Transforming the web customer experience at CFL
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Transforming the web customer experience at CFL

Kenny MacIver — August 2020
When the Luxembourg rail operator decided to overhaul its consumer and freight websites, it put human-centric design at the heart of the project — with demonstrable results for customer satisfaction and retention.

As every retailer knows, great customer experiences drive customer satisfaction, more sales and repeat business.

So when Luxembourg’s national rail service, CFL, recognized that the age of its customer-facing websites was impacting customer experience (CX) — for both rail passengers and freight customers — it embarked on a broad program to redesign its web presence.

From the project’s early stages, CFL’s chosen partners of Fujitsu and CX specialist Nvision engaged with the train operator using a co-creation approach based on design thinking principles. Over a series of highly creative sessions, the partners defined the most compelling structure and content mix for the sites, setting a common graphical mood and identifying essential user features.

The result was a visually compelling, user-friendly and feature-rich new Voyageurs consumer site, where the purchase of tickets is streamlined and information on timetables, fares and so on is available through an intuitive portal.

CFL’s freight service (Image: xommandedit/Flickr)

In parallel, the new freight website was designed to enable transport and logistics professionals to create quotes online, to build customized solutions and to easily connect with advisors. For CFL, that translates into enhanced operational efficiency and competitiveness.

The outcome, says Christian Kettmann, CFL’s CIO, is an “increase in customer satisfaction and retention. The improved freight portal positions CFL ideally in the competitive logistics market; and travelers are enjoying a significant reduction in ticket-purchase times.”

As the project partners acknowledged, much of that success can be traced back to the use of the co-creation approach.

• Find out more about how Co-creation can accelerate your digital transformation agenda

(Homepage image: Ingolf/Flickr)

First published August 2020
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