Czech Railways, as the largest Czech rail carrier with a history of more than 175 years of service, conveyed 182 million travelers last year. In the year 2018, 204,824 trains provided long-distance passenger transport, and 2,370,610 delivered a regional service, together totaling 2,575,434. Thus, over 7,000 connections a day served most of the country’s bases and linked the Czech Republic with all its neighboring states, Hungary, and Switzerland.
For Czech Railways to be able to maintain its leading position in railway transport, the organization continuously improves its standard of service, which is determined not only by competitors but above all by passengers’ expectations. As a result, Czech Railways has decided to step away from the blanket distribution of untargeted campaigns to a large number of customers, and has chosen instead to take a targeted approach using customer segmentation. All registered passengers are addressed using offers aimed at each specific customer so as to ensure as far as possible their relevance and value. The organization looked for a solution with which they could easily and effectively communicate both general campaigns (to all registered passengers) and new personalized offers (to passengers registered for the loyalty program). Czech Railways requested a comprehensive solution that would
- segment customers according to various criteria, especially people’s interest in the target region/station
- make it easy to launch and manage offers and campaigns
- allow the organization to clearly evaluate individual campaigns
- simultaneously comply with GDPR