In a bid to retain existing customers and win new ones, Racing UK has a signed a deal with GB Group to implement its U4C Identity Management solution.
Under this deal, GB will consolidate all of Racing UK’s existing prospect and subscriber information into a single customer view database in order to provide the company with deeper insight into its customers’ identities and, as a result, improve customer retention and reduce customer churn.
"We knew we were losing out on a lucrative marketing and advertising opportunity as a result of a lack of customer understanding - not due to a lack of information, but rather a lack of intelligent identity management to access the right information at the right time," says Nick Mills, commercial director at Racing UK.
Richard Law, GB’s CEO, commented: "Today it is not sufficient for companies to know who its customers are. Businesses need to be able to truly understand their customers and their behaviour, to allow them to exploit perishable opportunities by responding to and interacting with customers in real time - as this is when they are most likely to be responsive to them."
