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TICKETING


EMV and other smart card-based technol- ogies have significant benefits, particularly for urban journeys where turn-up-and-go service frequencies can be complemented by turn-up-and-go ticketing. However, longer and irregular journeys will still need planning.


This is increasingly done through self-serv- ice channels on the web, through vending machines at stations and mobile devices such as smart phones. Atos Origin has re- cently launched a secure mobile applica- tion compatible with most kinds of phone that provides a high quality purchase ex- perience for new journeys and makes re- peat purchase very simple.


Tickets can be fulfilled by a barcode sent to the same phone, or a ticket on departure reference can be sent to the phone to facili- tate collection of traditional tickets from a vending machine.


Self-service vending machines will remain important for some time for both collect- ing and buying tickets. They are critical for managing space at stations where it is not physically possible to increase the number of ticket windows to cope with rising de- mand.


Shere, a wholly-owned subsidiary of Atos Origin, is developing some significant im- provements to vending under the overall


“Understanding customers is increasingly important, and there is a need to segment by type and value so we understand who is buying and we can offer extras based on their importance.”


title of ‘Extended Vending’, combining the capabilities of vending with web technolo- gies. These enhancements include provid- ing additional information on timetables and ticket restrictions so customers can be confident they are making the best choice of ticket to meet their needs.


We integrate real time information about train running and platforms, so customers can get all the information they need in a single transaction.


It will also be possible to get online help through a live video conference with a ‘remote teller’ who can guide the inexpe- rienced user through how to use the ma- chine. Whatever ticketing technology is available at stations, the role of on-train staff in inspecting tickets, selling added- value services and providing information, especially at times of significant disrup- tion, will continue to be vital for many operators.


Staff need to be able to exploit the mobile communications that passengers take for granted. Significant recent enhancements to our AVANTIX Mobile solution include the ability for staff to manage reservations in real time, enabling ‘no show’ seats to be freed up and late reservations to be made by passengers and notified to the train crew.


Mobile communications are also used in the new AVANTIX Mobile catering mod- ule for such things as making orders from trains and real time stock checks.


Integrating retail with the wider business has a big role to play in reducing overall costs whilst providing a more seamless customer service. Data from machine readable tickets isn’t just useful for the commercial department; operations de- partments can also use it to make bet- ter-informed decisions on how to handle disruption and reduce customer inconven- ience and complaints.


Linking retailing with real time informa- tion can improve the customer experience enormously, and is particularly valuable in managing unforeseen circumstances such as snow. Providing customers with target- ed and relevant real-time information re- lating to their purchases is a clear example that they are being looked after.


Customers who feel they have been treated well, even in challenging circumstances, will be more willing to travel again.


FOR MORE INFORMATION


Visit www.railtechnologymagazine.com rail technology magazine Feb/Mar 11 | 63


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