Data, digitalisation and driving results for the connected customer in transport

The way customers utilise the road network and public transport is evolving rapidly as we see the impact of the Covid-19 pandemic emerge, while the transport user is becoming more autonomous with less time on their hands. Abtran Chief Performance Officer, Aisling Deasy writes about the power of data, digitalisation, and delivering great service when it comes to driving results for the connected customer in transport.

Digitalisation of services is happening globally across the transport sector and is reshaping the way customers engage and the way businesses models are developed and operated. Customers today expect an integrated, accessible, and affordable experience and to have more control and prompt access to service information wherever and whenever they choose.

Data-driven decision making

Delivering great service is a never-ending process and our organisation and governance has evolved to ensure that we continuously monitor new trends and adopt best practice. How we leverage data insights to both monitor service performance and gain true and meaningful insight to what customers are saying is the cornerstone of how we deliver service. From customer insights and advanced data analytics derived from the customer contacts to external publicly available data sources such as social media monitoring, we can identify key topics and anticipate customer trends. This in turn supports better decision making in terms of shifting technologies or processes required to support the most effective and efficient customer journey. This allows greater opportunity to personalise the service experience, reduce customer touch points and ultimately reduce costs.

Digital enablement and self service

We have been working in partnership with several of our transport clients on programmes which are leveraging innovative use of technology, data, and insights to transform customer engagement. However, it is not simply about a technology implementation; it is about providing an end-to-end service that achieves better service outcomes.

One example is the programme to develop the online platform for the Road Safety Authority (RSA) Driving Licensing Service. The development of this technology ecosystem is transformative for time pressed consumers; however, it represents only one element of a wider digital transformation framework. This framework also encompasses enhancements to business processes and our operating model which we have developed in conjunction with the RSA and other clients.

This collaborative approach across the technology and customer service delivery teams enables the acceleration of digital adoption by making services as customer friendly and accessible as possible. By enabling customers to self-serve, we are supporting them to gain access to the services they need, when they need it. This supports compliance to the process and ensures that the data provided is accurate, resulting in more efficient and timely process turnaround times for the customer. With the impact of the Covid-19 pandemic, demand for further digitisation has accelerated even further and is already reshaping how we are engaging with customers.

Evolving customer support in a digital era

We have recognised that in an era of always on service, there will always be a requirement for customer support. Providing a synergised and personal end-to-end experience for the customer can only be done through customer led process design.

Customer support is evolving, both in terms of the customer experience and the customer support representative experience.  Regardless of the channel of contact telephone, email, webchat, or even if it is a self-service activity, it still comes down to engaging with the customer in a consistent way and providing accurate and up to date information, based on the specific query and individual circumstance. 

The customer service representatives are the subject matter experts who support customers with queries on the exceptions and complaints, they are critical enablers to guiding customers towards being more autonomous and self-sufficient. It is vital for us to empower our people with tools and knowledge to resolve issues first time for customers.

Fuelling growth — connected customer journeys

Central to the continued growth of public transport in Ireland and the adoption of more sustainable modes of transport, is the development of a seamless and integrated customer experience. Customers want a consistency in terms of the service experience and payment points, regardless of the mode of transport. Providing this consistency will deliver greater adoption of public transport and result in a more cost efficient and convenient and accessible experience for the customer.

Through our work with organisations including National Transport Authority and Transport Infrastructure Ireland, we have played a collaborative role in the delivery of a number of strategic programmes, including the roll out of the Leap Card integrated ticketing system and real-time customer information. JulieAnn McCann, who leads our professional managed services division, is very engaged with our clients in terms of monitoring transport trends both nationally and internationally and collaborating proactively on strategic programmes.

Wider eGovernment strategy

Digital enablement in the transport sector is connected to a wider policy of integrating digital at government level. The widespread adoption of the Public Services Card and MyGovID infrastructure to support easier access to public services by citizens is key to the successful delivery of the eGovernment strategy.

Covid-19 has provided an opportunity in terms of further hastening digital adoption. Customers want to adopt, and government must enable the development of the infrastructure and supporting legislation to meet these evolving needs.

Fundamentally, as a provider of services to the public sector, it is about how we make it easier for customers to access services and how we can transfer our know-how and experience to enable an outstanding service experience. This brings more opportunity for personalisation of communication and convenience. Keeping connected with the goals and objectives of our clients alongside trends and behaviours in the industry are critical. 

About Abtran

Abtran is the leading home-grown provider of business process management services in Ireland. Founded in 1997, Abtran has connected with millions of customers on behalf of trusted brands across Ireland and the UK over the past 23 years. Headquartered in Cork, employing over 1,500 people, the company has multiple sites across Ireland, providing clients with a mix of outsourced, insourced, and fully managed services. Every year, we connect with every household in Ireland, process over 600,000 driving licenses and handle over 3.5 million inbound calls.

At Abtran, we relentlessly pursue service excellence. We believe in being open and sharing know-how. We challenge what’s best for the customer and never stand still. We are passionate about connecting data and advanced analytics to enable better performance, to empower our people and to create an environment where continuous improvement thrives.

If you would like to find out more about Abtran, please contact us:

E: Info@abtran.com
T: +21 230 1800
W: www.abtran.com
Twitter: @abtranglobal