UK-based data company ITG Creator is using Qlik’s visual analytics platform on Virgin Trains services to gain a detailed insight into customer opinions and travel experience.

ITG has worked with Qlik to develop the Awesometer, a dashboard-driven mobile and desktop reporting app, which provides the train operator with access to real-time visualisations of feedback from online customer surveys.

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Information will be used to improve satisfaction with boarding, seating, as well as on-board entertainment.

ITG Creator marketing insights director Kinnari Ladha said: “We reviewed a variety of business intelligence systems and through Qlik Elite Solution Provider Differentia Consulting selected Qlik’s visual analytics platform as the stand-out technology for creating apps for Virgin Trains and other clients.

"Qlik’s technology has helped us transform data into actionable insights that give our clients an important business advantage."

“Qlik’s technology has helped us transform data into actionable insights that give our clients an important business advantage.”

Virgin Trains will collect feedback from its customers from surveys sent by email to the customers who booked through its website or through a URL publicised on its trains.

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Virgin Trains advocacy manager Chris McDermott said: “We’re all about putting our customers at the heart of what we do here at Virgin Trains. That means making changes to our business based on what our customers tell us is important to them.”

More than 200,000 customer survey responses have been evaluated by the company, with 300,000 comments captured, analysed and visualised by the app.

Image: Virgin Trains at Edinburgh. Photo: courtesy of Chris Watt.