Page 463 - 360.revista de Alta Velocidad - Nº 6

Customer personalisation and service efficiency: the pillars of the new Renfe business policy

out over the last decade. Thus, high speed commercial services meant little more than 20
million travellers in 2011; today, this service involves more than 35 million travellers. And as
AVE network is further completed, we are confident that railway will continue to attract many
more users, thereby increasing its profitability.

In order to adapt to the open and deregulated future scenario, one of the pillars of the business
policy is the evolution from a service segmentation strategy towards personalisation, using new
technologies and CRM customer knowledge as tools to achieve it.
The next steps must be targeted to constantly improve customer information regarding both
the service and the commercial offering. New technologies allow real-time connection, which
will enable the company to develop a personal relationship with every customer to continuously
adapt the offer to his/her needs.
This effort will be soon translated into a space we call “Dedicated Customer Portal”, which will
be introduced before the end of the year. At the moment, almost 50% of the company sales
are made through the online channel. With the Dedicated Portal, we seek to strengthen this
channel through process customisation and simplification.

There is also a project to implement ChatBots to improve communication procedures with the
client.

In conclusion, deregulation forces us to be more flexible. To know what our customers need at
any time and offer efficient real-time solutions responding to this requirement. Today, Renfe
is taking firm steps to improve its relationship with travellers. New technologies must help us
delve into it in order to achieve an even more satisfying and complete relationship, making
train the preferred transport mode for all citizen groups, both national and foreign, for their
travels around mainland Spain network.
This effort is not and will not only be addressed to current users of train services; we also seek
to maintain a direct relationship with any potential customer of other modes whom we can offer
the possibility of accessing a service like ours, in which we believe he/she can be interested.
There are now many potential customers who, for whatever reasons, are not interested in
railway. We want to know what we have to do to change their minds. And we will strive for it.

International Congress on High-speed Rail: Technologies and Long Term Impacts - Ciudad Real (Spain) - 25th anniversary Madrid-Sevilla corridor 461