Technology
customer driven in its endeavours.’ Before
provide real-time train information and other functionality to their end users. NRE, which is paid for and run by
the Toc’s, further builds on its customer- centric approach, as the first rail company in the UK to offer travel updates to its users via social media, SMS and email. This enables the traveller to receive information via the real-time journey planner, relevant to their personal journey, direct to their devices, which can be accessed on the go.
These devices include NRE’s iPhone
app, iPad app, Andriod app, desktop and mobile website. Collectively, the NRE smartphone and TV apps have been downloaded almost five million times. Customers can also gain vital information updates via NRE’s social media platforms, with it’s widely used Twitter feed now boasting more than150,000 followers, with more than 100,000 also following the 25 regional Twitter feeds that NRE manages.
NRE’s active usage of Twitter in particular is notable in light of the small internal team overseeing the channels,
with an output of more than 5,200 tweets during the month of September by just one or two staff. NRE has also been named the second fastest responder on Twitter globally by a recent study (Social Baker 2013), keeping the traveller at the centre of its provision of information.
Customer feedback driven The small number of in-house staff (currently numbering 25) is part of a wider strategy of outsourcing relevant services to third parties that Chris Scoggins, chief executive, and the team successfully pioneered in 2006. This multi-sourcing strategy involves the outsourcing of all services to more than 30 suppliers. This allows for innovation in resource quality, tighter control over output and risk overseeing the busiest travel information source in the UK. Scoggins commented: ‘Customer- driven innovation is at the centre of all we do at National Rail Enquiries – we strive to do all we can for passengers. All of NRE’s updates originate from customer feedback and as such, NRE it wholly
developing changes to its web and mobile sites, NRE test the effects of a new idea or design via a robust multi-variant testing procedure. This serves some
customers the new page design while the rest see the standard page – the impact on customer satisfaction and behaviour for the two alternative designs is then compared to test both the perceived ease of use and any commercial advantages to increase ticket sale conversions to train companies.
Scoggins concluded: ‘We understand that each of the 17 million users of our services last year is looking for a tailored train journey, based on circumstance or preference and that these requirements are constantly changing. It’s the combination of our innovative approach to technology and sourcing which ensures NRE remains ahead of the curve for its customers.’
•
www.railopsgroup.co.uk
Delivering operations excellence
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December 2013 Page 95
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