Juliette Juliette

Meet Juliette

Juliette, a marketing director from Paris, is planning a train trip for an upcoming meeting in Marseille. As a frequent traveler, she feels strongly that travelers should be treated well. Here’s what she’d like to tell railways:

1. Be there for me in real time.

2. Know and recognize me.

3. Anticipate and act on my preferences.

4. Communicate with me consistently.

5. Improve over time.

1.
be there
Be there for me in real time.
2.
know
Know and recognize me.
3.
anticipate
Anticipate and act on my preferences.
4.
communicate
Communicate with me consistently.
5.
improve
Improve over time.
be there

1. Be there for me in real time.

know

2. Know and recognize me.

anticipate

3. Anticipate and act on my preferences.

communicate

4. Communicate with me consistently.

improve

5. Improve over time.

Plan the trip

Juliette browses a railway’s website to plan her trip but is pulled away for an office meeting. Later that day, Juliette receives a reminder to complete her purchase. She books the trip and receives an electronic ticket, integrated into her agenda, covering the full journey from parking to public transportation in Marseille.

anticipate




Anticipate

communicate




Communicate

know




Know me

be there




Be there

anticipate




Anticipate

know




Know me

Prepare for departure

Juliette checks in using the railway app, which presents her real-time trip details, maps and ways to connect between modes of travel. While waiting at the station, the app notifies Juliette that her train is delayed and provides alternative trip options to reach her destination.

be there




Be there

anticipate




Anticipate

know




Know me

Ride the rail

After boarding, Juliette shares her journey with her social network for extra loyalty points, and discovers that her colleague is on the same train. The railroad sends an offer to change her seat to the one next to him. The more Juliette interacts with her railway app, the more tailored her offers and experiences become. Later, Juliette receives an app alert signaling that the train is approaching her station.

improve




Improve

be there




Be there

know




Know me

be there

Be there

anticipate

Anticipate

improve

Improve

Receive valuable rewards

In the following weeks, Juliette books a travel offer to Reims with help from a virtual online agent. Juliette returns home from Reims and posts photos on social media and then receives extra loyalty points and a free upgrade to business class for her next trip.

be there




Be there

anticipate




Anticipate

improve




Improve

Automate the ordinary to deliver the extraordinary

Discover relevant insights on how railways are able to satisfy key traveler expectations at critical points along the journey.

Think beyond the rails: Leading 2025