Project overview
This project investigated the trade-offs rail passengers might face between data privacy and improvements to the customer experience, particularly passengers with special journey requirements and future ticketing systems. Research areas included:
- the development of an effective trust framework to enable customer control over data privacy
- the development of data aggregation techniques which aid the provision of an improved customer experience without compromising data anonymisation
- testing the applicability of these frameworks and techniques to potential future ticketing solutions
- developing use case scenarios for systems to improve the rail customer experience
- assessing the demand and environmental impacts of providing an improved customer experience enabled by these systems.
The initial focus was on analysing a set of customer complaints in order to ascertain the factors which can lead to a degraded customer experience, and understand how individual context can make a difference. This helped build up a picture of where the potential trade-offs between data privacy and customer experience might lie.
The second phase of this research involved carrying out on-train stated preference surveys on the Great Western Railway Network to assess the trade-offs passengers are prepared to make between provision of personal data and an improved journey experience during times of disruption.
- the development of an effective trust framework to enable customer control over data privacy
- the development of data aggregation techniques which aid the provision of an improved customer experience without compromising data anonymisation
- testing the applicability of these frameworks and techniques to potential future ticketing solutions
- developing use case scenarios for systems to improve the rail customer experience
- assessing the demand and environmental impacts of providing an improved customer experience enabled by these systems.
The initial focus was on analysing a set of customer complaints in order to ascertain the factors which can lead to a degraded customer experience, and understand how individual context can make a difference. This helped build up a picture of where the potential trade-offs between data privacy and customer experience might lie.
The second phase of this research involved carrying out on-train stated preference surveys on the Great Western Railway Network to assess the trade-offs passengers are prepared to make between provision of personal data and an improved journey experience during times of disruption.
