Digital transformation - the case of SNCF
Following a long delay in adopting digital tools, SNCF began a 90-degree turn in 2015, forced by the imminent advent of competition in the sector.
This is when managers realize the full extent of the challenges ahead. It was nothing less than a total reinvention of the customer experience, but also of the organization's internal processes. Since then, SNCF has been focusing on open data, improved customer services, predictive maintenance and training teams in new tools.
However, this titanic transformation project is not without its pitfalls. A case in point is the chaotic launch in 2022 of the SNCF Connect application, designed to streamline and enrich the customer experience. Behind this hitch lies the difficulty inherent in any transition of this scale, whether technological or cultural.
The facts: a company that is unloved and... behind the times
Prior to its digital shift in 2015, SNCF had a very poor image among rail users. And with good reason: delays were commonplace, information on disruptions was sorely lacking, and comfort sometimes left much to be desired.
When it came to digitalization, SNCF was also clearly lagging behind its European counterparts. Very little data was accessible to the public, the mobile application was basic and not very ergonomic, and connected objects were conspicuous by their absence from trains and stations.
Worse still, at a time when 5G is being democratized, many lines didn't even benefit from proper wifi or 4G access. Unthinkable for today's hyper-connected passengers!
This technological stagnation was partly due to the SNCF's monopoly over the national rail network. Without competition, the state-owned company had little incentive to drastically improve its offering, services and infrastructure.
However, the situation changed radically in 2007, when the European Union approved the opening up of passenger rail transport to competition. A deadline finally set for December 2023 for national commercial lines.
To maintain its market share in the face of new entrants, SNCF had no choice but to undergo a major digital transition. The first milestones in this ambitious strategy were laid in 2015. Let's now take a look at the solutions put in place to embrace the technological shift.
Solutions put in place to embrace the digital shift
Open data
SNCF has been quick to embrace open data, i.e. the opening up of detailed data sets to the public. Thanks to real-time updates, anyone can now access a wealth of information on traffic: theoretical and live timetables, punctuality rates, seat availability, train composition, etc.
This will enable start-ups to develop innovative services such as route calculators that take into account the probability of delays, or train occupancy simulators.
User services
When it comes to passenger services, SNCF has pulled out all the stops in recent years. In 2022, for example, it launched SNCF Connect, a single application bringing together all the expected functionalities: journey planning, reservations, traffic information, digital diversion in the event of disruption, etc.
Aware that the private car is still preferred by many for everyday journeys, SNCF also forged a strategic partnership with BlaBlaCar back in 2015. The aim? To eventually offer a combined train + carpooling service to attract new travelers.
By drawing on the technological expertise of this French nugget and its large community of users, SNCF can complete its network in areas less well served by rail.
In addition, a pilot project will soon equip all TGV trains with 5G coverage.
Predictive maintenance
In addition to improving traffic flow, a whole range of maintenance optimization measures have been undertaken. Sensors, IoT, digital twins, artificial intelligence... SNCF is keen to exploit the latest technological advances in this field.
Thanks to these cutting-edge tools, breakdowns can be better anticipated, repair operations targeted and the risk of delays greatly reduced.
Team training and support
For this reason, SNCF has set up massive training and awareness-raising programs for digital tools and methods. The aim is to help railway workers assimilation them, so that they can derive maximum benefit from them in their day-to-day work.
Tailor-made programs have been developed for driving, station management, maintenance, customer relations, etc. Successful digitalization of the company necessarily involves upgrading the skills of its workforce to meet the challenges of tomorrow's railways.
SNCF Connect application launch snafu
The turbulent launch of the SNCF Connect app in January 2022 was a reminder of how difficult it is to carry out a digital transformation on such a scale.
Repeated bugs, missing functionalities, interminable loading times... SNCF Connect was quickly singled out for its many technical and ergonomic shortcomings. A failure made all the more bitter by the fact that the single application was intended to be simpler than the old system with 6 distinct components.
There are several explanations for this fiasco. First of all, the very tight schedule imposed by management did not give the technical teams enough time to flush out the flaws and test the robustness of the system on a large scale.
Secondly, the lack of involvement of railway workers and users in the development of the application, leading to a product that is out of touch with the realities on the ground.
While many of the problems have since been resolved through updates, this incident serves as a reminder that digital transformation requires pragmatism and humility. Scrum, UX and other agile methods are also essential in this fast-moving sector.
Conclusion
The SNCF has thus embarked on a far-reaching technological transformation to pull itself out of its rut. It's a vast project, still underway, involving every level of this immense structure, from management strategy to the optimization of every single train.
From the systematization of open data to predictive maintenance and the latest customer relations innovations, SNCF now has all the assets it needs to face up to the opening up to competition and win over the hyper-connected, intermodal travelers of tomorrow.
The SNCF example shows just how decisive 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 support of all employees. That's why we've developed exclusive digital adoption platforms that enable us to effectively train and support teams at every stage of change. Whatever your sector and your business challenges, our experts are at your disposal to advise you and provide you with the right solutions to make your technological transition a success.