1

Reimagining Passenger Rail: Taking the Digital

Route to Customer Engagement

TCS Oracle CX Practice

It’s time to change tracks.

The Rail Journey So Far

Railway companies have been

slow to adapt to change. While

airlines have transformed

customer experience (CX),

railways continue to follow

decades-old practices.

CX for the Connected,

Informed Traveller

Customers expect:

Comfort Convenience

Personalization

They are quick to share feedback on

unmet expectations.

Prompt service

How do you serve—and delight—

the digital passenger?

All Aboard, Yet

Running Late

Customers treated as

passengers

Lack of relationship building

and personalization

No real-time travel

conversations on social media

or live chat portals

Absence of proactive service

Switch Tracks to

Accelerate Performance

Focus on digital enablement

Develop and understand

customer personas

Identify moments of truth that

offer room for improvement

Visualize the experience

journey—inspire travelers

to book their next trip

Modernize the Rail

Journey

Use targeted, engaging

content and campaigns to

inspire and engage customers

Retain unhappy customers

with proactive service recovery

Recognize and engage

customers at stations using

beacons

Improve mind share with

gamification

Offer mobile tickets and a retail-

like travel shopping experience

Gear up Performance

Predict customer purchase patterns

with Big Data analytics

Look to the future — leverage new

technologies like virtual reality, IoT,

robotics to elevate experience

Optimize costs with automation, such

as knowledge portals and virtual agents

Achieve Express

Speed with TCS

Modernize engagement across the

customer lifecycle

Research and Plan

Purchase

Reservation

At the Station

On the Train

Post Journey

Railway

Customer

Lifecycle

The Change Has

Begun

Netherlands Railways uses sensors

at stations to capture and analyze

data on customer behavior, to help

streamline commuter traffic.

Virgin Trains offers entertainment

services on-board. Customers can

watch films and TV shows, read

magazines, or play games on their

mobile devices.

10

Copyright © 2016 Tata Consultancy Services Limited

Reimagining Passenger Rail: Taking the

Digital Route to Customer Engagement

Follow us on Twitter

Follow us on SlideShare

Download TCS CX offerings brochure