Aly Richards was formerly Head of CRM at O2 and spearheaded the world’s first Customer Decision Engine implementation. This took all of a customer’s data and, based on their previous behaviour and interactions, recommended to the customer services operator the next best action that would most likely retain, cross sell or upsell the customer. This saw a multi-million pound increase in EBITDA. However, although Aly had no problem influencing an engaged audience she faced the problem of getting access to an engaged audience and driving them to contact customer services to allow the decision engine to work. Aly joined forces with Scott McLean to develop an approach and range of services that focusses on mapping audience journeys to bridge the gap from initial audience engagement through to sales engagement and on to customer engagement. The approach and software to manage it delivers tangible ROI from marketing activity, accurate sales forecasting and greater opportunities to deliver more value to and from a customer via engagement management.