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Technology
teams are connected with customer service
employees through mobile technology will
allow them to address problems faced by
passengers faster.
Mobile technology is becoming
indispensable to employees servicing our
railways too. Equipping Network Rail
trackside engineers with smartphones and
tablets allows them to access information
about technical challenges they are facing
while on the job.
The ability to capture information
digitally and process it in real-time means
Network Rail can predict and prevent
problems on the tracks rather than fixing
them when they occur. This in turn improves
efficiencies in service, boosts passenger
satisfaction and drives loyalty.
The digital world means new revenue streams for
rail growth
As mobile technology evolves, rail operators
need to work harder to keep passengers
connected throughout their journey. The
4G spectrum auction marked another major
milestone in the UK’s journey towards a
new generation of mobile technology. With
that comes the potential for businesses,
including rail operators, to transform the
way they work, serve their customers and
boost revenue. But this also raises a question
in terms of accessibility of these new services
on trains – will 4G drive the design and
implementation of new rolling stock for
example.
From a logistical perspective, 4G will be
invaluable in creating a truly flexible UK
workforce. With speeds five times faster
than 3G, large files can be downloaded and
sent while on the move, video conferencing
can take place almost anywhere, and realtime
data can be sent from the point of
source, all without the need for an office, a
desk or even a computer. Rail operators can
capitalise on this opportunity by ensuring
they have a robust infrastructure in place to
match these developments – they need to be
4G ready.
The boom of 'm-commerce' is set to
continue with the arrival of ubiquitous
connectivity through universal 4G. More
passengers will be shopping on their mobile
devices, presenting a huge opportunity for
rail operators to work with retailers in travel
hubs to generate new revenue streams.
With the right digital engagement
tools such as mobile marketing messaging
services, rail operators can stay ahead of the
competition by offering value-added services
to passengers, such as incentive vouchers
for refreshments on their journey, deals on
taxi services or discounts on visits to local
attractions at their destination.
The digital passenger is an opportunity for the
rail sector
In today’s hyper-connected world, the
amount of data we are generating is growing
exponentially. It’s a trend that is creating
enormous challenge for organisations across
all sectors, from the IT to the marketing
department alike, but it also presents some
fantastic opportunities.
It’s important to remember that digital
engagement isn’t just about products and
services, it’s about inspiring change and
introducing new ways of doing things -
different, personalised ways of interacting
with customers. The opportunity to
understand more about customers – in
turn allowing operators to drive a closer
relationship with them by delivering a more
personalised service experience is out there,
it just needs capturing .
At a time of economic uncertainty in
the UK, rail operators that jump on the
digital technology and innovation available
to create new revenue streams have a real
chance to grow, contributing to a boost in
the rail industry as a whole.
Anna Holness is managing partner of O2’s Passenger
Services practice.
O2 recently launched an initiative to recognise
innovation in passenger services and support
good causes at the same time. For more
information on the O2 passenger services award
visit: www.o2.co.uk/enterprise/sectors/passengerservices/innovation-award
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Page 76 July/August 2013