Enhancing customer experience in rail travel

Customer experience is enhanced it two ways, either improving services or resolving problems well. Either case

cannot be achieved without engaging customers in innovation. However, for each customer-facing organisation

(CFO) the cost and risks of building the necessary IT innovation infrastructure, individually, are considerable

barriers. Worse still, such fragmentation is confusing for customers. The project will address these challenges

by developing a single UK-wide innovation infrastructure seamlessly connecting customers to any CFO and their

supply chain. The project will pilot the infrastructure on a range of CFO projects such as addressing the needs of

the visually impaired passenger, better “wayfinding” at stations/platforms, reduction of disruption due to

suicide attempts, innovative group ticketing e.g. families, school outings. They also want to develop customer

experience enablers and digital assets including social media analysis, journey mapping, digital customer

panels, extracting more insights from passenger surveys all of which will allow the industry to achieve a step-

change in its ability to improve customer experience through innovation.