First Great Western Tackles Negative Brand Image with New Hub for Train Updates
In a move that will see thousands of commuters breathing a sigh of relief, First Great Western is making an effort to protect its brand reputation from further damage by launching a new online hub to help passengers overcome disruptions to their train journeys.
Billed as the first site of its kind to aggregate several travel feeds in an industry where operators traditionally merely provide a landing page that links to the National Rail site, the platform took 18 months to complete and features a revamped interface.
Described as a "lift and shift" approach to data, users will be able to access a comprehensive range of omnichannel data, including Transport for London (TfL), JourneyCheck, real-time live departure boards and re-routing. Twitter has also been integrated to supply live updates and personalised responses to disruptions.
First Great Western's Digital Marketing Manager, Jason Ali, commented: "We have the largest and most complex UK rail network but weren't handling the transparency of information well especially through disruption... At a very high level this strategy is about creating a prioritised roadmap of activity because by combining the data we're now getting we're able to understand what's really important for customers. Everything we do is tied into one strategy. Creating an omnichannel approach."