Case Study: Eurostar achieves major reduction in customer service calls and improved online user experience with Medallia

Reduction in Call Center Inquiries While Improving Online User Experience

Eurostar, the high-speed rail operator between the UK and mainland Europe, needed a better way to understand different visitor types and why customers were calling its contact center for tasks that should be completed online. The company’s goals were to decrease call center inquiries, segment users for targeted feedback, and go beyond web analytics to find why customers couldn’t complete tasks on the website. To do this Eurostar engaged Medallia, using Medallia for Digital and its Experience Optimizer to capture targeted, contextual feedback.

Medallia’s solution combined modular, targeted surveys with integrated analytics to reveal actionable insights: a Task Completion Survey showed 15% of visitors wanted to exchange tickets but only 4% clicked the exchange CTA — an 11% gap — and free-text feedback identified poor CTA visibility. Using Medallia’s findings Eurostar redesigned the Manage a Booking page, streamlined navigation and prioritized USPs, which led to a significant reduction in customer service calls and improved online task completion and conversions.

Eurostar

Ryan Fox

Digital Optimization Manager