By John Challen

Technology is one of the ways in which travel has been transformed in recent years. The ability to plan journeys seamlessly and more easily has been made possible thanks to smartphones, apps and joined-up thinking from operators of different forms of transport. 

However, there is still some way to go with technology when it comes to helping the wider population with their experience of travel networks.

“In big cities, the technologies and information required for people to make an informed decision about travel is far more developed than in other areas, and it's probably at its weakest within the rural locations,” says Peter Molyneux.

“There are apps that are very much customer-focused, but the challenge we've got is that transport developers tend to think of it for their own technical use, rather than the customer experience. And, generally, the way people travel, which isn't always the same every day, is probably formed out of habit. So, the question is how do we incentivise, rather than penalise, people to be open to alternative ways to travel?"

Main image: CIHT Trustee and Former Major Roads Director at Transport for the North, Peter Molyneux; credit: Peter Molyneux

A digital one-stop shop

Molyneux believes those commuting by bus would benefit from some improvements in customer experience.

“While some of the bus companies have started to develop data for customers, it’s typically showing scheduled bus services, rather than what the customer wants,” he reasons. “What they need is a single app or source where they can get alternative information about different forms of transport.

“A good example is Citymapper, where you get the option of train, travel, walking, cycling, but that’s a rare one-stop shop that is only offered in a limited number of locations.” 

With sustainability and environmental awareness increasing, Molyneux believes that more practical journey information should be made available via apps and digital technologies.

“Train travellers are interested to know how much carbon is being used and they can find that out on the Trainline app, but more information is needed,” he says, giving examples of reliability ratings and speeds. “As an industry, we need to properly research what the customer wants and then work out what data we need to do that and in what format.”

One suggestion from Molyneux is better knowledge of how to continue a journey in the most efficient manner when trains are cancelled. “A lot of the data is there, the issue is finding out how we use it to be benefit of the customer, not the operator. Because if they have one bad experience, they will tell more people than if they had a good experience.”

What’s needed to make the difference, says Molyneux, is first a push from the government but, beyond that, more disruptors.

“Uber didn’t speak to 25,000 taxi companies to decide what it wanted; it saw a gap in the market and the customers responded in a positive way,” he states. “I think there's something in that approach, getting a better personal experience might mean giving up some personal information to make it more appropriate to you, but that would be a price many transport users are willing to [pay].”

Meanwhile, there are signs of government action in terms of connected solutions; the National Parking Platform, under development since 2019, for example, connects parking and service providers with the aim of an improved customer experience.

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