Single Customer View (SCV) Database and CRM Loyalty Services

GWR is undertaking a major procurement to appoint a strategic partner capable of delivering an integrated customer data, Customer Relationship Management (CRM), and loyalty ecosystem. The goal is to create a unified, scalable, and insight driven environment that strengthens customer relationships, improves operational efficiency, and drives measurable commercial value. Central to this ambition is a CRM and loyalty programme that actively increases customer engagement, repeat travel, and revenue through personalised, relevant, and timely interactions. The partner will deliver a Single Customer View (SCV) data platform, digital analytics services, CRM programme management, and loyalty operations, which will deliver customer insight flows seamlessly from data ingestion through to personalised activation and revenue generating outcomes. This will include not only the build and delivery of these capabilities, but the ongoing optimisation of CRM and loyalty programmes. This will ensure that our journeys, communications and member experiences are continually refined. This will support our goals of customer engagement, influence of their behaviours and support wider commercial, business and customer UX objectives. This procurement reflects GWR's ambition to become more data informed and customer centric, recognising that a unified understanding of customers is a core business capability, not simply a technology platform. The partner will be expected to support an always‑on programme of strategic CRM and loyalty activity that evolves over time, driving sustained customer value and long‑term business growth. This procurement also needs to recognise the wider rail industry context, including GWR's future transition into the Department for Transport Operator model and, in time, Great British Railways. The appointed partner will therefore need to provide a flexible, scalable service that can adapt as industry structures, governance requirements and customer priorities evolve