Consumer Experience

 

 

 

 

 

 

This time last year, Europe suffered travel disruption on an unprecedented scale. Not since World War II had the European airspace been paralysed to that extent. And the ash cloud’s devastating effects were felt throughout the transport chain. As planes were grounded, passengers and freight operators looked to alternative methods of travel with the net result being gridlock throughout Europe. Anecdotally, I remember being at Gare du Nord in Paris and seeing streams and streams of frustrated travellers desperately trying to find a way to get home. They just couldn’t go anywhere.

 

The weeks and months that followed have allowed the travel industry to take stock of events and I am sure they have spent time thinking of ways to best deal with crises in the future, whether they by on the ash cloud's scale, or not. Dutch rail operator, NsHiSpeed was one of those who drew important lessons from the ash cloud. At last year’s Amadeus Total Rail Customer Forum, NsHiSpeed’s Head of Sales, Ron Heeren gave us an insight into the conclusions his company had come to.

 

For Ron, it’s clear that events had a very negative impact on the travel industry with the situation for passengers at the time an extremely difficult one. Grounded planes and days of uncertainty meant train waiting lines increased as time went by.

 

Four important lessons stand out for Ron. Firstly, it’s essential to have good managers, capable of dealing with a situation of this magnitude. Every situation is different and good managers are those who can deal with each and every one of them. Secondly, passengers want to be informed on the go and as such, mobile technologies are playing an increasingly important role in the travel industry. Thirdly, additional capacity is important, but it’s only half of the story. Loading and filling these additional carriages is equally important if you are to stay on top of the situation. Lastly, you need a greater number of trained staff and you cannot afford to depend on your core service staff. At NsHiSpeed, they’ve created a back-up team that can be sent out into stations if needed.

 

With regards to mobile technology going forward, pair it with social media and the travel industry has an incredible tool at its disposal to deal with crises. Social media allows travel companies to start conversations with their customers. It allows companies to keep these customers informed 24 hours a day, wherever they may be. With mobile devices in the hands of so many, the opportunities for information on the go are almost endless. Consumers use Twitter for status updates and to ask questions, for example. And they expect answers. For NsHiSpeed, this is not a threat, but rather an opportunity to exploit. They view Twitter, Facebook, etc…as an additional channel through which to distribute information. And they’ve created a new social media e-commerce team to do just that. Four staff members are on hand to monitor tweets and answer them on the spot. The question is whether or not in times of increased volumes, companies will be able to manage the constant flow of customer questions and demands. Maybe working with others in the travel industry is the solution? 

 

Indeed, Ron states partnerships are key to successfully dealing with large scale events like the ash cloud. Regardless of which industry you work in, be it air or rail, you need to act together, as one, to respond effectively. Ron believes those concerned have to have a flexible mindset, willing to adopt, for example, a technical platform that encourages partnerships, whilst allowing for competition. Achieving a viable model like this is where the real challenge lies, but once it’s in place, crisis management will become an easy task.

A study commissioned by the SNCF has given an interesting insight into what travellers want out of rail today.

 

To mark the TGV's 30th birthday, 1,000 16 year olds and over were questioned by Ipsos in March about what they wanted most when they travelled by France's iconic high speed train. Seven out of ten of those who took part in the study said they would like more destinations added to the TGV network where as only four out of ten want to get to those places faster. This is especially interesting when you consider High Speed Rail is such a hot topic at the moment.  

 

The SNCF’s research also revealed that travellers are looking to airlines for inspiration when it comes to the TGV experience. Accustomed to all the creature comforts on long haul flights, half of respondents said they’d like individual TV screens on all seats.   

 

They would also like relaxation areas, play areas for children, restaurants and even a carriage fitted out with a cinema.

 

Considered by the majority of those quizzed as a way of bringing families together, the TGV has transformed the way in which people view the distance and journey times that sometimes separate loved ones and friends.

 

For those questioned, it is clear that the TGV has made a big impact in their lives. What they are looking for now is the total rail experience. Content with spending sometimes over five hours on a train, they would like onboard services reflect the fact they are looking to relax and be productive while travelling. If they are to choose rail over air, they want it to give them the best possible experience possible.

 

Those questioned see rail travel as the sociable way to travel. Indeed, close to eight out of ten people said they had begun a conversation with their neighbour on the train, two out of ten had ‘found’ long lost friends and one out of ten even stayed in touch with their fellow passengers.

 

In the age of cheap air travel and the abundance of low cost carriers, perhaps rail is being seen as the ‘human way to travel’. Could it be that people have had enough of long queues at the airport, endless security lines and being flown round Europe in cramped economy seats? Judging by the responses, it is clear that rail travellers are now favouring the ‘go slow and relax’ approach rather than viewing long haul travel as a race, with passengers rushed across France. And indeed, surely getting to and from your destination should be as enjoyable as the destination itself.