In this installment of our series, we are thrilled to dive into a real-world case study with one of our valued customers, C2C Rail, to explore how they have successfully utilized Purple WiFi to drive key business decisions and enhance customer engagement. Hosted by Christina Kiplock and Helen Caddock from Purple’s Consultancy Services team, this session offers insights into the effective integration of WiFi services into C2C’s operational strategy.
Who is C2C Rail?
C2C Rail is an award-winning train operator, part of Trenitalia SpA, running services between London Fenchurch Street and Shoeburyness. Since partnering with Purple in 2022, C2C Rail has leveraged our technology to enhance customer experience across 27 stations and 86 trains. Their strategic approach involves a shared budget between IT and marketing, utilizing an enterprise license across 460 access points, with a phased rollout starting from stations and expanding to trains.
Challenges: Turning Data into Actionable Insights
C2C Rail faced several challenges that Purple helped to address:
- Data Gaps: Non-direct bookings led to additional OTA fees and a lack of marketable data. There was also a need for tangible data to validate customer behavior and engagement.
- Feedback Limitations: Obtaining live feedback from customers was challenging, making it hard to identify and mitigate issues in real-time.
- Assumption-Based Decisions: A lack of solid data meant that many business decisions were based on assumptions rather than verified customer insights.
Solutions: How Purple Transformed C2C’s Approach
By integrating Purple’s advanced WiFi solutions, C2C Rail achieved a series of impactful outcomes:
- Enhanced Data Capture: Utilizing a Salesforce connector, C2C could capture customer data upon WiFi login, feeding this information into a broader communication strategy.
- Targeted Surveys: Surveys tailored to specific trains or stations were implemented to gather data on ticket buying habits, awareness of smart cards, and cleanliness.
- Optimized Customer Journeys: Non-smart card users were directed to sign-up flows, while users not opted into marketing received prompts to increase engagement.
- Increased Awareness and Engagement: Sponsored content and splash pages were used to promote awareness of incentives, and link tracking measured the effectiveness of these efforts.
Results: Measuring Success and Return on Investment
The results of these strategies speak volumes:
- 151% ROI from saved OTA fees.
- 78% of verified emails were gathered for remarketing purposes.
- A 74% marketing opt-in rate among customers.
- Over 150,000 survey responses collected, providing rich data for decision-making.
- 2 million logins since the launch of the Purple WiFi initiative.
Future Plans: Building on Success
Looking ahead, C2C Rail plans to deepen the integration of Purple’s services with their own systems:
- AI-Powered Insights: Implementing AI to automatically identify trains or stations in need of cleanliness reviews based on live feedback.
- Tailored User Journeys: Using Headcode API information to customize user experiences based on specific train routes.
- Enhanced App Integration: Pre-authenticating users onto WiFi through C2C’s app and sending real-time push notifications to enhance customer engagement.
Watch the Purple Perspectives c2c session here.
Are you interested in learning how Purple’s Managed Services and Consultancy team can help your organization unlock new value? Contact us at cs@purple.ai for a FREE consultation.