Success Story: Rhein-Main-Verkehrsverbund (RMV)
Customized service for millions of customers
Rhein-Main-Verkehrsverbund (RMV) will be using Microsoft Dynamics 365 in the future. With the cloud-based business applications suite, the RMV achieves a 360-degree view of its private and business customers. Thanks to the integrated CRM application, all customer processes can be designed transparently, evaluated according to target groups, and systematized. With 2.5 million passengers every day, this is a must. The deep integration of the solution into the existing IT infrastructure was realized by the transport association together with the IT consultants from PTA IT Consulting in Mannheim.
Rhein-Main-Verkehrsverbund (RMV) is one of the largest transport associations in Germany. It coordinates and organizes regional bus and rail transport over an area of around 14,000 square kilometers. That is about two-thirds of the area of the state of Hessen, Germany. Around five million people live in the area covered by the network; if you include the inhabitants of the transitional rate areas, the figure is as high as 6.7 million. The network was launched in 1995, and since then RMV has made a significant contribution to the development of the Rhine-Main region as a vibrant metropolitan area. In order to provide its many private and business customers with an individually tailored range of services, RMV has recently started using a powerful CRM solution based on the Microsoft Dynamics 365 cloud platform.
Deeply integrated solution with high automation level needed
The decision to establish a highly integrated CRM module had been obvious for RMV for some time. The growth course that the company has embarked on, as well as the sheer volume of customers who now use RMV as a reliable mode of transport in the Frankfurt metropolitan region, made the introduction of such a solution inevitable. One requirement for the new CRM system was clearly defined from the outset: It was to transparently cover all processes of the marketing department as well as enable the key account sales department to offer its business customers tailor-made services. The company was therefore looking for a solution that would be deeply integrated into the existing system landscape, reliably bundle data and information from external systems, and enable it to cover target group-specific services, offers, and sales processes with a high degree of automation.
Microsoft Dynamics 365 and implementation partner PTA found
As part of a Europe-wide tender, the RMV managers found the IT experts from Mannheim-based PTA IT Consulting. The PTA consultants scored points with their differentiated process knowledge and the technical know-how that a system integrator needs to seamlessly integrate a CRM suite into an existing, complex system landscape. The PTA team had the cloud solution Microsoft Dynamics 365 in its luggage, and what spoke in favor of the suite was that it provides RMV employees with flexible, intelligent tools. In this way, the program supports the RMV in actively addressing its broad customer base in a target group-oriented and variable manner, thus opening up new business opportunities for the transport association. “The high level of integration and the possibility of using Power BI to run targeted analyses, for example to regularly monitor our sales figures from digital sales in the future, were further decisive reasons for ultimately introducing Microsoft Dynamics,” Sandra Tauber comments on the advantages of the business suite.
Convenient target group selection...
With the CRM and sales application integrated in Microsoft Dynamics, RMV is now able to bring together all the necessary customer data in a central system that enables convenient target group selection. Much of the data was still held in historically grown Excel lists and Access databases, but this is not a shortcoming either. They can now be easily imported into the new, integrated cloud applications. Pre-prepared transactional emails make the RMV marketing department’s daily work much easier. The project team has created such templates for numerous transactions and inquiries, which enables the service team to respond quickly to a wide variety of customer inquiries and thus make a significant contribution to customer satisfaction.
...and transparent processes in the RMVsmiles bonus program
The integrated cloud solution also plays to its strengths in the RMVsmiles bonus program. Smiles are calculated on the basis of the amount paid by passengers. Customers can then redeem them for attractive discount coupons. The selection via the RMVsmiles partner portal is huge. The CRM application also facilitates end-customer communication in this case, making it particularly customer-friendly and transparent by bundling data from all partner systems and storing balances. The partners’ coupon system, which end customers use to redeem their Smiles, is linked directly to the CRM solution as a modular system. The RMV employees thus always have a detailed success control of which offer is received by the customers and how. For example, if a discount promotion is particularly successful, we can run individual customer campaigns based on it. “This is a prime example of how, in my opinion, a modern customer approach can and must work today. The watering can has had its day here,” says Sandra Tauber enthusiastically.
Key account sales efficiently controls job ticket
In addition to the many private customers, business customers also benefit from lean processes and communication tailored to their needs, which would hardly be possible without the cloud suite and its networking with the existing RMV IT landscape. For example, RMV offers companies or organizations in the entire catchment area with at least 51 employees a JobTicket, which is available in the three variants Basis, Basisplus and Premium and offers different ranges and take-away options. Whichever variant a business customer chooses, an individual agreement must be made with RMV in all cases. RMV does not offer off-the-peg JobTickets. However, all three variants have one thing in common: The entire sales process from lead to valid contract conclusion is seamlessly mapped in the CRM solution – a powerful process flow. In this context, the PTA consultants have created more than 40 context-related mail templates for the key account consultants of RMV, which support them from the mobility survey, including price calculation and offer creation, through the entire sales process and facilitate customer communication. Even price updates are integrated and are thus automatically transferred to downstream systems.
KombiTicket also marketed with CRM support
What do soccer fans, opera lovers, dancing mice, canoeists, groupies and recreational athletes have in common? The correct answer is that they all use public transport – for example, to get to the stadium, theater or opera. That’s why RMV, together with numerous event organizers and locations, offers so-called KombiTickets. These combine an admission ticket and an RMV ticket in one, and the RMV’s key account sales department also creates and calculates this wide-ranging offer seamlessly via the connected sales process of the integrated cloud suite. In this way, depending on the event and its scale, the potential of the company’s own data can also be exploited as cost-effectively as possible in this area and transferred into attractive framework agreements with the countless event organizers in the Rhine-Main metropolis.
The switches are changed correctly
With Microsoft Dynamics 365, the RMV uses a contemporary business suite that enables a high degree of automation of the process landscape. The PTA consultants have managed to integrate the cloud solution into the grown IT infrastructure of the transport association via numerous interfaces and to adapt it exactly to the required needs of the RMV through additions such as countless transactional emails. Power BI can be used to run targeted evaluations and monitor actions and sales. This leads to transparent and efficient processes along the entire supply chain and a customer service that is second to none. In times when the climate debate is intense and it can be guessed that the demand for smooth public transport will continue to rise in the future, this is a great advantage that shows that those responsible at RMV have set the course in the right direction.
“The requirements were quite complex, as we operate a quite heterogeneous IT landscape that is connected to partner systems via numerous interfaces. Integrating a CRM solution here that provides us centrally with all the necessary data from different IT systems and also automates extensive service processes for us – that required an up-to-date IT solution, but also an implementation partner who fully understands his craft”,
explains Sandra Tauber, who managed the entire project from the marketing point of view on behalf of Rhein-Main-Verkehrsverbund.