Heathrow Airport has awarded integrated marketing services and technology company Acxiom® Corporation (Nasdaq: ACXM) a contract to drive its multichannel customer relationship management (CRM) strategy.

The three-year deal will enable Heathrow to further personalise communications for a better passenger experience. This extends the long-standing relationship enjoyed by the two companies.

Underpinning Acxiom’s strategy will be two of its market-leading offerings: Acxiom’s email services platform and Acxiom’s customer marketing database and campaign management system.

Acxiom’s dedicated agency services team will work on site to support the Heathrow in-house CRM department, offering expert data analysis and enrichment, multidimensional insight into customers and campaign planning, execution and reporting.

Jason Willicombe, head of CRM at BAA, comments: “The partnership with Acxiom is part of our ongoing strategic endeavours to build positive, lasting relationships with our passengers. It is an opportunity for Heathrow to understand what drives people’s behaviour, allowing us to further improve the passenger experience we’re able to offer.”

Stephen Whyte, Acxiom Europe CEO, said: “We are delighted to have been chosen as Heathrow’s key CRM partner and look forward to working closely with its marketing and management team over the coming years to realise the strategic CRM programme we have defined.”

Published on: 5:26PM on 13th April 2011