Atos Origin invites you to discover our implementation of Siebel CRM OnDemand for National Express East Coast (NXEC). At Atos Origin we have worked collaboratively with NXEC, and turned the conventional use of a CRM system on its head. National Express’ goal, like a lot of today’s businesses, was to gain greater control of business intelligence to enhance customer care, marketing and analytics, to ultimately result in a 360º view of each customer. Visit our presentation to see how we have delivered this.

1. On Track with OnDemand
with National Express East Coast
Naresh Patel & Emma Passey
OUG Conference 2nd December 2008
Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish symbol itself are registered trademarks of Atos Origin SA. 10/12/2008
© 2006 Atos Origin. Private for the client. This report or any part of it, may not be copied, circulated, quoted without prior written approval from Atos Origin or the client.

2. Agenda
Context
Who we are – Atos Origin
Who we are – National Express
CRM Rationale
Why Siebel CRM OnDemand?
The CRM Solution
Customer Care
Marketing
Analytics
Benefits Realisation
Conclusion
Questions & Answers
2

3. Introduction
3

4. Context
- On Track with OnDemand
”Discover our implementation of Siebel CRM OnDemand for National Express
East Coast (NXEC)”
&
4

5. Who we are – Atos Origin
5

6. Our Company
- Design, Build and Operate
Atos Origin is a leading IT services
company providing:
Consulting
Systems integration
Outsourcing solutions
6

7. Global presence
- All over the world, wherever you are
UK
UK
Benelux
Benelux 6.200
6.200
10.200
10.200 Central Europe
Central Europe
North America
North America
4.000
4.000
700
700 France
France Asia Pacific
Asia Pacific
Spain
Spain
15.800
15.800 4.000
4.000
6.000
6.000
Africa
Africa
South America
South America 200
200
1.900
1.900
In 40 countries worldwide Over 50.000 employees Annual revenues of € 5.8 billion
7

8. The Olympic Games
- An example of our scale and ability
Atos Origin is the official “Worldwide Information Technology
Partner” of the International Olympic Committee (IOC):
Salt Lake City 2002*
Athens 2004
Torino 2006
Beijing 2008
Vancouver 2010
London 2012
The Olympic Games project is a showcase of a giant design-
build-run project (> 4.000 collaborators), demonstrating
Atos Origin’s ability to deliver on time and under any
circumstances.
“Atos Origin continues to demonstrate its ability to seamlessly coordinate the efforts of a complex
(*) trading as SchlumbergerSema
Client array of best-of-breed technology partners and suppliers. This unique systems integration capability
enables consistent performance across multiple Olympic Games, while simultaneously facilitating the
Statement
management of costs and complexity.” Jean-Benoît Gauthier, Technology Director, IOC
8

9. Atos Origin
- Trusted in Transport
An international organisation that is strong in UK transport
Over 35 years Transport Experience
Leading retail solutions provider
AVANTIX Mobile, Tribute, Web TIS
Web TIS
Reduced cost of web retailing
Response quickly to market requirements
Controlled retailing to customers
Integrating cost effective CRM
9

10. Who we are – National Express
10

11. National Express East Coast
- About us
The East Coast franchise operated by National Express
will run from 9 December 2007 – 31 March 2015
Service covers 920 miles
We have approximately 2M passengers that generate
around 18 Million Journeys a year.
Employs 3,100 staff
The East Coast route will benefit from £44m investment
from National Express
11

12. National Express East Coast
- Our Vision
With significant financial investment National Express aims to be the No.1 operator of
train services in the UK. This investment will:
Increase the number of trains and seats available
Improve the reliability and punctuality of trains (leaving and arriving on time)
Enhance the catering offered on-board trains
Provide free WiFi in all coaches
Improve station and car parking facilities
Introduce new methods for purchasing tickets
Adopt a pro-active approach to safeguarding the environment
12

13. CRM Rationale
13

14. High Level CRM Requirements
- for National Express East Coast
Single customer view
Customer Service Capability
Marketing Capability
Analytics
Scalable solution
Cost effective solution to fully integrate with WebTIS
14

15. Atos Origin CRM Vision
- Rail Sector
Transport Customers
Sales: Customer Service: Marketing: Loyalty:
Lennon Data Campaign Rules Engine
Case Management
Web TIS Management Gift / Rewards Mgnt
Journeys Segmentation
Tribute Earn Management
Comms History Single Customer View
M-Ticketing Burn Management
Loyalty Points Email Offers
AVANTIX Card Management
Complaints / Refunds Targeted Web Offers
Smartcards PoS Terminals
Transport Direct Mobile Offers
Transport Direct Web Portal
All Systems Integrated
Analyse Sales, Customer Service, Marketing
Customer Relationship Management
15

16. The Oracle Advantage Delivered
- Siebel CRM OnDemand
Software as a Service (SaaS) model
Comprehensive CRM Solution:
Sales, Marketing, Service and Analytics
Pre-built integration and extension:
Oracle E-Business Suite
Siebel CRM Enterprise 8.0
MS Word, Outlook & Excel
Industry leading Oracle technology
World class hosting operations
Comprehensive security
Single vendor commitment
Free 24/7 support
Free Online training
16

17. Why Siebel CRM OnDemand?
17

18. Why Siebel CRM OnDemand?
- for National Express East Coast
We needed a solution to meet our e-commerce strategy.
Cost effective CRM solution to fully integrate with WebTIS
Single view of online customer view
Support all web customer care requirements
In house promotion set up and reporting
Sending ticket alert and customer services emails
Integration to third part email bureau for mass email broadcasting
Targeted email campaign generation
18

19. The CRM Solution
19

20. WebTIS-CRM Solution
Customer Care
Customers WebTIS Analytics
1. Customer Registrations &
Updates
2. Bookings
3. Web Cases Marketing
20

21. Customer Care
21

22. Siebel CRM OnDemand
- Customer Care Tool
• 360° customer view
• Case and Response
Management
• Email Campaign History
• Centralised knowledgebase
• Real-time service optimisation
with analytics
Benefit
• Single customer view
• More personalised, consistent
service
• First call resolution
• Reduced training costs
22

23. Types of Issues
- Using Customer Care
Refunds
Change of Journey
Lost Tickets
Correspondence
Online issues
Customer updates
Services questions
23

24. Marketing
24

25. Siebel CRM OnDemand
- Powerful Marketing Tool Segment Customers
Import
Prospect List
•Multi-dimensional segmentation
•Personalisation of mass communications Analyze
Campaigns Create Targeted
•Automatic email response capture
Campaign
•Possible to integrate with 3rd Party Bulk
Email provider
•Advanced marketing optimisation with
analytics
Benefit
•Closed-loop marketing Assign Leads Execute
for Follow-up Campaign
•Targeted marketing and broadcasting
•Improves marketing campaign effectiveness
•Powerful analytics enables focus on highest
impact campaigns
25

26. Types of E-Comms
- Using E-Marketing Module
Newsletters
Lead with a head fare combined with news features and competitions.
Seat Sales
Fare based offer with short booking window
Behavioural Segmented Offers
Bespoke offers to segments where offer creates no risk of abstraction
Regional Segmented Offers
Fares based on location
Customer requested ticket release
Promoted on and off line
E mails responding to customers requests for early warning when tickets for
their required travel dates come on sale.
During 2006, 200–300 e-mails per week being delivered. This has now grown
to over 1,500 e mails being sent per week.
26

27. Customer requested ticket release
27

28. Analytics
28

29. Siebel CRM OnDemand
- Powerful Analytics Tool
•Gain real-time insight to campaign
performance
•Analyse campaign effectiveness and
response
•View real-time and historical campaign
reports
•Perform drillable navigation
Benefit
•Know who your most important customers
are
•Proactively address vital customer issues
•Strengthen loyalty through better
responsiveness
29

30. Types of Reports
- Siebel Analytics for Customer Care and Marketing
Email Response Times
Pattern of sales by time of day and day of week
Total Cases by Case Type
Mix of Products Purchased
Average Transaction Value
Ticket Types Purchased
Email Campaign – Average Transaction Value
Email Campaign – Average Spend per customer
Email Campaign – Number of Tickets Purchased
Email Campaigns – Number of non-rail purchases
30

31. Benefits Realisation
31

32. National Express Benefits Realisation
Increased personalisation on the website, aligned to email
campaigns:
• Bespoke content for customer segments e.g. loyalty scheme
members
Commercial Benefits
• Increased revenue – ahead of budget
• Improved booking conversion rate by 4%
• Grown channel share – web biggest channel
Customer Care Benefits
• Resource optimisation via dedicated contact centre in Newcastle
Email Marketing Metrics
3m+ people are signed up to National Express East Coast.com
Half opted in to email communications
Improved open & click through rates – see next slide
32

33. Improved Open and Click Through Rates
The regional segmentation work is delivering increased response rates:
Opens Clicks
Feb 12% 3.61%
Mar 12% 3.38%
Apr (1) 14% 4.74%
Apr (2) 18% 5.13%
May 11% 2.45%
Jun (1) 15% 3.14%
Jun (2) 18% 4.64%
33

34. Conclusion
34

35. In summary…
Siebel CRM OnDemand, a hosted software as a service solution for
Customer care
Marketing
Analytics
Achieving a single customer view
Integrated with WebTIS
Scalable solution
35

36. Questions & Answers
36