{"id":4253046,"date":"2021-04-01T10:08:20","date_gmt":"2021-04-01T08:08:20","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/maximising-data-european-rail-travel\/"},"modified":"2022-04-01T12:00:00","modified_gmt":"2022-04-01T10:00:00","slug":"maximising-data-european-rail-travel","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-uki\/case\/maximising-data-european-rail-travel\/","title":{"rendered":"Maximising data usage in European rail travel"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tEurail.com\t<\/h2>\n\t\tMaximising data usage in European rail travel\t<\/h1><\/div>\n\n
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\n\t\n\t\tWith a turnover of \u20ac90 million, Eurail.com<\/a> is one of the largest online railway travel agencies in the Netherlands. Eurail.com sells Eurail and Interrail passes: the all-in-one train tickets that allow travellers to not only go wherever they want in Europe, but also whenever they want.

DEPT\u00ae was asked to optimise the customer journey performance for Eurail.com. The ultimate goal? To define Eurail.com as the best known starting point for travellers to create a personalised and authentic European travel experience.

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\n\t\t\n\t\tTwo-sided challenge\t<\/h2>\n\t\t\t\t\t
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\n\t\tTravelling through Europe is quite a considerable investment. Especially when you\u2019re a non-European. Because these travellers have to arrange transport to Europe and accommodation for throughout the period that they are staying there. And also because of the budget they need for daily activities, food and drinks.

Transport within Europe is easy to arrange by purchasing one of the Eurail.com passes. But in the end, the overall journey costs a lot. For this reason, customers of Eurail.com show a relatively long orientation process. It could take up to two months before purchasing the passes.

It turned out that during this long orientation period, the target group of Eurail.com has different questions that are relevant to a specific moment in time. Therefore, the target group needs different content at these specific moments. When the targeted customer is provided with the right content at the right time, the overall customer journey will eventually optimise.

DEPT\u00ae was tasked with addressing this two-sided challenge: \t<\/p><\/div><\/div>\n\n
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  • How to be as relevant as possible at all times? (high relevance = high performance)<\/li>
  • How to show the added value of all the channels in the customer journey to optimise resources accordingly?<\/li><\/ul><\/div><\/div>\n\n
    \n\t\tTo address it, we turned data into insights and used our very own customer journey mapping model to optimise the customer journey performance of Eurail.com.

    With this model we were better able to validate performance and actively test new hypotheses for each step in the funnel by getting insights and steering on the right KPIs matching the phase. The figure below explains and defines our model.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t