VIRGIN TRAINS has revealed the results of one of the most extensive pieces of customer research ever undertaken by the travel operator – and has used the results to determine investment priorities for the new franchise.
Customers were asked to name their top priorities for an ‘ideal customer experience’, from booking a journey and on-board experience through to arrival. One of the top priorities for customers was being rewarded for their loyalty, with 84 percent saying they would like this.
Another key part of the ‘customer experience’ was boarding guidance and assistance on the platform, with 72 percent of passengers keen to see more pre-boarding help when catching their train. Improvement of station waiting areas also featured highly, with 62 percent of customers asking for better facilities to enable them to work or wait in a comfortable environment.
Richard Branson, founder of the Virgin Group, pledged to put the customer at the heart of a £50 million railway upgrade.
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