DSB aims to increase passenger travel kilometers by 7.5% over 3 years by improving customer satisfaction and rebuilding their brand reputation. The solution focuses on long-distance travel where more kilometers can be gained. Specifically, DSB will 1) invest in infrastructure to provide free WiFi and refreshments on trains, 2) integrate their 4 ticketing apps into a single travel app, and 3) offer discounts to frequent travelers as part of a rewards program to attract more people to take the train instead of driving. DSB also needs a reputation-enhancing campaign to improve their image among Danes.