Train Operating Company CX review case study

Key Challenges

Our Approach

The Results

This UK train operator sought our help to define what its end-to-end customer journey should be, as part of a process to bid for a rail franchise.
A core part of the bid criteria was to demonstrate how the customer experience would be improved; and particularly how technology could be used to bring about a step change in the service passengers received.

The scope of the project included assessing how digital technology should impact ticket sales, journey planning, and customer service on-train, in-station and online.

Practicology analysed the train operator’s core customer segments by passenger volume and value. For each group we mapped a typical customer journey and identified where digital service played a role.

We then examined the existing online and offline customer experience provided by our client and other train operators, to understand the benchmarks for a joined-up experience. Our consultants used ticket kiosks, visited ticket offices and bought tickets online through desktop and mobile.

We highlighted clear opportunities for improvement based on gap analysis of best-in-class train customer experience.

We presented our findings to the client and worked with the business to help produce the final bid document.

The bid was subsequently successful, and our client was awarded the franchise.