Flytoget, the Oslo Airport Express Train, experienced strong growth both in turnover and profits in 2007. Passenger numbers were record high at 5.35 million, and a full 94.5 per cent of air passengers found Flytoget to be the fastest, simplest and most effective way of travelling to and from Oslo Airport.
A need to renew one’s brand
Flytoget is a high-speed train that brings passengers to and from Oslo Airport - Gardermoen. Launched in 1998, Flytoget has established itself as a strong brand. In order to maintain this position in the future, it was necessary to renew the entire organisation.
Along with continued development of the company’s vision and business idea, it was also natural to include design and development of Flytoget’s service concept. In order to develop an internal culture, efforts were made to implement values, develop management and introduce individual training plans.
The ultimate airport express train
Flytoget’s original vision of being the most professional part of a traveller’s air travel was changed to: “We will create the ultimate airport express train, with the following core values – which will characterise Flytoget in all its operations:
From a strategic design perspective, the challenge was to introduce changes that helped create a sense of renewal, while at the same time maintaining Flytoget’s distinctive qualities.
What do the customers feel?
A visual analysis of the entire travel experience formed the basis of the re-design of all relevant points of contact before, during and after the transportation service (internet, advertising, tickets, ticket machines, the inside and outside of the train, uniforms, luggage trolleys, receipts for ticketless travel, arrival/departure halls, reception etc.)
Even better service
The Flytoget brand as it appears today, and as it was at the time of the company’s establishment, is not the result of a chain of coincidences; rather it is the result of a thorough and comprehensive interdisciplinary effort. The revitalisation project builds on the concept of service that formed the basis of development of strategies for the brand and design at the time of the company’s foundation.
Flytoget further strengthened its position as one of the leading service companies in Norway through its first place in the Norwegian Customer Satisfaction Barometer 2008 with an overall average customer satisfaction of 94.5%.
The first company to introduce ticketless travel
The core value of innovation helps ensure continuous development throughout the value chain. The Oslo Airport Express Train was the first rail company in the world to introduce ticketless travel (in 2003). Customers use their credit card as a means of payment without having to receive a ticket. This improves efficiency for both the customer and Flytoget – at the same time as it produces a high level of customer satisfaction among frequent users of the service.
Flytoget has managed to place its main focus on users of its service rather than on the company’s internal affairs.