"It is no longer so that you" train people "or" car people ". People combine car and public transport in various ways. Therefore, we focus from NS increasingly on the journey from door to door, "said Rutger Hamelynck, head of brand management at NS. "We try and make the traveler to enter the right tools so that you get the feeling that you almost literally at the wheel of your own journey," adds Marieke Nijhoff, head of marketing at the Railways, added. Rutger and Marieke work closely together to improve the experience of NS Passengers, while giving a boost to the brand. Leading up to the NIMA Marketing Summit Tour NS I spoke Rutger and Marieke about the brand strategy of NS, the (customer) journey from door to door and their new way of working.
What is your interest?
Marieke: "I am responsible for all information, brand and commercial campaigns for NS Passengers. For example, we are now engaged in a campaign where people for a lower ' trial can try again "rate first class. But even with the shoot of a new commercial and information campaign for the new timetable, which is from December 11 to 98 percent of travelers something changes. "
Rutger: "I am responsible for the brands NS strategy, which includes the brands NedTrain Abellio and railway stations covered. I does not only look at the journey people make through NS. The traveler is in fact a real omnivore who also uses next to the train bus, bicycle or other means of transportation. "
"NS looks at the journey from door to door and the problem areas that may arise thereby. For example transferring, parking your bike or look for travel. As travelers experienced these points of uncertainty, we are trying to itself or in partnership with other parties we encounter in the chain, to solve. "
"We see the journey from door to door, and try uncertainty to resolve travelers experience it." - Rutger Hamelynck
"Especially if you want to play an important role in the journey from door to door, the brand is important for the support that people search. I sometimes call it the 'arm' in your journey, "Rutger continues. "In addition, the running of the train, our core business in the Netherlands, a process of award. The Dutch people 'grants' us through this Ministry. But we must turn recognizable do something that added value and appreciation from our brand. "
How to improve your journey from door to door?
Marieke: "If we help train you to take the journey to your hand. For example, by showing you how many OV-bikes currently on Amsterdam Zuid stand in planner Xtra app if the weather is nice. And in early 2017 we are introducing a proactive notification in this app you get when you forgot to check out. "
Rutger "We also show more show our face. For example, more to explain what is going on and what the alternatives are, so that you as a traveler can properly decide how you want to continue. We do this not only at times when something goes wrong, but also in large-scale walking and running events. We see many people who do not often travel by public transport, so they know less well what and how. "
"At large events aimed Rutger's team on the receipt, my team warms travelers in advance of their trip" - Marieke Nijhoff
Marieke: "We complement each other nicely as it branches to. Rutger ensures the reception, while my team especially doing things in preparation. Information campaigns for example, where we say that there comes an event, offering discounted tickets or special scheduling plans. Carnival ride trains example longer, we build on the train already a party and there is guidance on the drive. So we warm all the people in advance for their journey. "
Rutger: "You can still make more trains run on time and yourself completely fixated on process optimization. It continues the basic course important that we continue to improve these processes, but 100 percent on time trains will never come. So we work hard on the experience of the journey. "
"A good example I think the pianos at stations. It provides atmosphere for people who have to wait and brings people together. Sometimes we help by (famous) people to join. As we do not always, because that spontaneous is so important. "
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Marieke: "This is a piece of travelers participation. We find it important to be like brand close by travelers to participate themselves, whether it's on Twitter, the traveler's forum or on the piano. "
How can a brand-for-the-masses become more personal?
Marieke: "From a marketing personalization is a hot topic and we are in that context always to work more agile and scrum. That's a bit different than how we were going to work out. "
"So the whole trip planner we had before suddenly reversed, causing fell across all users on NS. We then with an agile way of working put down another new planner, which we have reversed some things because people" old "still felt more comfortable . we learned that small steps are hugely important, and that not everything has to be perfect before we left the keys with the client "Marieke explains.
"We are working on a new innovative plan that we will launch next year. Really different subscriptions now. We had planned a nice campaign, but when we explained this to customers, it proved too complicated. People figured it until we showed them the landing page, where you get very detailed information on how it works. When I was glad we did not just launched this. Then we had really taken the wrong steps shelf. "
About Marieke and Rutger
Marieke Nijhoff is originally a social geographer. She had no clear idea of what she wanted to do during her studies until she attended a college of communication scientist Anne van der Meijden about marketing and PR. After holding various positions in the area of internal communication, press relations and PR, she discovered that marketing is best suited her. She feels for organizations with a high degree of complexity as a fish in water. In her communications career she was responsible for the introduction of a new supermarket, the introduction of the basic health and NS the introduction of the OV-chip card.
Rutger also Hamelynck was not destined for the profession. He studied economics and art history, but ended up in communication and events at the University of Amsterdam. "That has never left me. NS is the brand one of my responsibilities, but in addition I also do PR and events. My art-loving side that free and creative, is beautifully reflected in this work. For just around the brand touch your emotions rating, and deal with those emotions are linking to the creative side. "
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