How has Tableau helped to unlock new insights?
We have built around 900 dashboards which are used by more than 300 people from 35 different organisations. The dashboards enable stakeholders to visualise commercial, financial, and operational data quickly and easily, which means they can make smarter decisions to achieve better results. For example, we’ve built a dashboard that tracks customer response rates to Railcard email communications, which are co-ordinated via Salesforce’s Marketing Cloud. The team uses these insights to identify opportunities to boost engagement which has resulted in improved personalisation and more relevant content across our journeys. With MuleSoft, Salesforce’s integration platform, we can connect Railcard purchases in Salesforce’s Service Cloud with campaign records in Marketing Cloud. This enables us to link revenue generation to individual emails and gain a unique insight into customer behaviours. Tableau has also been instrumental in accelerating the roll-out of digital experiences on Britain’s railways by providing train operating companies with visibility of the utilisation of smart tickets, which are now available on nine out of ten routes.