Avanti West Coast and Paragon DCX

The use of Apteco software was key to measuring the programme’s success. Working alongside Paragon DCX and leveraging Apteco’s data analytics, AWC gained a deep understanding of customer behaviour and optimised the programme’s benefits. Regular KPI dashboards ensured continuous improvement and kept Club Avanti at the forefront of rail loyalty in the UK.

Tracking uptake of the scheme was naturally important, but AWC were also eager to track both the level of engagement with the scheme, as well as the AWC brand as a whole. Thanks to the power of Apteco, multi-tab Orbit dashboards were set up to drive the measurement of this engagement. A primary dashboard tab was built to track the main KPI’s such as registration volumes, tier thresholds and email engagement, as well as a secondary KPI’s tab to measure how well received the rewards of the scheme were with the end user. Use of the Orbit dashboards ensured the team were able to constantly check that each reward was driving the expected engagement, but also kept the wider business reassured that the programme was driving incremental revenue rather than lowering the brand value proposition. The results were firmly proving the former. Each reward has been tracked from initiation through to today, as well as looking ahead to those rewards still to expire in the future. This means that every single one of those is able to be measured for immediate uptake as well as understanding the breakage rate of each at the point of expiry to give a true measure of engagement among the loyalty members. Through integrations with the AWC ESP data flags from FastStats, models and virtual variables are passed across to enable enhanced knowledge of the data to be used within campaigns. This includes the loyalty campaigns. As the Club Avanti members started to transact more frequently, it was then easier to identify when their transaction behaviour was outside of the norm, enabling a churn model to be built in FastStats. With this, the status flags passed to the ESP to trigger reactivation and retention communications to the members at risk. Given the knowledge and understanding this provides the team, this model incidentally has also been made available to the entire database outside of just the loyalty membership base.

Club Avanti has successfully transformed customer relationships with a brand-owned loyalty scheme that is customer-centric at heart.