Discover how a simple trip to Paris can unveil the essence of business innovation and customer-centric culture. In this post, we’ll explore how traditional companies can stay relevant by adopting a culture of innovation, focusing on customer needs, and leveraging technology wisely.
Case Study: A Tour of Innovation with RATP in Paris
This summer, I embarked on a tour of France with my son, starting right in the capital, Paris. We landed at Orly Airport, located a few kilometers from the city but excellently connected by a public transport network that includes trains, subways, and buses.
The RATP Experience: A Model of Customer-Centric Culture
Inside the airport, we encountered a representative from RATP, the French company that manages public transport in Paris. This person provided information in both French and English, a service I expected in an international setting like an airport. However, what truly impressed me came later.
Multilingual Assistance: The Human Element in Public Transport
The bus and trains funneled into a subway station in Paris, a crucial hub especially for those arriving from the airport. Here, RATP had deployed five staff members, each capable of communicating in English, French, German, and Spanish. These professionals were not confined to an office; instead, they were dispersed among the crowd, wearing easily recognizable uniforms. They approached tourists to offer assistance.
Brand Loyalty Through Ticket Checks
During our various line changes, we encountered ticket checks by RATP staff. I consider this an important aspect of brand loyalty. RATP establishes a clear framework of rules, balancing rights and responsibilities with their customers, all aimed at providing a service that meets customer needs.
Leveraging Technology: The Bonjour RATP App
These staff members helped visitors navigate through the 15 lines of the Paris subway, providing advice on which ticket or subscription would be most suitable for the duration of their stay. They also recommended downloading the Bonjour RATP app, which allows real-time itinerary calculations for any destination in the city.
A Tangible Manifestation of Business Innovation
For me, this was a tangible manifestation of innovation, a glaring example of how an organization can truly be centered on the needs of its target audience.
The Human Element in anticipating customer needs.
RATP employs multilingual assistance to guide tourists and locals alike. Their staff are trained to communicate in multiple languages, offering real-time guidance on ticket options and travel routes. This human touch is a tangible sign of a customer-centric culture.
Use Technology as an Enabler, not a Requirement!
Use Technology as an Enabler, not a Requirement!While technology can amplify your reach, the core of innovation lies in solving real-world problems. RATP uses technology where it adds value but doesn’t rely on it as the only solution. This approach aligns perfectly with a culture of innovation that is focused on the target audience.
Innovation consists of the right Balance between Rules and Service
RATP strikes a balance between customer service and regulatory control. They employ electronic ticket verification to ensure compliance while maintaining a smooth flow of passengers. This is a prime example of a culture of responsibility that benefits both the company and its customers.
The Role of Digital Tools in Modern Business
Digital tools can enhance the customer experience, but they should not overshadow your core values. For instance, RATP has its own app that helps users plan their routes. This is not innovation for the sake of being trendy; it’s about providing real value to the target audience.
Conclusion: The Takeaway for Businesses Born Before the Digital Age
Even if your business predates the digital era, you can still foster a culture of innovation. The key is to focus on customer needs and use technology as an enabler, not as the end goal.
Your Next Steps
Don’t just read, act. Implement these insights into your business strategy today. Consult me for bespoke solutions tailored to your target audience. Your customers are waiting for you to exceed their expectations.
