The radically changing landscape of transport
Public transport as an industry was having a tough time. Train franchisees were being re-nationalised as they struggled to achieve what became clear were overly optimistic revenue targets. Bus operators were faring little better fighting to create enough profit to be able to maintain and reinvest in their fleet.
Then COVID-19 arrived. It has had a devastating effect as the first passengers were told to stay at home, with passenger numbers dropping by 90% plus. All this has resulted in the effective re-nationalisation of the rail franchises and huge government support for buses.
Image of an empty train in lockdown
Even as we see the easing of the lockdown, people are being advised to avoid public transport. For those that can not avoid it, they are trying to get on a bus that is only allowed to run at 25% capacity, a problem for both passengers and operators.
Even when the restrictions are lifted further there are questions about the total number of people who will be returning to a pattern of regular commuting after enjoying the home working lifestyle. Even if all the health concerns of COVID-19 did pass, would you be willing to cram onto a packed commuter train? I don’t know if I would, definitely not five days a week.
Bus and train industries historically do not adapt fast – in part due to the longer investment strategies they require – it’s not easy to pivot your business when you have tens of millions of pounds invested in rolling stock. But they have moved with unprecedented speed, changing their schedules, services and operational models in response to the crisis. Now they are looking to see how they can support passengers and the start to return as transport transformed.
Trust in the operator is going to be key. They will need to double-down on their communication; increasing frequency, transparency and quality. Here digital touchpoints will be central, with timetables changing frequently, live data is key – it is more important to have live data on where your bus is than a timetable which may or may not be up to date. What other information can be shared? Details of cleaning routines and standards. Capacity information is vital at this time and is already available on a number of bus operator apps, helping customers make informed decisions about when to travel and which bus to catch. Contactless payments and digital tickets will support social distancing and passenger and staff safety.
Transport could even prove a vital data-source for contact tracing.
In this landscape, there is a need for transport operators and other transport apps to help people discover and use alternatives with the goals of getting people where they need to go by any means necessary – train, bus, bike, cab, walking or most likely a combination of all. We’ve seen London and other UK cities enlarge pavements for walkers, extend bike lanes and rush through legislation to allow for the trial for electric scooters. There is a growing sense that COVID-19 could be the catalyst for micro-mobility to become a sustainable model of transport in our cities.
It is clear we need to re-assess the mobility needs of the public in the context of the new normal. We will then need to build new digital experiences to support them in this changing world. A rush toward integrated mobility platforms seems inevitable, the question is who will be the first to act, to understand those concerns, and to meet those needs…
Do you need help understanding how your customers’ needs have changed and how to create a digital experience to support them?
