgin mobile associate director of customer marketing and insights, Bridie Smith, said Datarati’s approach and vision around a customer-first strategy were key reasons for the appointment. The agreement followed a competitive tender process.
“We are very much looking forward to developing a long-term relationship with a team of digital and data-driven marketers to lead in marketing automation and CRM,” she said.
Datarati’s recently appointed managing director and former Telstra SMB GM of marketing, Jarther Taylor, said the goal is to put Virgin’s customer at the centre of all activity.
“We’re really looking forward to leading the digital and data transformation program to deliver on that goal,” he said.
Similarly with Nexus Holidays, Datarati will be helping to create, implement and manage customer journeys across Asia-Pacific using a series of programs. Nexus Holidays is based in China and operates out of 15 offices globally.
Nexus Holidays assistant general manager, Derek Lam, said the group’s mission is to deliver “five-star travel experiences at four-star prices”.
“We found Datarati’s approach in developing a cohesive customer journey strategy and subsequent implementation plan to be unique in the market,” he said.
Datarati’s other clients have included Navitas, Retail Apparel Group, Toyota, IAG and Optus.
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