If Digital transformation is all about the connected customer, then how can transport be truly transformational if it doesn't provide what the digital customer wants?
A customer doesn't want a fragmented mobility experience. They want a cohesive one that is consistent (but not necessarily exactly the same) across all digital channels. But how can transport deliver a truly mature digital experience when:
- Every train operating company (26 in the UK) is a difference franchise, most of them providing their own online account
- Many local bus services don’t have online self-service accounts and those that do have one for each operation / franchise (despite these services being run by the same parent company in a lot of cases)
- Public transport services have private competition which only allow their tickets to be accepted via their own mobile app
We therefore need a rethink of how every customer account for each transport provider integrates. And that this way of integrating is not locked to a particular operator or technology provider. To ensure that if I have 4 accounts with 4 different operators... I don't have to log in to each one to get a holistic / aggregated view of my entire transit purchases or trips.
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