1. Executive Summary
In order to achieve DSB’s goal of increasing passenger travel kilometers by 7,5 % in 3 years, cust-
omer satisfaction needs to be stimulated. Also the compromised brand and reputation DSB has
among the Danish population need to be reinvented.
In this solution the focus will be on long distance travels as more kilometers can be gained here
compared to S-train travels.
Specifically, following measures will be taken:
Optimization of the travel experience
In the F&R Trains the user has the unique opportunity to travel while enjoying the freedom of not
having to navigate a car, and thereby relaxation. However, when relaxing at home you would be
able to access the internet and get a cup of coffee and snacks. It is currently not possible to buy
refreshments on the F&R Trains and cellphone signal might not due the trick over long travels.
Therefore, our recommendation is to invest in the infrastructure to supply free wifi and reintro-
ducing the vending machines. This will give the traveller more reasons to choose train over car.
Integration of all travel information in one mobile app.
Currently DSB has 4 different ticketing apps, which works, but is a bit illogical. An integration of all
the apps gives DSB a chance to centralize all information and develop the concept, making the
one app a “travel partner”. The app will be able to remind the traveller on when to get off the train,
to remember to “check out” with rejsekortet, and let you know if your train is late. Furthermore,
drunk mode can be turned on to prevent nightly travellers from going too far.
Frequent travellers discount.
In order to attract more people to go by train instead of the car, some sort of rewards system needs
to be put into place. This will allow the frequent traveller to get discount on the trips. The more he
or she travels the more points they’ll get to buy complementary products such as refreshments.
Reputation enhancing campaign.
DSB suffers from a bad reputation among the Danish population. This is an issue that has been
active for many years. However, DSB performs in the top among its European counterparts. This
need to be told to the Danes in order to put things into perspective.