Personalising The Journey
We live in a consumer age where we expect to get what we want, when we want and in a manner of our choosing. Never before have we been so digitally empowered and tech giants like Amazon and Netflix are to thank for this change in behaviour. Not only do they know what we need, but they offer it to us before we even know we want it, this is personalisation.
In sharp contrast, the transport industry has been consistently lacking when it comes to personalising its service to customers, nowhere is this more prevalent than in the rail industry. Train operators are now under increasing pressure from passengers to meet the high communication standards set by other industries.
The gap in the market
Currently, all 30 train operators are using Twitter to broadcast disruption information to their followers (over 3 million of them).
Of course, there’s no way to prioritise this information so that it’s relevant to the individual. As a result, a mass crush of all disruption information across all services is published for the public to comb through themselves. As irrelevant information overload continues to grow, so does customer disengagement.
It’s clear then, that there’s a disconnect between the train operator and the customer. More often than not, train operators have no idea who is travelling on their trains and no ability to communicate directly with them. Quite simply, operators need to be asking themselves the straightforward question: “How do we get the right information to the right people at the right time?”
The solution: personalised door to door information
The answer is personalised, real-time information for the individual traveller, delivered predictively and proactively through the channel of their choosing. Passengers on delayed or cancelled trains could be re-routed mid-journey, mitigating the effects of disruption before they even take hold. It is this highly-targeted, personal approach which will not only improve the customer experience, but puts operators on the front foot when it comes to improving network efficiency.
When looking at Amazon and Netflix, it’s clear they understand the value of human behavioural data when it comes to delivering unparalleled customer service.
This sort of data has been used by the online advertising industry for many years and underpins the ability to both understand and engage more meaningfully with customers. In the transport sector, this data can be processed through our Passenger Connect platform to help build a unique profile for every passenger, and ultimately deliver an enhanced, personalised customer experience.