Personalizing Dutch Railways' employee communication
- by Vincent de Winter
- 13 February 2022
The Dutch Railway systems (NS) has tens of thousands of people working for them all over the Netherlands. In order to communicate the appropriate information to all those employees, NS was looking for a smart and dynamic internal communication solution. We helped them solve their information overload and target their employees more efficiently.
Every day, 21.000 people get out of bed to work for NS, the Dutch Railways. They assist travellers, check tickets, drive the trains, make sure the right information is on the screens and displays, sell coffee and safeguard the safety in trains and stations. To get the right information to all of those people, NS sends out thousands of messages and newsletters by e-mail, through intranet and a mobile application. They use a central digital experience platform called ePublisher to send out all of those messages. The problem was, however, that employees experienced information overload. Specifying and targeting the right information to the right people is not an easy task for an organization of this size: out of the 21,000 employees, 2,500 different audience types can be identified. These different groups, specified by things like location, age, role within the company and preferences, all have different communication needs that constantly change.
Targeted, personal and efficient
At We Are North, we are driven by making people’s work easier and more fun, so that’s where we started: by asking what would make the communication department’s daily work more efficient. Their biggest demand was to find a solution that optimizes their target selection process. They wanted to be able to easily create subscriber groups, selecting one or more subsets, without having to manage everything manually. They also wanted a functionality that enables them to send out personal publications, indicating which type of content is intended for whom. After sending out the relevant information to the right people, a Single Customer View was needed in order to see how the receiver responds to the information, so communication can be further optimized based on these findings in the future.
Analyzing and optimizing
For the Dutch Railways, we created a seamless experience that can be accessed through different channels, both through desktop and a mobile application. In an Audience Manager, the communication department can review how effective their last publication was: they can see how the user scrolled through the interface and which articles were opened. Newsletters can also be tracked, for example showing which links were clicked on. In short, we gave NS the right tools to target their employees more efficiently by creating their own target groups and enabling them to analyze and review the results of their communication strategies.