We recognise the importance of understanding and responding to the needs and expectations of our customers. To do this we need to listen and, in listening, to think of ourselves as part of a whole journey. The whole rail supply chain needs to gain a deeper understanding of how rail fits into overall needs to travel and move goods. Across the industry, we will continue to talk to customers, to understand the trade-offs between different expectations, such as price and comfort, and to draw the balance that they expect.
We need to understand and reward existing customers, and to understand the views of non-rail users. These are the potential customers of the future. By improving our response to all customers' requirements, we will appeal to those who do not currently use our services.
All customers, whether freight or passenger, have two basic preconditions to using rail - reliability and safety. Beyond this, key passenger needs are:
- Service frequency and speed
- Journey quality and comfort
- Value for money and a simplified fare structure
- Effective handling of service disruption
- Connectivity with other modes
Freight users' requirements centre around:
- Cost and connectivity
Information on services, connections, costs, and carbon should be made available for journey planning. Information on service disruption and onward journeys should be available throughout the journey.