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Arriva UK Bus appoints Lateral Group

Arriva UK Bus has appointed Lateral Group to handle its CRM program for the next three years.

The appointment will see London-based customer engagement agency Lateral Group work with Arriva UK Bus to help deliver an integrated CRM program that supports Arriva UK Bus’ marketing strategy and wider marketing programme.

Cora Robinson, head of marketing for Arriva UK Bus, said: “We awarded the contract to Lateral Group after they clearly demonstrated they shared our passion for customer service.

“CRM is no longer just the successful delivery and use of a single customer view database, but a customer engagement programme that underpins marketing strategy and the wider marketing programme. Lateral Group can deliver a range of services to enable us to further effectively communicate with our large customer base.”

Ruaraidh Thomas, UK managing director for Lateral Group, said: “We are delighted to be working for such an innovative brand with a strong national relevance and valuable proposition.”

Arriva UK Bus is part of the Arriva group, which is owned by Deutsche Bahn.

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