Maximise the use of data in European Rail Travel
Traveling through Europe is quite a considerable investment. Especially when you’re a non-European. These travellers have to arrange transport to Europe, accommodations for the period that they are staying in Europe, and 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 just 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.
For this challenge, 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.