26.01.18
CrossCountry: A more personal touch for passengers
Andy Cooper, managing director of CrossCountry, reveals more about a new interactive app poised to transform how passengers travel by rail.
Luggage has been a challenge for Britain’s railways ever since someone decided to put wheels on cases and people started bringing more bags than they could possibly carry. For long-distance train operations like CrossCountry, which serves towns, cities and holiday destinations popular with leisure travellers, it can be a particular headache. Certainly in the summer, when people take the contents of every wardrobe in their house with them, and also during the festive period when people are travelling to visit friends and relatives, and taking presents as well as their possessions. The railway has long been seen as a universal carrier for anything people wish to travel with, and this presents challenges for all train operators.
At the start of our franchise we increased space for luggage across our fleet of trains by around one-third, with bigger luggage racks and by removing the old-style onboard shop. However, since then we have seen increasing demand for travel and, with it, more luggage. So without more carriages and luggage racks, and not wanting to take out seats to make space on the off-chance it’s needed for someone’s bags, we need to find a way to ensure the space we have is used wisely and properly.
Every year the rail industry puts up posters asking customers to store their luggage properly, not to put bags on seats and not to leave their possessions unattended; the same static displays our customers walk past and barely notice amongst the plethora of marketing and information posters in stations. So this year at CrossCountry we decided to try something new and different, and to help make the point we’ve partnered with British Transport Police (BTP).
For several months we have been utilising augmented reality tools to bring to life our internal communications. Using an app on their phone or tablet, our people have been able to watch short videos of people explaining particular matters – transforming the ‘written word’ and offering an opportunity to provide a personal touch to communication. The feedback we’ve had from our people has been fantastic, and we’re now trying to find ways to build on this success.
In a trial during December 2017, we handed out special luggage tags to customers at selected stations along our routes. Alongside the typical holiday traveller, we deliberately targeted students going home for the holidays, as they are both technologically aware and likely to have several bags and valuable items with them. As well as the ability to attach to their bags with their name and contact details, the tags also include a TravelSmart logo which, when scanned using the ‘XC Community Hub’ app that can be downloaded for free from Google Play or the Apple Store, will load a video of BTP chief inspector Andrea Graham offering important and practical advice on taking luggage on trains and how to store it securely and safely. Watching Graham explain the best way to look after their belongings really brings home the message to our customers. And if the campaign is a success, we will look to roll this out again next summer, especially at tourism hot spots, airports and cruise liner ports across our network.
In the meantime, we’re hoping this innovative use of technology will help our customers over the holidays to store and take care of their belongings when travelling with us, and to help them and their luggage arrive at their destination.
FOR MORE INFORMATION
W: www.crosscountrytrains.co.uk