Convenience means competition - businesses need to adopt an ethos of flexibility in order to meet consumer demands.

For ticketing services, the online marketplace is overtaking its physical counterpart. In public transport, online sales have doubled over the last 5 years[1], and 67% of all cinema ticket purchases were made online in 2017[2]. This trend has emerged from the growing consumer demand for flexibility – customers want to be able to complete a transaction quickly, wherever and whenever.

From train journeys to concerts, some of the most popular channels used for purchasing tickets and making associated enquiries include instant messaging, social media and voice-activated search engines. Even artificial intelligence is increasing its foothold across every medium. The classic ‘sales attendant’ figure has therefore morphed into a multi-skilled virtual assistant, expected to settle the customer’s every query, regardless of their channel of choice, to a personalised high standard – and it makes no difference whether this customer interface is a live agent or not. Intelligent chatbots are becoming increasingly popular, able to serve customers automatically for a whole spectrum of different enquiries, reducing the pressure of contact volume for agents while being able to seamless transfer an interaction to a human at an appropriate point.

AI-driven machine learning means bots will become increasingly accurate the more they are in use, helping customers to resolve standard errors such as a lost ticket or a change of address quickly and simply. Convenience means competition - businesses need to adopt an ethos of flexibility in order to meet rapidly-changing consumer demands.

Moreover, the customer journey does not stop at the point of purchase of tickets. If valuables are lost at a concert, or weather disrupts transport services, the ability to respond rapidly and in real-time keeps your customers informed and up-to-date, reassured and understanding of the circumstances. How can businesses ensure first-class, seamless customer service in light of these high expectations?

By presenting an organised, reliable and consistent front, businesses set themselves up to best serve their client base. An organisation is only as good as its constitutive parts, and as such it is essential to provide agents with the right tools to assist customers. Streamlining all communication channels into one centralised platform, and having immediate access to customer profiles and records of previous interactions ensures that inbound enquiries are processed efficiently. Customers expect both a proactive and a reactive approach, and ensuring that inbound contact management is accurate and rapid, as well as maintaining a personalised outbound broadcasting service, is a major asset.

Content Guru’s storm® platform addresses the challenges agents face by simplifying the customer journey, incorporating sophisticated Artificial Intelligence functionality, and helping organisations to achieve first contact resolution, the most important factor in customer service. storm has the capacity to integrate into off-the shelf mainstream and propriety software, including already-established CRM systems. Everybody benefits, from the agent, who is fully equipped with a 360° overview of the each individual’s journey, to the customer, who enjoys a more personalised service. Many customers can self-serve through intelligent multi-channel automation, but with the added reassurance of being passed to a live agent once automated bots identify that they cannot resolve the query.

Content Guru has implemented these solutions for Rail Delivery Group (RDG). During the most severe winter weather event in 25 years, storm’s scale-on-demand capabilities helped RDG handle volumes over 13 times higher than average, without reaching full capacity.

Since then, Content Guru and RDG have collaborated on implementing additional solutions, providing rail passengers access to immediate, live journey information via SMS. Furthermore, the latest deployment, Passenger Assist, enables hearing impaired passengers to send an SMS to RDG’s contact centre, to which agents can easily respond using the browser-based Desktop Task Assistant®.

If you’re interested in finding out more about the customised work we do for RDG, read our case study.

Alternatively, feel free to contact me by email at rom@contentguru.com, or by calling +[44] (0) 7384 469 420.


[1] https://www.pwc.co.uk/industries/government-public-sector/transport/insights/smarter-travel-future-of-ticketing.html

[2] https://www.bbc.co.uk/news/business-39655039



August 29, 2018
Category: News