--- title: "Single Customer View (SCV) Database and CRM Loyalty Services" ocid: "ocds-h6vhtk-0698d1" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0698d1" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0698d1.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0698d1.json" source: "Find A Tender Service" current_stage: "Tender" buyer: "FIRST GREATER WESTERN LIMITED" published: "2026-05-14" --- # Single Customer View (SCV) Database and CRM Loyalty Services Buyer: FIRST GREATER WESTERN LIMITED Current stage: Tender OCID: ocds-h6vhtk-0698d1 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0698d1) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-0698d1.json) ## Summary 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. ## Notice 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. ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/044404-2026 | | 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 | | All stages | Tender | ## Dates | Field | Value | | --- | --- | | Publication date | 14 May 2026 | | Submission deadline | 5 Jun 2026 | | Future notice date | Not specified | | Award date | Not specified | | Contract period | 1 Jan 2027 - 31 Dec 2029 | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | £4,295,000 | | Lots value | £4,295,000 | | Awards value | Not specified | | Contracts value | Not specified | ## Status | Field | Value | | --- | --- | | Tender status | Active | | Lots status | Active | | Awards status | Not specified | | Contracts status | Not specified | ## Buyer | Field | Value | | --- | --- | | Main buyer | FIRST GREATER WESTERN LIMITED | | Locality | WILTSHIRE | | Post town | Swindon | | Postcode | SN1 1HL | | Country | England | | ITL 1 | TLK South West (England) | | ITL 2 | TLK7 Gloucestershire and Wiltshire | | ITL 3 | TLK71 Swindon | | Local authority | Swindon | | Electoral ward | Central | | Westminster constituency | Swindon South | | Delivery location | Not specified | ## CPV Codes ### Divisions - 48 - Software package and information systems - 79 - Business services: law, marketing, consulting, recruitment, printing and security ### 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 ## Release History - 14 May 2026 at 13:21 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/044404-2026 ## Documents - https://www.find-tender.service.gov.uk/Notice/044404-2026 14th May 2026 - Tender notice on Find a Tender ## Notice URLs - https://s2c-uk62.waxdigital.com/FirstGroupPlc/DisplayModules/TradeModules/Negotiations/Opportunities/ViewOpportunityEvent.aspx?EventID=5014&Culture=en-GB - https://www.legislation.gov.uk/ukpga/2023/54/contents ## Provenance This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0698d1. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0698d1.json.