Chiltern Railways
Mechanica Project
The Mission:
Chiltern Railways wanted to build a clearer understanding of the complete customer experience. However, relevant information was spread across disconnected systems, with inconsistent data quality making it difficult to form a reliable view of each customer.
The business needed to bring these sources together, transform the data into actionable insight and use it to deliver more relevant communications and continually improve the passenger experience.
Mechanica gave Chiltern a trusted foundation for understanding and improving the customer experience.
Euler created a centralised customer data platform within Mechanica, bringing together ticketing information, customer communications, demographic data, survey responses, NPS metrics and disruption data. Clear data quality rules ensured this information was accurate and reliable, while integrations with tools including Apteco supported more timely, targeted and personalised communications.
Euler also developed an AI-powered process for Chiltern’s Voice of the Customer reporting. It turns complaints and social media messages into structured, regulator-aligned insight, with personal information removed before processing. This replaced time-consuming manual categorisation with a faster, more consistent and auditable approach.
How did Mechanica help Chiltern bring its customer data together?
Mechanica provided Chiltern with a centralised platform that connected information from ticketing, customer communications, demographic data and other operational sources. This gave them a more complete and consistent view of individual customer journeys.
How was the quality of Chiltern’s customer data improved?
Euler worked with Chiltern to establish data quality rules covering accuracy, consistency, completeness, uniqueness and validity. These rules help ensure that information entering Mechanica is reliable and ready to use.
How does Chiltern use AI within its Voice of the Customer reporting?
AI categorises unstructured complaints and social media messages against the reporting framework used by the Office of Rail and Road. It also identifies sentiment and relevant customer messages, helping Chiltern process feedback consistently and at scale.
How does the solution support more personalised communications?
Mechanica connects with tools including Apteco, allowing Chiltern to analyse and segment customers using behavioural, journey and disruption data. These insights help the team deliver communications that are more relevant and timely.
Performance Highlights:
Here's what we achieved through a combination of data, technology and expertise.
Reducing data latency allowed Chiltern to respond more quickly with relevant marketing and service communications.
Better targeting and personalisation contributed to a significant improvement in how customers engaged with Chiltern’s emails.
Combining customer, operational and feedback data gave Chiltern greater visibility of the complete customer journey.
AI-powered categorisation replaced time-consuming manual processing with a more consistent, repeatable and auditable workflow.
A centralised data hub and clearly defined quality rules gave Chiltern greater confidence in how its customer data was managed and used.
It was an ambitious transformation, with lots of challenges thrown up along the way, but with the help of Euler we’re achieving our CRM objectives, and we’ve completely revolutionised the technology, processes and capabilities of our CRM programme which ultimately benefits our passengers.
Senior CRM Data Strategy Manager, Chiltern Railways
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