Digital Transformation: The Case of SNCF
Following a significant delay in adopting digital tools, SNCF made a sharp pivot in 2015, compelled by the impending arrival of competition in the sector.
Leaders then fully grasped the challenges ahead. It was nothing less than a complete reinvention of the customer experience, as well as the organization's internal processes. Since then, SNCF has particularly focused on open data, improving user services, predictive maintenance, and training teams on new tools.
This colossal transformation project, however, has not been without its pitfalls. A testament to this was the chaotic launch in 2022 of the SNCF Connect application, which was supposed to streamline and enhance the customer journey. Behind this setback lies the inherent difficulty of any transition of such magnitude, both technological and cultural.
The Situation: An Unpopular Company and... Lagging Behind
Before its digital pivot initiated in 2015, SNCF suffered from a very poor image among rail users. And for good reason: delays were commonplace, information was sorely lacking during disruptions, and comfort sometimes left much to be desired.
On the digitalization front, SNCF also lagged significantly behind its European counterparts. For instance, very little data was publicly accessible, the mobile application was basic and not very user-friendly, and connected devices were conspicuously absent from trains and stations.
Worse still, at a time when 5G is becoming widespread, many lines didn't even have proper Wi-Fi or 4G access. Unthinkable for today's hyper-connected travelers!
This technological stagnation was partly explained by SNCF's monopoly over the national rail network. Without competition, the public company had little incentive to drastically improve its offerings, services, and infrastructure.
However, the situation changed radically in 2007 when the European Union endorsed the opening of passenger rail transport to competition. A deadline was finally set for December 2023 for national commercial lines.
Consequently, to retain its market share against new entrants, SNCF had no choice but to transform itself and embark on a large-scale digital transition. The first milestones of this ambitious strategy were laid starting in 2015. Let's now look at the solutions implemented to embrace the technological shift.
Solutions Implemented to Embrace the Digital Shift
Open Data
SNCF quickly leveraged open data, making detailed datasets publicly available. Thanks to real-time updates, everyone can now access a wealth of information on train movements: scheduled and live timetables, punctuality rates, seat availability, train composition, etc.
This allows for the development of innovative services by startups, such as route planners that factor in delay probabilities or simulators for train occupancy rates.
User Services
Regarding passenger services, SNCF has redoubled its efforts in recent years. In 2022, it launched SNCF Connect, a unique application bringing together all the expected functionalities: trip planning, booking, traffic information, digital support during disruptions, etc.
Recognizing that many still prefer private cars for daily travel, SNCF also forged a strategic partnership with BlaBlaCar as early as 2015. The goal? Ultimately, to offer a combined train + carpooling service to attract new travelers.
By leveraging the technological expertise of the French tech gem and its large user community, SNCF can thus complement its network in areas less well served by rail.
Furthermore, a pilot project will soon equip all TGV trains with 5G coverage.
Predictive Maintenance
Beyond traffic streamlining, a whole area of maintenance optimization has also been undertaken. Sensors, IoT, digital twins, artificial intelligence... SNCF aims to leverage the latest technological advancements in this field.
Thanks to these cutting-edge tools, failures are better anticipated, repair operations are targeted, and the risk of delays is significantly reduced.
Team Training and Support
Digital transformation primarily relies onteam buy-in ; which is why SNCF has implemented massive training and awareness plans for digital tools and methods. The aim is to promote their adoption by railway workers so that they can derive a maximum benefit in their daily work.
Tailor-made programs have thus been developed for driving, station management, maintenance, customer relations... The successful digitalization of the company necessarily requires upskilling its workforce to meet the challenges of tomorrow's railway industry.
SNCF Connect App Launch Hiccup
The rocky launch of the SNCF Connect application in January 2022 served as a reminder of the difficulty of successfully carrying out a digital transformation of such a scale.
Repeated bugs, missing features, interminable loading times... SNCF Connect was quickly slammed for its numerous technical and ergonomic malfunctions. This failure was all the more painful given that the single application was intended to be simpler than the old system with 6 distinct components.
Several explanations for this fiasco. First, the tight schedule imposed by management which did not allow the technical teams enough time to uncover flaws and test the system's robustness on a large scale.
Next, the lack of involvement of railway workers and users in the development of the application, leading to a product disconnected from real-world needs.
While many problems have since been resolved through updates, this hiccup serves as a reminder, if one were needed, that digital transformation requires pragmatism and humility. Scrum, UX, and other agile methodologies are also essential in a constantly evolving sector.
Conclusion
Thus, SNCF has been compelled to undertake a profound technological transformation to get out of its rut. This vast undertaking is still underway, involving all levels of this immense structure, from management strategy to the optimization of every single train car.
From the systematization of open data to predictive maintenance, including the latest customer relationship innovations, SNCF now possesses certain assets to face market liberalization and attract tomorrow's travelers, who are hyper-connected and seeking intermodality.
The example of SNCF demonstrates how crucial digital transformation can be in improving an organization's performance.
At Knowmore, we are convinced that this process requires a tailor-made strategy and the buy-in of all employees. That's why we have developed exclusive digital adoption platforms to effectively train and support teams at every stage of change. Whatever your sector and business challenges, our experts are available to advise you and provide the appropriate solutions to ensure the success of your technological transition.