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Digital Nudge Day 2018: Christof Zogg - Self-servicing im öffentlichen Verkehr

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Selfservice ist kein neues Thema bei der SBB. Die Billetautomaten haben sich zu Multitalenten entwickelt und auch in der digitalen Welt bündelt die SBB ihre Services zu einem persönlichen Reisebegleiter. Und die digitale Reise der SBB geht weiter: Spracherkennung, Location-Based Services und viele weitere Innovationen stehen an.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Digital Nudge Day 2018: Christof Zogg - Self-servicing im öffentlichen Verkehr

  1. 1. Self-servicing im öffentlichen Verkehr 12.06.18 Digital Nudge Day Christof Zogg, Director Digital Business
  2. 2. Agenda 1. Intro 5’ 2. Reflecions on Self-Servicing 5’ 3. Selbstbedienung @SBB 10’ 4. Best Practices Digital Shift 15’ 5. Outlook Digital Innovation @SBB 10’
  3. 3. 1. Self-Service
  4. 4. Was kann die Digitalisierung leisten? Geld sparen bei bestehenden Prozessen durch:  Automatisieren  Outsourcing an den Kunden (= Selbstbedienung) Geld verdienen mit neuen Services  Anspruchsvoll, da oft disruptiv  Gelingt eher neuen Firmen als den etablierten Marktführern
  5. 5. Unter- nehmen Outsourcing an- und Insourcing von Kunden Neue Arbeit für Kunden  Physische Welt: Aut. Zapfsäule, Self-Checkout…  Digitale Welt: Online Banking, Mobile Tickets… Neue Services für Kunden  Physische Welt: Hunde-/ Babysitting, Coiffeur…  Digitale Welt: Vergleichsplattformen… Kunde Kunde
  6. 6. Challenges einer Selbstbedienungs-Strategie 1. Kundenzufriedenheit 2. Kundenresistenz
  7. 7. 2. Selbstbedienung @SBB
  8. 8. Selbstbedienung @SBB A Long Journey1966
  9. 9. Selbstbedienungsstrategie 2023 50%
  10. 10. 54.55% 22% 6.35% 13.43% 4% Absatzmix nach Vertriebskanal 2015. Absatzmix: 2015 Selbstbedienungsquote 76.7%
  11. 11. 53.30% 16.50% 7.00% 19.40% 3.80% Absatzmix nach Vertriebskanal 2016. Absatzmix: 2016 Selbstbedienungsquote 82.1%
  12. 12. 48.95% 14.12% 6.72% 26.00% 4.21% Absatzmix nach Vertriebskanal 2017. Absatzmix: 2017 Selbstbedienungsquote 84.8%
  13. 13. Mobile-First Kundenzufriedenheit (per Q217). 84.7 78.3 80.2 87.1 72 74 76 78 80 82 84 86 88 Schalter Automat Online Mobile
  14. 14. Customer Insights Unknown Customers Well-known Customers
  15. 15. 3. Best Practices Digital Shift
  16. 16. Three Levers to Push the Digital Shift 3. Better Communications 1. Service fee 2. Better Touchpoints
  17. 17. Better Touchpoints
  18. 18. SBB Mobile - From Good to Great 2014 2015 2016 2017 Launch Der persönliche digitale Reisebegleiter 25.11.15 01.11.16 Community Launch Public Preview Der grösste Bahnhof der Schweiz SBB Mobile Classic vNext SBB Mobile vNext
  19. 19. SBB Mobile vNext – Change Management Kategorie SBB Mobile SBB Mobile vNext Release- Häufigkeit 2x jährlich 1-2x monatlich Entwicklungs- Methodologie Wasserfall Agile Kundeneinbezug No Co- Development Hosting Mobile Service On-premise Public Cloud Sourcing In-house Mit Partnern
  20. 20. vs. 250% less interactions 1 Swipe & 1 Tap7 Taps to Ticket Best SBB Mobile ever
  21. 21. SBB Mobile – CH #1/ Master of Swiss Apps
  22. 22. #1 Co-Develop With Your Customers
  23. 23. SBB Mobile Preview >3’000’000 SBB Mobile vNext Users >250’000 SBB Mobile Preview Users >20’000 Community Members SBB Mobile Preview SBB Mobile vNext
  24. 24. SBB Community
  25. 25. To be continued… Original Plan New Plan SBB Mobille SBB MobileSBB Mobile Preview New version of the existing app SBB Mobile Preview SBB Mobile Preview SBB Mobille SBB Mobile
  26. 26. #2 Hide The Complexity
  27. 27. A Corporation Is Not A Startup Frontend Backend
  28. 28. #3 Maximize The User Experience
  29. 29. User Experience And Telemetry Over Usability Tests. UX Expertise Telemetry Pre-Test Post-Test Usablity Tests
  30. 30. Data Driven UX-Change… 61%39% 1%
  31. 31. … or User Readiness.
  32. 32. Better Communications
  33. 33. Change Perception vs. Change Behaviour Perception Behaviour 3x > 20x
  34. 34. Zweifaltigkeit. Marketingkommunikation Customer Readiness
  35. 35. 4. Outlook Digital Innovation
  36. 36. Automatisches Ticketing
  37. 37. Protect Customers from the Corporate Complexity Corporate Complexity
  38. 38. The Personal Digital Travel Assistant
  39. 39. Der persönliche Reisebegleiter SBB Kundenberaterin SBB Zugbegleiter
  40. 40. Was braucht’s für einen digitalen Assistenten? It looks like you’re trying to buy a ticket. Natural UI +Context AI + = Personal Digital Assistant
  41. 41. Customer Dashboard
  42. 42. Location Based Use Cases
  43. 43. Last Train Home Falls Sie mit dem öV nach Hause reisen möchten, sollten sie in 5 Minuten loslaufen.
  44. 44. DEMO
  45. 45. Christof Zogg Director Digital Business SBB AG Personenverkehr Wylerstrasse 123/125 3000 Bern 65 Mobil +41 79 156 64 74 christof.zogg@sbb.ch Besten Dank für Ihre Aufmerksamkeit
  46. 46. Gute Heimreise!

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