Automating rail sell through different sales channels helps put the customer first. This presentation shows how important it is to increase customer loyalty by making booking rail easier and less complex - but also integrating into the travel ecosystem.

1. Putting the customer first
Thomas Drexler, Global Head of Amadeus Rail

2. Content
 Customer first!
 Rail 2020
 Challenges facing rail
distribution
 Integrating rail into the
travel ecosystem

3. Travel - putting the customer first
 Traveller is more informed, the digital era
 More competitive or co-opetitive day by day
 More demand for cooperation (total trip
experience and door to door)
 Make complexity simple, less is more
 Travel is the biggest industry in the world
 Employs +260 million people, Contributes +$6
trillion to the Global Economy (9% over total
Global GDP)

4. Customer
centric
processes
Round the
clock
support
Easy to
find you
Keep
customers
loyal
Making
the
customers
life easy
Customer centric?
It’s all about the
EXPERIENCE

5. In the last century, the only major changes in
the rail industry are train related
1800’s Today
Steam
locomotive
Fuel
locomotive
Electric
locomotive
High Speed
locomotive
More COMFORT & better SECURITY…

6. Rail
Journey
2020
Comprehensive picture of
Europe’s passenger rail market
Evaluation of major
rail segments
Identification of key trends critical
to the success of rail
Spotting new business
opportunities for railways
Rail 2020… and beyond!
6

7. 20 European countries
incl. incoming/outgoing traffic
95%
of the European
passenger rail market
7

8. High speed rail (>200km/h)
Long distance rail (>100km)
Short distance (no metropolitan, light rail)
3 segments used in the study

9. passengers transported
in 2011
10.2 billion
609 billion
passenger kilometers
The European rail market today
11% of pax
= 1.12 billion pax
Long distance passengers
29%
High speed
=320 mio. pax
6%
Cross-border
=66 mio. pax
9

10. -30%
-27%
-14%
Ukraine
Poland
Russia
Belgium
United Kingdom
Germany
Sweden
Switzerland
+53%
+41%
+54%
+44%
+54%
Total growth in passenger numbers
since 2000
These countries’ passenger
number is growing again since 2011
10

11. Six key trends
shaping the future
of rail:
• Liberalisation
• New market entrants
• Completion of new high-
speed lines
• Multimodal hubs
• Air-rail and rail-rail
cooperation
• Airport Congestion &
rising Oil price
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12. Rail tomorrow - a “customer-centric” offer
Before the trip During the trip After the trip
When purchasing When traveling When exiting
 Greater choice in product
selection
 Customised purchase
 Advanced search
 Service catalogue
 Multi-channel
 Penetration of mobile
 Real-time travelling
information
 Geo-location
 Customised experience
 Multi-touch point
experience
 Customer care
 Membership program
 Customer profiling
Services

13. Implementingacustomercentricprocess
Offer and Time Table
Simulation
Customer Relationship
Management
Time table
information
Allocation of personnel and
vehicles
Price and Yield Planning
CRM Strategy
Reservation/
Inventory
Planning of Maintenance
Timetable and service plan
generation (train manifest)
Payment Services
Complaint Management
Procurement
Finance, controlling, HR
Finance/ Controlling
IT delivery
Sales Strategy and Planning
Marketing and Campaign
Planning
customers
Train ride and monitoring
Train path request
offering and capacities
Services on board
IT strategy
Business Development
Human Resources
resources
Account Management
Product and Service
Development/ Creation
Market Research
Traveller Information
Customer segmentation Personnel Planning
Maintenance
Revenue Accounting, Rating
& Billing, Settlement
Ticketing
Train provisionning
PlanningExecutionControl
Customer service concepts
Personnel and Vehicle
Resource Planning
Network and Capacity
Management
Offer
Generation
Customer
Relationship
Sales
Production/
Operation
Supporting
Functions
Price and Yield
Management
products, prices, allotments
Master Data
Management Information System
Revenue
Management
OnBoardTVM
Internet
Pers.Sale
direct
Pers.Sale
indirect

14. Automating customer centricity
 Passenger information
across all sales channels
 Single source data,
including fares and
pricing, through a
modular approach
 Managing the revenue by
having the right price, at
the right time, to the right
customer
 Integrating rail into the
passengers travel
ecosystem
 Not just as a
single/return journey
 Manage more efficiently
and focus on core
business

15. Integrating rail into the travel
ecosystem
15

16. Four converging macro trends pushing for
seamless intermodal transport
16
Political
• 4th Railway
package
• Enablers for
Intermodality
• TAP TSI
New
technologies
• Open
platforms
• Mobile
payment &
ticketing
Changing
patterns
• Collaboration
amongst transport
operators – multi-
modal
• “Thinking Green”
Consumers
• Travelers
demand
more choices
and
transparency

17. A standard way to sell rail
increases demand and visibility
Travel Agent air/rail sell
17
SBT air/rail sell
Travel Agent rail sell

18. How to bring in new business…
 Implement a customer centric process…
 Make more revenue from existing or new
routes by increasing reach and yield
 Specialists/expertise to help improve
revenue and loyalty
 tie up the costs and reduce manual
intervention
 MORE TIME TO FOCUS ON YOUR CUSTOMER
18

19. ©2012AmadeusITGroupSA
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Rail report