Creating the Benchmark Passenger Experience at Railway Stations

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Gares & Connexions

10 million visitors a day
3000 stations in France
400 stations with 1 shop
2 billion travelers per year
1.5 billion sales in 2018
180,000 M2 shops
3,700 agents

Experience Strategy
Service Design
Business Design
Strategic Marketing

  • New commerciality
  • New intermodality
  • New routes
  • New services
  • New ways of urban life
  • New key-roles

SMART STATION.

IN 2014, THE EVOLUTION OF OUR LIFESTYLES AND THE CHANGES INITIATED IN MULTI-MODALITY TRANSPORT TRANSFORMED THE OPERATIONS OF GARES & CONNEXIONS.

For decades, the SNCF has achieved technological feats to transport the ever-increasing number of annual travelers, in the safest, most punctual and comfortable conditions possible, over thousands of kilometers.

We prepared the URBAN AND COMMERCIAL TRANSFORMATION OF THE RAILWAY STATION INFRASTRUCTURE, with about fifteen projects that redefine the quality of passenger and waiting area experiences.

STORY

To support the strategic transition from a train-centric company to a customer-centric company, it is essential to equip it with a global, multimodal and augmented vision of travel while finely organizing customer journeys in order to appropriately invest in all presence, business and exchange opportunities.

CHALLENGE

We shifted Gares & Connexions’ focus onto the customer to build a new station use model, from door-to-door travel experiences to roadmaps for passenger, waiting and visitor services.

This step made it possible to prepare the railway station infrastructure’s urban and commercial transformation, with about fifteen projects structuring the quality of passenger and waiting area experiences. It also allowed us to initiate the company with design thinking and customer strategy protocols for its commercial divisions, its A2C Property (which has become Retail & Connexions) and AREP’s architectural employees.

SOLUTION

A significant 8-month innovation & change management project to bring together all Gares & Connexions’ businesses and governance contributors in a collaborative and strategic capacity.

Side-by-side, we co-developed the customer experience benchmark and the passenger and traveler services platform, with three levels of interventions:

  • The construction of a multi-modal consumer experience and door-to-door user journeys, based on statistical treatment of best/worst experiences, after which we consolidated the impact of actions on peak stress and well-being levels of travelers to create a standard experience model, by category of travelers, visitors and partners.
  • A 5-year new services roadmap
  • Three clusters of passenger operational framework & roadmap services

+20% retail turnover in 3 years for Retails & Connexions at 400 stations

1/3 of railway station goers visiting service destinations in 2017 (SNCF measure)

2018 railway station traveler satisfaction barometer: 7.48/10