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London 10. October 2014EMTA General Meeting

A Danish experience:electronics for transport communication

Per Gellert

Director Planning

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Public Digitalization 2011-15 in DenmarkEffective and modern public sector

National Strategy in 3 main areas

1.No paper forms or letters

– Applications, letters and other written communication

2.New digital welfare

– New technology in education, welfare and healthcare

3.Closer public digital cooperation

– Coherent public sector, same data basis and common solutions

Public transport information not part of the national strategy !

What is useful traffic information?

Why Digital Traffic Information ?

•Digital information enables us to provide our customers with real time information

•Digital information is easier to update and maintain

•Customers expect us to deliver updated and relevant information

Sometimes less is more

• 28 different analog services/channels

• 14 different digital services/channels

• Unsynchronized information between the different channels

Movia strategy for digital traffic information

5 strategic guidelines

1.Clear priority between the different services

2.Delivery on the doorstep

3.Confirm the customer during their travel

4.Traffic information in real time

5.Coherence between the different companies and means of transportation

More realtime– More digitalLess paper, print and analog

No printed time tables from september this year

• Part of the strategy

• Outside normal time table shift

• Information to:

– Municipalities

– Drivers

– Medias

– Customers

• Preparedness in Movia

– Call center

– Press and political board

Analog bus stop time tables with digital elements

Lessons learned so far…

General

•Remember to involve municipalities

•Work with lobby organizations – Elderly, handicapped, etc.

•Information campaigns in busses/local areas when changes occur

•Do your press work

•Extra manning of call center to handle questions and ordering of printed time table

•Ongoing following up on the political system

Removing printed time table

•Very few reactions

•Still very high concern about printed time tables at bus stops. Will disappear in 3-5 years

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London 10. October 2014EMTA General Meeting

Digitising the Journey

Working Group: Digitising the Journey

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The questionnaire

• The questionnaire concerned the following topics

- examples of customer process including all steps of a customer journey- different digital tools in the customer process - a description of the function of every tool - the coverage of the function across the customer process- a description of the advantages of the digital service as well as the barriers faced by the customers while doing their trip- an identification of what more a (new) digital service could do to be useful to passengers

• 18 members of the commission filled out the questionnaire (De Lijn, London, Copenhagen, Arriva (England), Bergamo, Connexxion (Holland), Helsinki, East Japan Rail, Bilbao, Athens, Paris, Gothenburg, Vienna, Prag, Torino, Toulon, Stuttgart, Kartanaka)

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The questionnaire – main results (1)

• All participating members provides digital tools covering one of more steps in the customer process from journey planning to evaluating the trip

• The members agree that the following steps cover the customer journey

- Journey planning- Ticket purchase- Start of journey- Shifts among transport modes- Transport- Follow-up / Evaluation of the trip

• Mobile tools, especially apps, are most common and valued more important than other digital platforms

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The questionnaire – main results (2)

• Only two members provide a mobile tool covering all steps in the customer process:De Lijn (app) and TfL (mobile web)

The solutions offered by the other members usually lack integrated ticket purchase and / or follow-up / evaluation

• Most members provide a website covering all steps in the customer process

• A majority of the members provides different kinds of digital services on the trip

- Count down screens on stations and bus stops- Departure screens at terminals- Way finding screens- Vehicle displays (name of next stop and expected arrival time)

• 8 members (still) provide a text ‘next bus / metro’ tool (sms)

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Findings (1)

• All public transport organisations are working with the same kind of services

• Customer needs are the same

• The trend is to provide mobile solutions

It seems like apps are more common at the moment than mobile web and responsive web pages

• Only a couple of PTOs have an integrated service package covering all touch point on a mobile tool

Especially ticket purchase and trip evaluation seem to be a challenge to integrate

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Findings (2)

• The members’ main digital priorities in the near future are

- Integrating ticket purchase- Integrating the follow-up step (complaints and service guarantees)- Personalised information (favourite journeys and routes, stops, addresses etc.)- Improve information in case of disruptions (e.g. advice on alternative routes)- Improve data quality of real time information- Usage of social media- Integration with map providers (Google maps)

• No PTOs have mentioned tools integrated with other modes of transport (city-bikes, car-sharing etc.)

and none has mentioned it as a priority in the near future

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Themes of interest to investigate

1. Seamless customer experience on the mobile

- Integrated service package covering all customer touch points- Integration of PTOs and other modes of transport

2. Usage of social media

- Offer the service on platforms used daily by the customers rather than make customers seek PTO platforms

3. Disruptions

- Provide relevant services and advise in case of unplanned disruptions situation to prevent bad customer experience

4. 3rd part cooperation

- Open data and big data

Thank you !