Predictions reveal that by the year 2020, experience will be the top factor that customers will value - 50 per cent will choose a good experience over the product or service, or even the price. The more successful an organisation is at providing better customer experience, the more revenue it receives. Rail operators need to understand what their service users want, and meet or even exceed those desires, to stay ahead. The implementation of processes, however hard this seems to the operator, should result in the end user being surprised by how easy the entire journey was.
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