Welcome Points trial seeks to improve customer services

Rail Delivery Group (RDG) in conjunction with participating train operators have today (5 December) started to trial Welcome Points to help improve customer service and accessibility across the rail network.

A ‘Welcome Point’ is a touch screen unit featuring technology that will give customers station and journey planning information.

Manchester Victoria and Windermere stations on the Northern route will be the first to go live. A unique feature of the Welcome Points is the ability for passengers to call assistance from staff who may be in a different part of the station.

Welcome Points were designed in partnership with train operating companies, accessibility groups and passenger bodies. They are intended to provide a focal point in stations that customers can easily recognise as a place to go for assistance and information when they arrive at a station.

Jacqueline Starr, Chair and CEO of Rail Delivery Group, said: “Feedback from passenger bodies and accessibility groups has strongly indicated that there is a need to improve the customer experience on arrival at many stations.

“Previous customer feedback has highlighted the inconsistency and difficulty of understanding and accessing station services which creates a barrier to using the railway. We have listened to feedback and agree that Welcome Points could greatly enhance the customer experience at stations.”

Three different models of Welcome Points will be available for customers to use in the coming weeks, and from January 2025, around 40 stations will be ready to participate in the trial which will run until Spring 2025. The aim of the trial is to understand what will work best at different types of station.

Customers are encouraged to visit participating stations and use the Welcome Points if they need staff assistance or information to support them with their journey from that station.

RDG will report on the findings and will make recommendations later in 2025.