All systems go for GNER's new website

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GNER has taken the wraps off its new website, which is aimed at converting more customers to buying tickets online by making the transactional experience more pleasant.

The rail operator launched the new site, which is home to its own online ticketing system that speeds up the ticket-buying process for passengers, on Friday last week with high hopes that it will prove attraction to millions of rail users.

"GNER's new website offers passengers a one-stop shop for planning rail travel which makes it easy to find and buy the best value rail fares on offer. Managing the website and booking engine in-house ensures GNER is able to offer a greatly improved online retailing channel and communicate much more effectively with its passengers," said GNER's chief executive Jonathan Metcalfe.

GNER worked with partners Atos Origin and Flow Interactive to design and build the new site, which enables passengers to find the lowest fares, offers online discounts and a host of other tools designed to provide a self-service element to customer requirements rather than having to contact the web support call centre.

"Time and cost efficiency and increased passenger's choice, are critical in the travel industry," said Tony Lacy, Atos Origin's head of rail and bus. "We are delighted to have worked with GNER to design and build an industry-leading e-solution that provides an enhanced online travel experience for GNER's customers, helping them to save time and money by planning their journey ahead."

In addition to being integrated with customer relationship management (CRM) tools to analyse behaviour and transactional trends, the site meets Disability Discrimination Act (DDA) requirements with the provision of an alternative text-only version. Furthermore, it has received web accessibility accreditation from the Shaw Trust.

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