Interact to understand: Thanks to yawave, the Rhaetian Railway can not only interact with passengers more easily, but also generate targeted customer knowledge in the form of valuable feedback. Thanks to the intuitive design and the given advantages during a journey (one has time for a survey) a very good survey participation could be generated especially on the train. This allows RhB to interact specifically with a relevant number of passengers according to their satisfaction.
But to generate customer insight in the first place, an organization must build capabilities in lead and contact acquisition. With the User Interaction Suite and integrated contact management, the Rhaetian Railway was able to generate over 3,500 new contacts through feedback surveys alone. The willingness to provide the mail address was comparatively high thanks to a transparent procedure and a direct incentive (participation in a raffle), as the following figures show:
- at the RhB counter (16%)
- at Railservice (89%)
- on the Bernina Express website (68%)
- directly on the trains (72%)
Especially considering that RhB has very difficult access to customer data (as booking is mostly done via external platforms), a direct business potential could be created this way.