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Single Customer View (SCV) Database and CRM Loyalty Services

FIRST GREATER WESTERN LIMITED

This public procurement record has 1 release in its history.

Tender

14 May 2026 at 14:21

UK4 - Tender Notice
Summary of the contracting process

First Greater Western Limited, a private utility company based in Wiltshire, United Kingdom, is currently in the tender stage of a major procurement process titled "Single Customer View (SCV) Database and CRM Loyalty Services." This initiative falls under the services category and is related to CRM software, business intelligence, and customer loyalty programmes. The procurement follows a selective, competitive flexible procedure, beginning with conditions of participation and progressing through to negotiations. Interested suppliers must express interest by 19th June 2026, with the enquiry period ending on 5th June 2026. The award is anticipated to conclude by 1st December 2026. The project aims to appoint a strategic partner to develop a comprehensive customer data and CRM solution, integrating digital analytics and loyalty operations to enhance customer engagement and operational efficiency.

This tender presents substantial opportunities for businesses specialising in database and CRM software, marketing management consultancy services, and customer loyalty programmes. It offers a growth avenue for firms capable of delivering adaptable, scalable technology solutions that evolve alongside industry transitions, such as the future integration with Great British Railways. SMEs are encouraged to participate as the procurement is tailored to support them, while firms with a focus on developing personalised customer experiences will find the project particularly suited to their expertise. The value of the contract, which could extend up to £4.295 million over a potential five-year duration, signifies significant commercial potential. Businesses positioned to deliver ongoing CRM optimisation and a seamless data-driven environment could leverage this project to expand their service offerings and customer base.

How relevant is this notice?

Notice Information

Notice Title

Single Customer View (SCV) Database and CRM Loyalty Services

Notice Description

GWR is undertaking a major procurement to appoint a strategic partner capable of delivering an integrated customer data, Customer Relationship Management (CRM), and loyalty ecosystem. The goal is to create a unified, scalable, and insight driven environment that strengthens customer relationships, improves operational efficiency, and drives measurable commercial value. Central to this ambition is a CRM and loyalty programme that actively increases customer engagement, repeat travel, and revenue through personalised, relevant, and timely interactions. The partner will deliver a Single Customer View (SCV) data platform, digital analytics services, CRM programme management, and loyalty operations, which will deliver customer insight flows seamlessly from data ingestion through to personalised activation and revenue generating outcomes. This will include not only the build and delivery of these capabilities, but the ongoing optimisation of CRM and loyalty programmes. This will ensure that our journeys, communications and member experiences are continually refined. This will support our goals of customer engagement, influence of their behaviours and support wider commercial, business and customer UX objectives. This procurement reflects GWR's ambition to become more data informed and customer centric, recognising that a unified understanding of customers is a core business capability, not simply a technology platform. The partner will be expected to support an always-on programme of strategic CRM and loyalty activity that evolves over time, driving sustained customer value and long-term business growth. This procurement also needs to recognise the wider rail industry context, including GWR's future transition into the Department for Transport Operator model and, in time, Great British Railways. The appointed partner will therefore need to provide a flexible, scalable service that can adapt as industry structures, governance requirements and customer priorities evolve

Lot Information

Lot 1

Renewal: The contract is for an initial 3 years plus, subject to performance, an additional option for 2 further years. A total contract length shall be a maximum of 5 years. Please note indicative contract value is based on a fully extended 5 year contract.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0698d1
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/044404-2026
Current Stage
Tender
All Stages
Tender

Procurement Classification

Notice Type
UK4 - Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Competitive flexible procedure
Tender Suitability
SME
Awardee Scale
Not specified

Common Procurement Vocabulary (CPV)

CPV Divisions

48 - Software package and information systems

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

48445000 - Customer Relation Management software package

48480000 - Sales, marketing and business intelligence software package

48600000 - Database and operating software package

79342321 - Customer-loyalty programme

79413000 - Marketing management consultancy services

Notice Value(s)

Tender Value
£4,295,000 £1M-£10M
Lots Value
£4,295,000 £1M-£10M
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
14 May 20264 months ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
1 Jan 2027 - 31 Dec 2029 3-4 years
Recurrence
Not specified

Notice Status

Tender Status
Active
Lots Status
Active
Awards Status
Not Specified
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
FIRST GREATER WESTERN LIMITED
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
WILTSHIRE
Postcode
SN1 1HL
Postcode Area
Swindon
Country
England
Major Region (ITL 1)
TLK South West (England)
Basic Region (ITL 2)
TLK7 Gloucestershire and Wiltshire
Small Region (ITL 3)
TLK71 Swindon
Delivery Location
Not specified
Local Authority
Swindon
Electoral Ward
Central
Westminster Constituency
Swindon South

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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