Research
Travellers’ changing needs offer an opportunity to unlock untapped revenue streams for rail operators says Mark Elliott
F
or years, Toc's have dictated the kinds of services offered to customers, such as booking methods and pricing strategies.
Less time and money has been invested in getting to know customers. Now, thanks to new technology and deregulation, travellers have greater power. And in this changing landscape, operators may find it difficult to adapt their businesses and stay on track if they fail to understand the needs and expectations of their customers. A Western European rail survey from
Accenture shows that travellers have high expectations of technological change for travel1
. Many are expecting to be using
their mobile as an electronic ticket as early as this year and they anticipate that public transport companies will step up communications via social media. The survey, of passengers in the
UK, Belgium, France, Germany, Italy, Spain, Switzerland and the Netherlands,
demonstrates many customer expectations – something that operators need to understand if they are to capitalise on current opportunities and challenges. It revealed five key findings that
should be considered by those seeking to grow their share of the deregulated and increasingly competitive rail market:
1: Travellers want a one-stop booking platform on their PC's - and will likely expect the same on their mobile devices
Online has become the norm, with 71 per cent of respondents saying they frequently use the internet on their computers to purchase tickets. In fact, passengers are more satisfied with online booking than with any alternative method. In addition, 17 percent of those
surveyed, particularly younger passengers, said they frequently book tickets using their mobile devices. If other technologies
are any indication, the early adopters will set the trend for mobile booking, making it a channel for companies to prepare for. The survey indicated that in two years’ time, mobile devices are likely to be an increasingly important booking option. When it comes to mobile ticketing,
rail operators trail other consumer-facing industries such as entertainment and airlines. So the gap between the number of respondents currently using mobile devices to book tickets and those who would like to do so in the future may have more to do with rail companies’ ability to offer relevant mobile services than a reluctance in passengers to use them.
2: Pricing transparency and ticket refunds pose the biggest challenges for passengers Consumers want consistent and clear pricing offers Traditional yield management pricing
July/August 2013 Page 71
1. Accenture: High Performance in Public Transport May 21, 2013
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