ORM was awarded a trophy at the UK Digital Experience Awards 2015 in the exciting Business Transformation category for its work with Great Western Railway. The two companies first partnered in 2013, when the GWR digital team wanted to address disruption information online.
“Railways have not yet mastered how to manage disruption digitally, and it is a huge gap in the customer experience,” says Krissy Dooley, the Business Director at ORM.
Krissy supports the strategic direction of all clients within the transport, media and consumer vertical at ORM. Gathering business requirements, she crafts appropriate strategies and identifies solutions that will help customers achieve their objectives. Krissy’s eight-year career has been digitally diverse, spanning media planning and buying, social and CRM, alongside web development, digital strategy and UX design. She has been at ORM for 3 years.
Great Western Railway’s overall digital vision was to reignite the public’s love for rail through exceptional digital experiences.
“GWR understood that a better understanding of their customers’ needs and pain-points would lead to more informed decision making across business silos,” says Krissy, “but this was just the start. To affect change at an infrastructure level, the digital vision needed to be broken down into a roadmap of ‘technically-feasible initiatives’.“
In September 2015, GWR.com was officially launched, and that was the first major stop on a journey of digital transformation.
ORM successfully used the user research and analytics to design the Passenger During Disruption tool or PIDD.
“Our project began with user and market research,” adds Krissy, “40 face to face interviews with GWR customers, which later developed into customer journeys and personas which influenced the design and UX of GWR.com.”
Krissy will make the presentation at Winning With Customer Experience that will focus on the role of GWR’s digital strategy and the importance of aligning that to technical feasibility, along with people and processes at GWR. “Digital transformation is so often referred as a ‘buzz phrase’, but with a reliable customer-centric plan that everyone subscribes to, you can achieve digital transformation, GWR is evidence of that,” says Krissy.
The initiatives ORM presented at the UK Digital Service Awards 2015 are still in place and there was internal recognition both internally at ORM and GWR “Since the launch of GWR.com ‘The Passenger During Disruption’ tool (PIDD) has been further enhanced, the new booking engine has launched to 10% of the customer base, and the My Account personalisation initiative is underway, scheduled for release this year,” Krissy concluded.
You can here the full story of this award winning initiative at the WinningWithCX conference on June 16th, 2016
The post How ORM Helped Great Western Railway Improve Digital Customer Experience appeared first on UK DXA 2016.
