Service Design
13. Design a B2B Customer Experience
SNCF Reseau // French Railway Company

13. Design a B2B Customer Experience

The SNCF Information System was old and needed a revamp. The goal of this mission was redesign it in order to provide the ideal customer experience.

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Context

Since the opening of the European Railway market, other European train companies have been able to rent access to portions of the French railroad system.
However – these companies face complex processes that have not been designed with the customer in mind.
Our challenge was simple: simplify the process by which a train company can get its train running on French railroads, from the first contact with SNCF to commercial operation.

Approach

Beginning with internal stakeholder interviews, and a review of the existing documentation, we mapped the way SNCF was perceiving the ‘As Is’ customer flow internally.
We then, through online workshops with train companies stakeholders, compared this mapping to the was the ‘As Is’ customer flow was perceived externally.
This laid the groundwork for the ideal ‘To Be’ customer flow, which we defined with the SNCF and its customers. This last mapping was later translated into a roadmap for the redesign of the Information System.
Versionning of the ‘As Is’ and ‘To Be’ customer journeys
Mapping of the ‘As Is’ journey, as perceived by an SNCF collaborator

Impact

50
10 clients and 40 colloborators were involved in the design of the ‘To Be’ customer journey
5
5 clear guidelines were extracted from the different mapping we delivered.
1
An unique and clear vision of the ideal customer journey get design
Wrap-up client feedback

People