Before the new platform came online, gathering data was a gruelling process, with monthly reports taking four days to generate; now, data is available cross platform and in real-time. Previously, eleven different databases held a total of just 100,000 customer records. These have been cleaned up and amalgamated, giving a transparent and streamlined outlook to the growing data collection.
“We wanted a single view for each of our customers,” Gandhi explains. There’s a lot of complexity behind that simple aim, he adds. “Customers interact with us in so many different ways – and now on one screen, I can tell they’ve booked parking with us, or come out to the aquatic centre, or done an event with us, or booked a site,” he says.
Marketing and social has been finely honed. “We had Mailchimp, Campaign Monitor, Aprimo, Hootsuite – many different tools for things that we now track through a single platform.”