How a rail service transformed Customer Experience using SCV
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How a rail service transformed Customer Experience using SCV
In an era characterized by digital transformation and heightened customer expectations, a leading American rail service recognized the need to align its offerings with evolving passenger demands. In collaboration with a technology partner, the objective was clear: consolidate online and offline data streams into a comprehensive Single Customer View (SCV) to future-proof customer experience, drive innovation, and foster continuous improvement.
Data silos across systems prevented a unified, 360-degree view of customers.
Bringing together digital interactions and offline touchpoints was challenging, limiting consistency and accuracy of insights.
Rapidly changing passenger needs made it difficult to anticipate preferences and deliver timely, personalized experiences.
Leveraging an existing customer relationship management (CRM) platform as the foundation, the SCV was constructed by integrating online and offline data sources. This approach enabled a holistic view of customers while providing the tools to automate privacy and marketing processes, ensuring compliance, efficiency, and personalized experiences.
The CRM platform served as the central hub for customer data, unifying information from marketing, sales, commerce, and service touchpoints. It offered a comprehensive and intelligent view of customers within a single platform.
Data was collected from various sources and consolidated into a central location. A robust integration platform connected the CRM with both online and offline data systems, including websites, apps, ERP systems, loyalty programs, and point-of-sale systems.
Tools were employed to track and synchronize online behavior with offline activities in real-time, enabling dynamic personalization based on user actions across different channels. Data was incorporated and standardized for more precise targeting, seamlessly blending offline data with online behavior.
Artificial intelligence was leveraged to analyze customer behavior, predict future actions, and automate marketing processes based on these insights.
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By merging online and offline data, the rail service transformed its operations and solidified its position as a customer-centric organization committed to excellence and personalization.
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