Customer Showcase: Swiss Federal Railways
Traveling by train is by far the most popular mode of transportation in Switzerland. Swiss Federal Railways (SBB) transports nearly one million passengers every day. SBB adopted Adobe Web Experience Management (WEM), part of our Adobe Digital Marketing Suite, to develop a customer-focused travel planning destination.
Patrick Comboeuf, director of e-business for SBB, discussed how Adobe technology enabled the company to unite dispersed systems saying, “Adobe CQ has given us a highly professional platform to cater to all the needs we previously had to fulfill with more than a dozen separate systems.” The solution improved content authoring for SBB’s website, which includes more than 13,000 pages in four languages.
The mobile channel is a key revenue builder for SBB because the railway sells half of its tickets to customers on mobile devices. Adobe CQ facilitated the publication of a rich, mobile experience and enabled SBB to leverage the same URL as the company’s desktop site. It also helped with SBB’s marketing flexibility because the software allows the railway to disseminate any service or special offer across any of its sub-sites.
According to Comboeuf, Adobe CQ is also providing a vehicle to boost advertising revenue to its site. He said, “The Adobe Web Experience Management solution will help us increase the advertising revenue we generate through the SBB website, which will in turn help support further initiatives that the platform makes possible, such as increased use of multimedia, new social media channels, and new revenue-generating advertising and affiliate programs.”
For more on Swiss Federal Railways and its use of Adobe WEM and CQ, check out the full story here.