In what appears to be a first for a British rail transport operator, Twitter is being used to disseminate information to travelers concerning delays and changes to train operations.
Using a system developed by digital agency Tobias & Tobias, British rail operation First Capital Connect will send out alerts to travelers who follow with their Twitter account. The service can send alerts concerning delays and network problems to travelers via their mobile or laptop.
“When Twitter’s popularity in the UK started to grow, we decided it could help us provide our customers with relevant, timely information to help make their journeys easier during times of disruption,” said Katey Burton, FCC’s digital marketing manager.
First Capital Connect operates trains between London, Brighton, Bedford, Peterborough, Cambridge and King’s Lynn – one of the UK’s busiest rail networks. To take advantage of the service, travelers on First Capital Connect services must first provide information about their regular train use including their time of travel and which stations they go between. This enables First Capital Connect to personalize Twitter alerts.
“While many companies are still considering how to incorporate Twitter into their digital communications mix, FCC has taken a bold step forward,” said Brendan Nelson, head of strategy at Tobias & Tobias. “Their customers now enjoy a greater choice of ways in which to interact with their rail provider, and the freedom to do so even when they’re many miles from their computer.”
Perhaps the next stage would be an add-on feature that allows users to input their boss and spouse’s contact details so First Capital Connect can break the bad news to all that are affected by delays.
