Case Study: Swiss Federal Railways brings customer perspectives into decisions with Market Logic

Swiss Federal Railways brings customer perspectives into decisions with Market Logic, reaching 1,500 leaders in its Year of Customer Centricity

Swiss Federal Railways (SBB) faced a challenge in making its extensive customer research readily available for daily decision-making. Locating and interpreting trusted studies was a slow, manual process that could take days. Furthermore, employees' personal familiarity with rail travel often created blind spots, making it difficult to consider perspectives beyond their own experiences. To address this, SBB partnered with vendor Market Logic Software to implement its DeepSights platform.

The solution from Market Logic involved two key products: DeepSights Explore, which provided multilingual, AI-powered access to a curated research base, and DeepSights Personas, which were used to help teams explore diverse customer perspectives. This made existing insights available in seconds and became the first step in new research planning. While broader behavior change is ongoing, early results show that leadership teams are using the personas to challenge assumptions and spark richer conversations, successfully integrating customer understanding into their innovation and development processes.

Swiss Federal Railways (SBB CFF FFS)