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      "text": "We've made transportation seamless, integrated and passenger-centric, as well as clean, safe and enjoyable.",
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      "text": "Industry thinking in the UK has moved beyond simply operating a railway or managing infrastructure. It thinks about its customers and how it best integrates with other modes of transport. The focus is on digital, automated, data-driven, personalised transport services available at the swipe of a screen. And how rail users think about journeys - what we expect from them and how we make them - has transformed.",
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      "text": "Transport providers have adapted to new markets and shifts in demand. It's something passengers have come to expect, particularly when they're paying for a service, not just a journey. This comes from a relentless focus on customers that is driven from the heart of organisations, not just by front-line staff. Rapid technology evolution has brought about seismic shifts in customer expectations, echoing what society witnessed with equally dramatic shifts across retail, financial services and other transport modes in previous years.",
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      "text": "Passenger satisfaction isn't about reliability, journey information or clean carriages. These are a given. Instead, satisfaction is about delivering different outcomes for passengers with different needs, be it getting from A to B in a carbon neutral way or enabling them to do what they need to do while travelling. Journeys are no longer just a means to an end. On-board experiences, seamless connections and personalised services are the norm. From how the industry plans, designs and maintains infrastructure, through to how it sells journeys and offers services, this new mindset has become a catalyst for change.",
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      "text": "A new, responsive way of operating has unlocked large organisations' ability to meet society's needs. Increasingly digitalised infrastructure allows us to be versatile, acting as a platform to introduce new ideas and technologies safely, quickly and successfully. Business models, corporate cultures and a new leadership agenda allow the industry to embrace new, innovative ideas.",
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      "text": "Integration has gone beyond transport. It includes energy distribution, telecoms networks and managing materials, with the circular economy thriving on collaboration between industries. This integration makes it possible for customers to build and manage their lives in more accessible, affordable and empowered ways. Rail is designed into a transport system built to meet passengers' many diverse needs. Single modes of transport could no longer efficiently serve everyone, yet together, in this new world, they can.",
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