- Thai Government
- Country unknown
- Public sector
Transport systems are usually designed from an engineering perspective, with a focus on infrastructures and vehicles. As a result, the customer experience might lack consistency and seem fragmented. Service inefficiencies cause irritations to passengers and will cost time and money to fix. Livework helped the Thai government anticipate the service for a future high-speed train, preventing expensive service repairs later on.
Before putting the tracks on the ground, the Ministry of Transport in Thailand asked Livework to develop the vision for the high-speed train service to guide architects, engineers and policy-makers towards developing a customer-centered transport system. Together with the Thailand design centre (TCDC), we created a clear foundation for the future service system – with a focus on the customer experience.
A shift in thinking, from trains to passengers
Instead of asking; ‘What should the future train be like?’, Livework asked; ‘What should the future passengers experience?’. Adopting a customer-centric mindset at such an early stage allowed architects and engineers to embrace the full customer experience – before, during and after the train journey.
The future (user) is here
Meeting future users of the high-speed train service at an early stage provided insight into habits and routines that will influence the adoption process. The early awareness of future passengers’ needs allows for the creation of stations, trains and commercial offers that are sustainable from a commercial and transport perspective.
A good service starts by adopting collaboration practices
Developing a high-speed train service requires collaboration between a variety of people. From day one, Livework involved different stakeholders in the process of anticipating the future passenger experience – ensuring focus on the passenger instead of the train. This collaborative approach, encouraged the person in charge to really take ownership and apply the ‘future passenger’ vision throughout the entire high-speed train development project.
It is not the train, it is the thinking
The service design project for the high-speed train has made Thai senior government officials recognise the possibilities of applying service design in the early stages of major public works. The officials see how this approach can ensure greater success of large infrastructure investments in Thailand. Moreover, a service design approach might save the Thai government costs and it can potentially prevent delays and PR disasters that are the result of fixing the services after their physical and technical delivery.
Service design sets a solid foundation for the future
Livework, in collaboration with the Thailand design centre (TCDC), developed a service vision for the future high-speed train in Thailand. By putting the customer [passenger] experience first, the Ministry of Transport is now a step ahead when designing a well-orchestrated transport system that ensures passengers will take the train, again and again. A long journey is ahead, but this is where good service begins.