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RAIL CHAMPIONS


Dr Craig Nelson, senior consultant for Steer Davies Gleave, tells RTM’s Kate Ashley how social networking technologies can be a valuable asset for the rail industry.


T


he Information Age is developing at an almost exponential rate, with new


technologies and services becoming readily accepted and mastered as soon as they hit the market.


Industries and service providers must look to embrace these new technologies quickly to maximise the potential benefits for their customers. Mobile phones with internet capabilities are now widespread and social media such as Twitter and Facebook rep- resent opportunities for service providers, including in the rail industry, to interact much more closely with their customers.


Dr Craig Nelson, of transportation consult- ants Steer Davies Gleave, is in no doubt as to the power of social media. Speaking at the Rail Champions’ Intelligent Cities Hub debate in May, he offered a clear view of how social media can be used to open up new avenues of communication with pas- sengers, and said that Twitter especially came into its own during the winter 2010 travel chaos. When official information systems failed, some operators encouraged passengers to update each other through social media.


Nelson stressed the importance of contact with passengers, especially in difficult cir- cumstances, saying it “is paramount to en- suring good service and satisfied customers”.


He told RTM: “Social media is a great way of getting and supporting real-time data, sharing information out to people in real- time and assisting local authorities to im- prove their communication.”


Interactivity


Social media can provide a great deal of detailed information for both those using and those running rail services. The inter- active element means that both parties can engage and collaborate to increase perfor- mance. In this way, it is a chance to learn as well as an opportunity to inform.


And social media does not have to be seen as a replacement for more traditional methods of contact. To avoid the develop- ment of a two-tier level of access towards information, which could leave behind the millions who do not wish to make the leap


82 | rail technology magazine Jun/Jul 11


media platforms means that it becomes available to a large number of people in a short space of time, so this free publication of data can achieve results whilst being cost and time effective.


online, tools such as Twitter can be used in conjunction with existing modes of com- munication like leaflets and face-to-face assistance.


Nelson explains: “Social media is going to be very important as a support for tradi- tional means of communication, such as electronic signage and printing materials.”


Twitter can provide a vast amount of data pertinent to rail companies. The public can highlight incidents as they happen, as well as giving honest feedback about their experiences. Responding to customers who contact organisations via social network- ing sites helps develop trust and this direct engagement can help to promote customer relations, he said.


Nelson continued: “The information that becomes available can then be exploited by developers and website designers to en- sure that the right data is built into journey plans, making it easier for people to plan A to B journeys which are accurate and reflect the real-world situation at the time.”


This means that journeys can be updated as soon as information indicates that there is a change, or if passenger preferences are pointing in a certain direction. Journeys become more personal and appropriate. Data that the public provides can be tai- lored specifically to their needs, ensuring that rail companies’ responses are relevant to the individual.


“In the future, I think Twitter and Face- book will become more sophisticated and more in tune with the way people use the interfaces,” Nelson adds.


Easy distribution The way information circulates on social


This new system of sharing information encourages people to become ‘active pas- sengers’ who are aware of the amount of control they can exert on the rail services available to them. People can choose to re- ceive automated alerts for certain services, which provides another way of adapting their experience to fit their lifestyles.


Multi-modal websites allow travellers to access information in a variety of medi- ums, which caters to different preferences, dependent on the type of passenger. Again the key is choice and relevance for each person. This could involve a website with a search engine for train tickets combined with a regularly updated travel alert ap- plication that also offers a variety of ways to contact the company. Rail companies could also consider generating and dis- tributing crowd-sourced maps containing information about problem areas, to help other passengers avoid similar stress when planning their journeys.


In terms of a loss of reliability, all infor- mation collected from the public should be checked with official sources, ensuring validity of content, Nelson adds. Addition- ally, if a story has been repeated in several different places, it can be taken more seri- ously than a single comment.


If the rail industry takes some of these ideas on board, customer relations and service could greatly benefit. The fact that social technology is constantly updated means that problems in this approach can be high- lighted, considered, and resolved quicker than ever before.


As Nelson says, social media is a great way to get information across to the millions who use the rail net- work.


Dr Craig Nelson FOR MORE INFORMATION


T: 020 7910 5000 W: www.steerdaviesgleave.com


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