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Donn DeBoard Rail Europe Chris Risdon STC Summit May 2013
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Donn DeBoard Rail Europe Chris Risdon STC Summit May 2013

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Chris Risdon (Adaptive Path)'s finished map of Rail Europe illustrates the solution for my session attendees. This map offers an opportunity to review key points from my presentation.

Chris Risdon (Adaptive Path)'s finished map of Rail Europe illustrates the solution for my session attendees. This map offers an opportunity to review key points from my presentation.

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  • 1. Experience Map for Rail Europe | August 2011STAGESDOINGFEELINGResearch & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post TravelPeople choose rail travel because it isconvenient, easy, and flexible.Rail booking is only one part of people’s largertravel process.People build their travel plans over time. People value service that is respectful, effectiveand personable.EXPERIENCERail Europe Experience MapKayak,compareairfareGooglesearchesResearchhotelsTalk withfriendsRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropePaper ticketsarrive in mail• I’m excited to go to Europe!• Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.• It’s hard to trust Trip Advisor. Everyone isso negative.• Keeping track of all the different productsis confusing.• Am I sure this is the trip I want to take?• Website experience is easy and friendly!• Frustrated to not know sooner about whichtickets are eTickets and which are paper tickets.Not sure my tickets will arrive in time.• Stressed that I’m about to leave the countryand Rail Europe won’t answer the phone.• Frustrated that Rail Europe won’t ship ticketsto Europe.• Happy to receive my tickets in the mail!• I am feeling vulnerable to be in an unknown place inthe middle of the night.• Stressed that the train won’t arrive on time for myconnection.• Meeting people who want to show us around is fun,serendipitous, and special.• Excited to share my vacation story withmy friends.• A bit annoyed to be dealing with ticket refundissues when I just got home.ViewmapsArrangetravelBlogs &Travel sitesPlan withinteractive mapReview faresSelect pass(es)Enter trips ConfirmitineraryDeliveryoptionsPaymentoptionsReview &confirmMap itinerary(finding pass)DestinationpagesMay call ifdifficultiesoccurE-ticket Printat StationWebraileurope.comWait for paper tickets to arriveResearch destinations, routes and productsLive chat forquestionsActivities, unexpected changesChangeplansCheck ticketstatusPrint e-ticketsat homeweb/appsLook uptimetablesPlan/confirmactivitiesWebSharephotosShareexperience(reviews)RequestrefundsFollow-up on refunds for booking changesShare experienceBuy additionalticketsLook uptime tablesStakeholder interviewsCognitive walkthroughsCustomer Experience SurveyExisting Rail Europe DocumentationOpportunitiesGuiding PrinciplesCustomer JourneyInformationsourcesRAIL EUROPETHINKING• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in eachplace for site seeing and activities?• I want to get the best price, but I’m willing to pay alittle more for first class.• How much will my whole trip cost me? What are mytrade-offs?• Are there other activities I can add to my plan?• Do I have all the tickets, passes and reservationsI need in this booking so I don’t pay moreshipping?• Rail Europe is not answering the phone. Howelse can I get my question answered?• Do I have everything I need?• Rail Europe website was easy and friendly, butwhen an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?• I just figured we could grab a train but there arenot more trains. What can we do now?• Am I on the right train? If not, what next?• I want to make more travel plans. How do Ido that?• Trying to return ticket I was not able to use. Notsure if I’ll get a refund or not.• People are going to love these photos!• Next time, we will explore routes and availabilitymore carefully.Ongoing,non-linearLinearprocessNon-linear, buttime basedCommunicate a clear valueproposition.STAGE: Initial visitConnect planning, shopping andbooking on the web.STAGES: Planning, Shopping, BookingArm customers with informationfor making decisions.STAGES: Shopping, BookingImprove the paper ticketexperience.STAGES: Post-Booking, Travel, Post-TravelMake your customers into better,more savvy travelers.STAGES: GlobalProactively help people dealwith change.STAGES: Post-Booking, TravelingSupport people in creating theirown solutions.STAGES: GlobalVisualize the trip for planningand booking.STAGES: Planning, ShoppingEnable people to plan over time.STAGES: Planning, ShoppingEngage in social media withexplicit purposes.STAGES: GlobalCommunicate status clearly atall times.STAGES: Post-Booking, Post TravelAccommodate planning andbooking in Europe too.STAGE: TravelingAggregate shipping with areasonable timeline.STAGE: BookingHelp people get the help theyneed.STAGES: GlobalGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVELRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeRelevance of Rail EuropeEnjoyabilityHelpfulness of Rail EuropeMail ticketsfor refundGet stampfor refund