Big data experts often claim that the deluge of personal information will be the driver of delightful customer experiences across most, if not all, industries. It’s fair to say, however, that despite millions of people using public transport every day, many operators are still stuck in the slow lane when it comes to harnessing customer information to increase the value of marketing campaigns.
Despite the fact that UK consumers spend more on commuting than their European counterparts , a low proportion use digital touch points to pay for their journeys. As little as 18% of customers currently book their travel online in the UK meaning the train operator doesn’t have the customer insight to feed into an on-going CRM programme.
Passengers might always buy their ticket at the booking office and even if they do buy online it could be they are just one of the ticket holders – other people’s details would then remain uncaptured. This makes it extremely difficult for companies to understand the daily commuter, or indeed any of their customers, in an age when people are rightly expecting more targeted communications.