Background
The Northern Railway (Northern) franchise was taken back into public ownership in 2020. Prior to this, Northern had unfortunately gained a reputation as a provider of poor customer service. They received the lowest customer satisfaction score in the UK for a railway franchise, coming thirtieth out of thirty.
Things needed to change.
As a critical communication tool and travel management system, their new website needed to increase passenger journeys, provide an improved customer experience, and a create a positive return on investment.
Northern was looking for:
- A website fit for purpose, agile, with the ability to provide relevant, up-to-date customer and employer information. A website that fully reflects the digital transformation happening across the business.
- One unified web structure that enables key stakeholders from HR, Comms, Customer Experience, Control, Accessibility, and other functions to update information quickly and easily, especially during times of disruption.
- Relevant, easy-to-find information that makes it simple for visitors to use the website and to find the information they are looking for.
- A seamless, simple, and rewarding journey for customers that is personalised to their needs and uses technology efficiently and effectively.