Arriva is a major train operator in the UK with over 14 years’ experience in providing passenger rail services.
In early 2017, Arriva UK Trains engaged ORM as the strategic partner of their digital business transformation program. Arriva UK Trains want to solidify its status as a leading customer service organisation, putting people at the heart of everything they do and provide an experience that delights their customers.
The launch of the Arriva Customer Engine (ACE) coincided with the refresh of the front-end marketing website of Chiltern Railways. Working on these projects in tandem required multiple teams and delivery requirements, as there was a short window in which to launch the website and retailing solution.
Arriva UK Trains, ORM and SilverRail have developed the Arriva Customer Engine (ACE) – a retailing solution that works alongside a ticket issue system to provide a high quality online and mobile app experience for journey planning, ticket selection, customisation and fulfilment. Developing and owning its own retailing solution differentiates Arriva UK Trains from many of its competitors, as the solution can be rolled out to other train operating companies in the group, maintaining cost-savings and governance across owned digital channels.
From the start of the ACE technical delivery, ORM acted in the role of Systems Integrator. This role included project management, governance, communications, reporting, risk management and operational management of all participating third parties on the programme, including SilverRail, AWS, RDG accreditation and the fraud management provider.
Built in tandem with the retailing solution, ORM also designed and developed the marketing website for Chiltern Railways – built on Drupal 8 – as well as incorporating the booking system. The latter is to enable customers to move smoothly from chilternrailways.co.uk to the ACE platform in a seamless action to purchase their tickets and access the My Account area. The development phase of the project meant working closely with the Arriva UK Trains team implementing the retailing solution, as the smooth integration of this platform was central to the new Chiltern Railways website being launched on time.
There was a tight turnaround on delivering these projects, and so strict governance was employed to meet targets and hit deadlines. ORM employed a full-time delivery and client team dedicated to the ACE and Chiltern marketing website, with leads from Arriva UK Trains and Chiltern Railways collaborating with and working from the ORM offices on a weekly basis too.
The ACE will also be rolled out to other train operating companies in the Arriva UK Trains group, beginning with Grand Central Railway.