Technology is all around us. From hybrid cars to commercial space flights we’re seeing technology come of age in nearly if not every industry. Our rail networks shouldn’t be any different.
We’ve seen the rail industry take great strides over the last 10 years – and even more so when compared to the days of George Stephenson’s steam train in the early 19th Century. Nowadays you can tap in with an Oyster card on the Tube and stream a host of media via Wi-Fi-enabled, long-distance trains, but there’s much more to come from the industry that helps millions of Britons get to work every day, or just get away.
As with any business, train operating companies (TOC) have to deploy technology to focus on providing unparalleled customer service to ensure that they’re not only profitable but offer competition to other forms of public or private transport. The ability to give customers what they want, when they want it is expected nowadays, and this immediacy of service will set TOCs apart from their competitors in all the right ways.
A prerequisite of any long-distance TOC is the provision of an on-board catering facility. This can take many forms from trolley services to a catering carriage, which is becoming less fashionable in the UK as space is at a premium on the most popular routes – a welcome change for passengers who can’t find a spare seat. Trolley catering, though, doesn’t just save valuable space, it also adds a lot more comfort to a passenger’s journey as the catering carriage comes to them. No longer do passengers have to traipse around on-board looking for a place to purchase a coffee; they can sit in the comfort of their seat and buy an alcoholic beverage or even sandwich if they’re a little peckish. This is technology at play and it has really helped TOCs manage their stock and take payment simultaneously.
But running an effective and efficient catering service is not without its challenges. The need to process cash, credit and debit card payments, monitor stock levels and provide head office with an accurate view of sales requires great technology and infrastructure. These and other significant operational issues can be easily overcome with the use of intelligent mobile payment solutions, linked to a smart stock control ordering system. Being able to identify the most popular products on certain routes using real-time data collated from purchases allows TOCs to manage stock and maximise turnover. Mobile management can play a vital role in bettering this service. From taking orders to monitoring stock levels and offering quick and easy payments options, TOCs can ensure that they serve customers quickly, minimise lost revenue and gain more satisfied customers.
This type of infrastructure needn’t be expensive and it can make the world of difference to any journey, especially for time-poor commuters or stressed parents. We’ve seen TOCs operate with flexibility among most of the services they offer, and payments and smart stock control should be no different. What’s the point in having a high-speed rail network if you fail to maximise your earning potential and miss a trick by not offering the most popular products at peak times?
Customer service doesn’t just start and end with a smile, although this definitely helps. The ability to predict what people will buy, have this available in an easy-to-purchase form, and be able to communicate this with passengers is the real key to providing an award-winning service. If this is done correctly, TOCs will not only win in the eyes of their customers but enjoy greater revenue streams which can then leverage cost savings across the entire spectrum of the business, which again would be met with nothing but joy from every passenger on board. Those that don’t diversify and welcome technology with open arms will, without doubt, be left behind. Those that do will be best placed to offer unparalleled service on board and reap the rewards across the entire business.
by Simon Pont, CEO, ECR Retail Systems
