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.
AU 
