UKTV is television company owned by Virgin Media and BBC Worldwide, the commercial arm of the BBC. They have a portfolio of 10 channels that are available through Virgin Media and Sky television in the UK.
The portfolio attracts 36.5 million viewers each month. The network offers a broad range of quality programming across its entertainment, lifestyle and factual offerings – Watch, GOLD, Dave, Alibi, Eden, Blighty, Yesterday, Home, Really and Good Food.
Online the UKTV portfolio of websites receives approximately 2 million unique visitors per month, with about 500,000 active online site members. However in order for UKTV to start to understand their customer's and online sites users, they needed a customised CRM process to be implemented into their websites, that could capture and store profile data on the user, as well as key information that was required for legal compliance and competitions.
The CRM solution
Using Adobe ColdFusion technology and a SQL Server 2005 backend database, a fully flexible customised CRM process was built and implemented. The type of questions, question order and specific questions, could all be configured using the existing CMS that was in place at UKTV. This would allow UKTV to gain a further insight into their online users, their likes and dislikes. With this information in hand, UKTV could then make informed decisions on future site developments and their users.