Journey Advice and next best action Proof of Concept (PIN only)

LNER is continually looking for innovation that can address our customer pain points through their journeys on Rail. This innovation can be stimulated by LNER under our innovation remit, to look for solutions to pain points we have identified, and then canvass the market for an adaptable solution. If there is no solution apparent, LNER has budget to investigate with third parties a proof of concept or pilot to validate our hypothesis.

Pain Point description:

Ticket journey advice was highlighted as a pain point by station managers at LNER stations. Customers arriving at stations are not always clear on the most appropriate train service, carrier and platform for their journey. There is further evidence commissioned by our research and insight team that rail customers are not clear on the validity of a ticket and which services it is appropriate for. This pain point applies to both non disruption and disruption periods on the rail network. However disruption brings a greater need for clear information in the moment regarding alternative travel options.

LNER believes that information sources do exist to advise customers, but the key information needed to allow a customer to decide the next best action for their journey is not surfaced to the customer in an easy to digest manner.

Challenge statement:

“How might we provide our customers with simple, personalised and timely information in the moment on their journey with using the ticket in their hand, so they can make the best travel decisions appropriate to their needs at that moment”