A COMBINATION OF UX AND TECHNOLOGY TO HELP AN INTERNATIONAL PUBLIC TRANSPORT COMPANY CREATE MEANINGFUL RELATIONSHIPS WITH PASSENGERS
Public transport provision can often be seen as anonymous from the point of view of the customer. We buy a ticket and take a train with little or no control over which provider we travel with. The challenge is to create digital touchpoints that express the wider context of the provider and give the passenger more value than just a ticket.
Train operating companies exist in the physical world and we wanted the digital experience to reflect and amplify that. As well as delivering an engaging experience to the customer, the platform also needs to drive ticket sales, secondary purchases and customer insight. We developed a strategy called ‘Time and Place’ that delivers both of these requirements.
We combined content and interaction to create a rich set of user journeys that bring to life the destinations and experience offered by travel, while at the same time allowing the customer to reveal more about their needs and interests. Our soniQ platform powers the whole site. It watches every interaction and builds up a real-time picture of the customer, placing them into the company’s segmentation as their behaviours are revealed.
This approach has yielded not only better customer engagement and increased revenue, but also meaningful value from every customer interaction.