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CRM partner agency tender

SOUTH WESTERN RAILWAY LIMITED

This public procurement record has 2 releases in its history.

Tender

22 Sep 2026 at 11:03

UK4 - Tender Notice
Planning

11 Aug 2026 at 12:26

UK3 - Planned Procurement Notice
Summary of the contracting process

South Western Railway Limited is seeking a specialist customer relationship management (CRM) partner agency to work as an extended team supporting customer marketing across England. The services cover strategic CRM input, customer journey mapping and improvement, customer and audience analysis, and activation where needed. The appointed agency will help strengthen customer marketing, use relevant audiences in paid media and improve multi-channel marketing activity. This is a marketing services requirement, with the work focused on CRM, customer engagement, audience utilisation and related media activation. It is suited to agencies that can combine strategic marketing advice with practical delivery, data-led customer insight and coordinated multi-channel campaign support for a rail business.

The procurement has reached tender: South Western Railway invited offers through an open competitive flexible procedure. The process includes an expression of interest and signed non-disclosure agreement, followed by a pre-selection questionnaire, invitation to negotiate and supplier presentations, using the Medius/Wax Digital e-tendering portal. Enquiries close on 25 September 2026 at 23:59 BST, and the tender submission deadline is 15 December 2026 at 23:59 UTC. The contract is scheduled to run from 1 April 2027 to 31 March 2029, with one-plus-one-year extensions permitted and a maximum end date of 31 March 2031. The estimated value is £1,378,656 excluding VAT, or £1,654,387.20 including VAT. Award is due by 17 March 2027. Evaluation is quality 60%, commercial 30% and social value 10%.

This opportunity suits a specialist CRM or customer marketing agency able to operate as an integrated extension of South Western Railway’s team. Strong bidders will bring strategic planning, customer journey mapping, journey improvement, audience analysis and the ability to turn insight into activation across multiple channels and paid media. Relevant experience in customer engagement, marketing data analysis and translating audience insight into measurable campaign activity will be important. The requirement also favours suppliers able to adapt CRM and analytics capabilities as business, rail-industry, regulatory and technology priorities change, including work aligned with Great British Railways initiatives. Small and medium-sized enterprises and voluntary, community or social enterprises are considered suitable, widening the opportunity beyond large agencies where the necessary specialist capability and delivery capacity are available.

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Notice Information

Notice Title

CRM partner agency tender

Notice Description

SWR seeks to appoint a specialist CRM partner agency to operate as an extended team to support us in our customer marketing and leveraging the value of that in multi-channel and media activation. The focus will be on adding strategic input, journey mapping & improvement, analysis and as necessary, activation to turbo-charge our customer marketing efforts for CRM and utilisation of relevant audiences in paid media.

Lot Information

Lot 1

Options: SWRL may require additional services during the contract term to support evolving business needs, including alignment with Great British Railways (GBR) initiatives, changes in rail industry strategy, regulatory requirements, technological advancements, market innovation, and enhancements to CRM, customer engagement and data analytics capabilities.

Renewal: 1+1 allowable extension

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06e13d
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/089497-2026
Current Stage
Tender
All Stages
Planning, Tender

Procurement Classification

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

Common Procurement Vocabulary (CPV)

CPV Divisions

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

CPV Codes

79342000 - Marketing services

Notice Value(s)

Tender Value
£1,378,656 £1M-£10M
Lots Value
£1,378,656 £1M-£10M
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
22 Sep 20262 weeks ago
Submission Deadline
15 Dec 20263 months to go
Future Notice Date
21 Sep 2026Expired
Award Date
Not specified
Contract Period
1 Apr 2027 - 31 Mar 2029 2-3 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
SOUTH WESTERN RAILWAY 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
LONDON
Postcode
SE1 9LQ
Postcode Area
South East London
Country
England
Major Region (ITL 1)
TLI London
Basic Region (ITL 2)
TLI4 Inner London - East
Small Region (ITL 3)
TLI44 Lewisham and Southwark
Delivery Location
TLC North East (England), TLD North West (England), TLE Yorkshire and The Humber, TLF East Midlands (England), TLG West Midlands (England), TLH East (England), TLI London, TLJ South East (England), TLK South West (England)
Local Authority
Southwark
Electoral Ward
Borough & Bankside
Westminster Constituency
Bermondsey and Old Southwark

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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