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      "text": "The only way we can rebuild public trust in the railway is by putting the customer at the centre of reform.",
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      "text": "The success of start-ups and alternative transport modes demonstrates the increased level of competition. In its first 14 months since launch, e-scooter company Bird expanded to 120 cities worldwide and took in £415 million in funding. E-bike and e-scooter firm Lime announced this year that its vehicles have completed 50 million trips since launching mid-2017, having expanded to 100 cities across five continents.",
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      "text": "There are real benefits to be gained from involving customers in designing services and processes. Better self-service options, flow through stations, on-board behaviour and speed of loading improve things for passengers and also the efficiency of the railways as a whole. This means involving customers in the conversation and co-creating services and solutions with them. Everyone, whether they interact with passengers or freight shippers or not, must see their decisions from the customers' perspective - from front-line, track maintenance teams, to procurement teams managing the contracts.",
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      "text": "Keith Williams has said \"the only way we can rebuild public trust in the railway is by putting the customer at the centre of reform\". And this is starting to happen. Network Rail asked passengers to speak to its 200+ leaders at a recent event. And London North Eastern Railway (LNER) has demonstrated great returns on its efforts to continuously engage customers and capture feedback.",
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      "text": "In recent years, many sectors have seen dramatic change in the way they interact with their customers. In response, they've worked with customers to transform products and services. However, the complexity of the railway and the number of different parts within it means it has been slow to respond to changing passenger needs.",
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      "text": "Other transport modes - particularly roads, and air aviation as it develops electric light aircraft for regional journeys - are in a race with rail to modernise. And the industry will also have to compete with the proliferation of global high-speed internet access and the increased move to communicate by video rather than face to face.",
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      "text": "With our research showing that only 18 per cent of transport leaders believing that personalisation is a feature of the future of rail transport, it's possible that rail may not achieve a passenger-centric way of operating without concerted focus. The lack of choice for those who depend on the railway is deeply frustrating. Compare this to other aspects of their lives, where products and services deliver seamless, personalised experiences to help people achieve what they want, not just what they need. Take, for instance, the Mobility-as-a-Service provider Whim, which has revolutionised transport by doing more than taking people from A to B. Instead, it provides a seamless, personalised outcome transport - be it to see friends or have a meal out - by combining multiple transport modes through a single device.",
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      "text": "Perhaps more than any other area, this is where rail needs a deeper review and to build momentum. And any change will need to be ongoing, continually adapting to the needs of customers, whether they pay fares or taxes.",
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      "text": "Centre on customers or watch them walk away",
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