How can public transport retain customer loyalty in the face of digitalisation? By providing access via the right channels – that was the answer that emerged from the fifth HanseCom Forum in Hamburg.
How can public transport retain customer loyalty in the face of digitalisation? By providing access via the right channels – that was the answer that emerged from the fifth HanseCom Forum in Hamburg.
A common question surrounding the use of ticketing apps is whether public transport providers should focus on one key app or allow customers to use a range of different apps. The Verkehrsverbund Oberelbe (VVO) recently decided on the latter, because its different customers have different requirements. Similarly, the Karlsruher Verkehrsbund (KVV) is taking a multi-app approach with six different apps to properly address its different target groups.
The Wiener Linien, Austria’s largest public transport provider, has already implemented a centralised platform. It allows customers to access all digital tickets, plan routes via taxi, car-sharing, or bicycle, and flexibly combine multiple modes of transport in any journey. The Hamburger Hochbahn is currently rolling out a similar mobility platform. It will form the basis of the company’s entire distribution architecture and will enable efficient and personalised communication with customers. Customer data in both Vienna and Hamburg is managed using HanseCom’s dedicated distribution and customer management system, PTnova.
Director Business Development & Marketing
HanseCom GmbH
Germany
This article was published in our customer magazine INITiative, issue 1/2019. If you want to receive the magazine regularly per e-mail, we kindly ask you to subscribe.