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SJ, Sweden's Largest Rail Operator, Turns To IBM To Improve Mobile, Online Customer Experience, Increase Sales

ARMONK, N.Y., Aug. 15, 2013 /PRNewswire/ -- IBM (NYSE: IBM) today announced that SJ ®, Sweden's largest rail operator, is turning to customer experience management software from IBM to improve its mobile and online booking process and overall online customer experience to increase ticket sales.


IBM's customer experience management (CEM) solutions are helping SJ to understand, identify, and eliminate consumer pain points on online and mobile channels.  Visualization and analytics tools designed to help businesses understand and keep pace with the rapidly shifting preferences of today's increasingly digital consumers are part of IBM's Smarter Commerce initiative to help maximize the value of every single customer visit (web and mobile) and ensuring that more transactions are completed successfully.

Headquartered in Stockholm, Sweden, SJ transports more than 100,000 passengers every day, with more than 50 percent of passenger bookings completed online. However, during an initial investigation, SJ discovered that more than 230,000 customers annually were experiencing difficulties when booking online travel with a credit card, which ultimately impacted ticket sales. 

As railway deregulation began in Sweden, SJ realized it would begin to face increased competition from private rail operators. In addition, with the influx of budget airlines that offer low cost fares at the same price point as train tickets, SJ wanted to find a way to improve the online customer experience and eliminate customer service issues.

A pilot project with IBM's customer experience software revealed that customers struggled with several aspects of the booking process, including booking multi-stop journeys, reserving seats and making payments using a mobile device.  A certain group of customers who had valid credit card payments were inadvertently declined during the booking process due to overly stringent criteria set by SJ's fraud team. IBM's technology also provided SJ with the ability to record and replay individual customer sessions, without revealing sensitive information such as complete credit card numbers. This has improved SJ's ability to serve their customers and respond to online disputes. 

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