How a rail service transformed Customer Experience using SCV 

Creating a Seamless Customer Experience through a Single Customer View (SVC)

Introduction

In an era characterized by digital transformation and heightened customer expectations, a leading American rail service recognized the need to align its offerings with evolving passenger demands. In collaboration with a technology partner, the objective was clear: consolidate online and offline data streams into a comprehensive Single Customer View (SCV) to future-proof customer experience, drive innovation, and foster continuous improvement. 

Challenges

  • Data silos hindered a unified view of customers. 
  • Integrating online and offline data posed significant challenges. 
  • Anticipating and addressing rapidly changing passenger needs was complex. 

Leveraging an existing customer relationship management (CRM) platform as the foundation, the SCV was constructed by integrating online and offline data sources. This approach enabled a holistic view of customers while providing the tools to automate privacy and marketing processes, ensuring compliance, efficiency, and personalized experiences. 

The CRM platform served as the central hub for customer data, unifying information from marketing, sales, commerce, and service touchpoints. It offered a comprehensive and intelligent view of customers within a single platform. 

Data was collected from various sources and consolidated into a central location. A robust integration platform connected the CRM with both online and offline data systems, including websites, apps, ERP systems, loyalty programs, and point-of-sale systems. 

Tools were employed to track and synchronize online behavior with offline activities in real-time, enabling dynamic personalization based on user actions across different channels. Data was incorporated and standardized for more precise targeting, seamlessly blending offline data with online behavior. 

Artificial intelligence was leveraged to analyze customer behavior, predict future actions, and automate marketing processes based on these insights. 

Impact

Innovation

Seamless integration of online and offline data enabled digital-physical synchronization and a unified loyalty experience.

Continuous Improvement

Real-time data management facilitated instant updates, dynamic segmentation, and personalized service offerings.

Added Value

A unified view of customers enabled tailored travel experiences, empowered onboard staff, and optimized operational efficiency through API connectivity and data management.

Scalability and Data Stewardship

The system was designed to handle increased data volumes while maintaining data integrity through rigorous stewardship processes.

Service Enhancement

Customers benefited from a unified experience, tailored offerings, and increased engagement.

Outcomes and Benefits

The SCV system contributed to increased passenger satisfaction, boosted ancillary revenue, streamlined service queries, and improved operational efficiency. 

Conclusion

By merging online and offline data, the rail service transformed its operations and solidified its position as a customer-centric organization committed to excellence and personalization.Â