Latest Rail News

09.08.13

Passengers dissatisfied with digital communication

Train operators are missing out on digital communication with passengers, new research warns. A study by O2 indicates the transport industry could be losing up to £1.2bn as a result.

Better provision is needed to allow passengers to compare prices and plan their routes in advance. Real time information is also a key factor in passenger experience.

The report found 96% of over 2,000 consumers were dissatisfied by some aspect of their digital journey, with 84% confused by transport websites and apps, and 87% frustrated by the lack of real time information.

Over 80% used digital channels to plan their journeys and check prices, with 66% buying tickets online and 65% using travel news updates online.

970 passengers

Ben Dowd, head of business at O2 said: “Passenger transport companies have embraced many aspects of digital, but there is still a huge amount of scope to transform the services provided to passengers.

“From providing reliable real-time information and ensuring customer services embrace social media, to creating a consistent multichannel experience online and en-route, the impact of successful digital services will be the deciding factor when it comes to engaging and retaining customers.”

Anna Holness, managing partner of O2’s Passenger Services said: “Nearly all of us have used some form of digital technology to plan journeys or buy tickets, so we understand how convenient digital services can be in today’s busy world. The industry is making efforts to provide passengers with the digital tools they want; however there is still room for improvement. The priority now is to create a seamless experience for the customer offering real-time, multichannel information which will ultimately improve the passenger journey.”

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