"Data feeds thinking and guides decision-making"

Data is everywhere. And for SNCF Connect & Tech, it's not just everywhere - it's structured, governed, shared and above all... activated. Far from being an abstract resource, data fuels every decision, every customer experience, every functional development. Virginie Lajarriges, Chief Customer Insights & Digital Analytics Officer, sheds light on the major data initiatives at SNCF Connect & Tech.

What does 'data' mean at SNCF Connect & Tech?

Data is all the information we collect, store and leverage to understand our customers, manage our activities and improve the experience on our website and app. It's a strategic asset, used in every department of the company, whether to gain a better understanding of purchasing behaviour or to fine-tune business decisions. Our ambition is to inform all business lines using a neutral, cross-functional approach.

Today, we have reached a certain level of maturity: data literacy programmes, recruitment of 'data native' profiles, development of products that can be activated by the business lines... This dynamic enables us to make progress every year, in an ecosystem where data is becoming more of a reflex than a skill.

What types of data do you analyse on a daily basis?

Our analyses cover a wide range of internal and external issues. They are based on several key areas in compliance with the GDPR:
 

• Navigational, with visits, clicks, user journeys and conversion rates.
• Transactional, such as purchase histories.
• Customer, including age or preferences (with their consent).
• Geolocation, to refine routes during travel.
• HR and financial, for internal projects.
   

We have a dedicated data governance team that oversees data use, trains teams and ensures data is used correctly.

Why is data a key enabler for mobility?

Because it helps us to adapt our services to actual usage. Analysing how and when people travel, and what their travel preferences are, is essential to offering the right journeys, providing real-time information and raising awareness of carbon footprints.

Data is a powerful tool for anticipating needs and personalising products. It is also a lever for designing more sustainable, inclusive and fluid mobility, which provides a tangible response to travellers' needs.

How does data improve the customer experience on SNCF Connect?

Our aim is to turn data into a useful service. A good example is the 'recommended journey' feature. Thanks to our algorithms, we are able to suggest the most relevant journey (shown highlighted in a blue box), based on search and purchase habits - easier and faster.

Another example is the 'retrainspective', which offers a personalised summary of a passenger's train journeys over the year. These innovations are made possible by the synergy between our data scientists, brand and sales teams, analysts and product teams, working hand in hand.

What challenges do you face in leveraging data more effectively?

The main challenge is the constant evolution of our tools and business lines. Artificial intelligence, particularly generative intelligence, is set to revolutionise our practices. Our role is becoming more focused on methodological support, selecting the right tools, and innovation... All in an environment where transformations can occur from one day to the next.
 

This perpetual questioning is what makes our mission so exciting. Data is anything but static.