"Data sobriety for real impact" 
Angélique Bidault-Verliac

At SNCF Connect & Tech, data is part of an ambitious corporate social responsibility (CSR) strategy, where every piece of data collected, processed and analysed is used to improve services, limit environmental impact and raise customer awareness of more sustainable travel. This initiative is based on an energy-efficient, progressive and pragmatic approach, plus a desire to make a real impact on actual usage, as Angélique Bidault-Verliac, Chief Data & Performance Officer at SNCF Connect & Tech, explains in detail.

The key to well-used data lies in its quality and relevance. An approach that Angélique Bidault-Verliac readily compares to that of... a pastry chef! "To make a good dessert, you need good ingredients," she explains. "For us it's the same! The prerequisites are good quality, useful data that complies with the GDPR." Since uncontrolled data quickly becomes counterproductive, SNCF Connect & Tech has set up a quality framework:
 

• Carefully selected KPIs to monitor the 'status' of the most-used data via a dedicated dashboard.
• Reasoned, GDPR-compliant collection of only truly useful data to avoid the costs and risks associated with over-collection.
• Absolute security and control to avoid data from uncontrolled sources and preserve the confidentiality and security of personal data, especially sensitive data.

"At SNCF Connect & Tech, we don't wait months before seeing the first benefits," explains Angélique Bidault-Verliac. "That' s why we've adopted the 'small steps' method to move forward gradually, but surely."

The method is simple, and involves: 
 

• Testing each new piece of data on a simple, practical-use case: setting up a quick dashboard, even with partial data, to check the whole chain of collection, quality and analysis.
• Iterative tracking with regular deliveries and progressive enrichment of KPIs for a restricted group of users.
• To ensure active use of the data, we also organise fun, collaborative 'treasure hunts' to encourage the discovery of new dashboards. The best users by department are rewarded with official recognition and prizes.
• Lastly, a regular satisfaction survey (real-time CSat) is sent to measure the real usefulness of the tools on an ongoing basis. After testing three use cases, this approach is extended to all teams.

To enhance the value of this data-related work for users, in 2024 SNCF Connect & Tech launched 'My Retrainspective', a fun tool that humorously traces the impact of SNCF Connect customers' train journeys. Available via the customer account on the website and app, it provides an annual personalised balance sheet detailing information such as kilometres travelled, CO2 emissions avoided and preferred destination; "Each new edition integrates more data and improves the quality of analyses. The aim is to encourage more environmentally-friendly travel by promoting pride in rail travel," explains Angélique Bidault-Verliac.

Through a progressive approach, data is put to use for the benefit of customers and employees alike, thus creating a positive impact. As the Chief Data & Performance Officer emphasises, "Our ambition is to move forward methodically, so that every piece of data is meaningful and useful, with clear responsibility at every stage."