Can you rank your customer channels by cost-efficiency?
In the last 5 years, Snapper has shifted over 40% of all ticketing and top-up transactions from a retail environment to self-service channels such as mobile and kiosks.
By identifying the percentage of transactions performed in each channel and then measuring the cost to provide it, Snapper was able to establish how well each channel performed against each other.
In parallel with that, Snapper set up a project to measure the customer satisfaction rates with each of those channels. You may be surprised to find that the most expensive channels to operate are also the least favoured by customers, because high costs are usually attributed to heavy overheads, processes and operational fees. The digital revolution has proven time and again that customers value convenience and ease of use over other service delivery choices.
You can read more about the Snapper case study in the Fare Collection Self-Assessment guide, which also includes a cost-to-serve calculator.
By understanding your cost-to-serve, along with a review of customer satisfaction rates by channel, it can form an effective roadmap for transforming a traditional customer ticketing network to a modern digital customer experience.
Get the Self-Assessment guide here.
You will automatically get a copy of the cost-to-serve calculator to identify the efficiency of each of your customer ticketing and card top-up channels.