High-Tech Customer Tools

This project will deal with how mobile technology can be utilised by the rail industry to deliver information that will lead to rail travel preference and improved customer satisfaction. The use of 3G mobile technology has expanded exponentially throughout the world and provides the opportunity for organisations to provide timely and accurate information on demand. The public now expects information to be instantaneously accessible and delivered through online and mobile technologies. Information on demand allows consumers to make informed choices and build preference when it is personalised, localised and convenient. The study will review the current literature on the many and various types of technologies available to deliver information on demand.

Consumer responses and uptake of new technology has varied, some market segments have even resisted the uptake of some new technologies. To gain a more informed understanding of the type of information that consumers would demand, a single exploratory focus group will also be conducted of mobile phone and potential rail users to uncover the type of information that would be useful to assist them in making rail decisions using available technology. This exploratory research will therefore inform future studies on the types of technology available and information needs of potential rail users. The findings of this research will direct future research and communication strategies on the most promising areas of technology and information that have the greatest potential to increase rail use and improve customer satisfaction.

Systems around the world are already delivering information on demand, thereby enabling online bookings and payments from mobile technology and self-service kiosks. This demand for relevant and timely information is expected to increase over the coming years with the reduction in cost of wireless and GPS technology and the increase in traditional media clutter. This research will enable the rail industry to implement strategies that will facilitate improved customer satisfaction and increased rail use.