Lost points, Lost Trust: The ticketing oversight that could cost Eurostar big in customer confidence
As a frequent traveller between Paris and London, I rely heavily on Eurostar for my journeys. With around 20 trips a year, I’m more than a casual customer; I’m a loyal patron who spends a significant amount of money with the company. Naturally, I’ve taken advantage of the Eurostar Club loyalty program, which rewards customers with points that can be redeemed for free journeys, upgrades, and other perks. For someone like me, these points aren’t just an afterthought; they’re a valuable benefit that enhances the overall experience. When the system works, it’s fantastic. But when it doesn’t, it becomes a glaring pain point that risks eroding customer trust and loyalty.
In my role as a customer experience consultant and owner of DAP Consultancy, I’ve become adept at identifying systemic issues that let customers down. Recently, I encountered a flaw in Eurostar’s process that does just that. It’s an issue that not only frustrates customers but also cheats them out of the loyalty points they’ve rightfully earned. Let me explain.
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The Problem: A Broken Process for Reissued Tickets
From time to time, Eurostar needs to reassign seats for a variety of reasons. These include overbooking, changes to the train type or size, cancellations, and other operational adjustments. When this happens, a new ticket is issued with an updated seat assignment. Here’s where the problem lies: the new ticket isn’t always properly linked to the customer’s original booking in the system.
In my case, I scanned my original ticket at the barriers, which opened and printed me a new ticket with a new seat number. However, because the barriers registered my original ticket, my new ticket—the one I actually used for the journey—was never “checked in.” As a result, the system didn’t register that I had completed the journey, and I didn’t receive the loyalty points I’d earned. The only reason I noticed was because I keep a close eye on my points balance. Eurostar didn’t notify me of the discrepancy, and had I not raised the issue myself; those points would have been lost.
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The Implications for Customers
This flawed process has significant implications for customers:
- Loss of Earned Points: Many customers may not realize they’re missing points. They trust that the system is working as intended and assume their points will be automatically credited. For those who don’t regularly check their points balance, this issue could go unnoticed for years.
- Erosion of Trust: Loyalty programs are built on the principle of reciprocity. Customers invest in a brand, and the brand rewards that loyalty. When the system fails, it undermines the trust customers place in the program and, by extension, the company.
- Frustration and Additional Effort: For those who do notice missing points, the only recourse is to contact customer service, which can be time-consuming and frustrating. This adds unnecessary friction to the customer experience.
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The Implications for Eurostar
This issue isn’t just a customer inconvenience; it’s a business problem with tangible costs
- Increased Customer Service Costs: Handling complaints about missing points requires time and resources. Each call or email to the customer service team represents a cost that could be avoided with a better process.
- Operational Delays: If customers start checking in both their original and reissued tickets at the barriers to ensure points are credited, it could lead to longer queues and delays at stations.
- Damage to Brand Loyalty: Loyalty programs are designed to foster customer retention. If customers feel cheated out of their rewards, they may choose alternative travel options in the future.
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A Solution: Linking Tickets Seamlessly
To resolve this issue, Eurostar needs to implement a system that automatically links the new ticket to the original booking. Here’s how this could work:
- Automatic Integration: When a new ticket is issued, it should be automatically tied to the original ticket in the system. This ensures that the journey is correctly logged, and points are credited, regardless of which ticket is scanned at the barriers.
- Real-Time Updates: The system should update in real-time to reflect any changes to the booking. This way, the customer’s account accurately reflects their travel history and earned points.
- Proactive Communication: If a new ticket is issued, Eurostar should notify the customer and confirm that their points will be credited. This would reassure customers and demonstrate transparency.
- Periodic Audits: Eurostar should periodically audit its loyalty program to identify and rectify any discrepancies in points allocation. This would help build customer trust and ensure the integrity of the program.
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A Call to Action
Eurostar’s loyalty program 'Club Eurostar' is a fantastic initiative that adds value to the customer experience—when it works. But as this issue demonstrates, even small flaws in the process can have a big impact on customer satisfaction and trust. For a company that prides itself on providing a premium travel experience, this is a gap that needs to be addressed urgently.
As someone who travels frequently and values the perks of the Eurostar Club, I urge the company to take action. Fixing this issue isn’t just about keeping customers happy; it’s about upholding the integrity of the loyalty program and the brand as a whole. After all, loyalty is a two-way street. If Eurostar expects customers to remain loyal, it must do the same by ensuring they receive the rewards they’ve earned.
To my fellow travellers, I encourage you to check your points balance regularly and report any discrepancies. And to Eurostar, I offer this piece of advice as both a loyal customer and a customer experience consultant: address this pain point now, before it becomes a larger issue. Your customers deserve better, and your brand depends on it.
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Read our other Eurostar case study
Eurostar company policy refuses compensation for inappropriate staff behaviour
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