Rail Delivery Group (RDG) in conjunction with participating train operators are leading a Welcome Points trial to help improve customer service and accessibility across the rail network.
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.”
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.
Why are we delivering the Welcome Points trial?
When visiting station, passengers are often faced with several differing facilities offering both information and assistance - this disjointed approach means that passengers don’t always get the support they need. Feedback from over 700,000 rail passengers, Passenger Bodies and accessibility groups strongly support improvements to customer experience on arrival at railway stations. Customer feedback has highlighted the inconsistency and difficulty of accessing station services which creates a barrier for people who then chose not to use the nations railways.
RDG’s “Welcome Point” solution integrates features from existing solutions. It bridges the gaps with additional features, aimed at improving accessibility to provide a recognisable, consistent focal point for passengers on arrival at stations.
Why are the designs different to previous customer touch points?
A Welcome Point is a clear focal point for passengers arriving at stations, featuring assistive technology that gives passengers a wide range of station and journey information and options to seek station assistance.
Welcome Points were designed in partnership with accessibility groups, Passenger Bodies, and train operators. The designs have incorporated specific accessibility requirements that aim to meet the needs of wheelchair users, include the latest British Sign Language (BSL) translation technology to better support Deaf passengers, and provide new ways for visually impaired passengers to locate the Welcome Points and call for assistance.
Following extensive at station research, the easily recognisable yellow on black Welcome Point design, provides a focal point in stations so that customers can find a place to go for assistance and information when they arrive at a station, including those who have a range of disabilities and dual sensory loss.
As part of the trial, Welcome Points have been installed at circa 35 stations of various sizes and types, both staffed and unstaffed, and at several train operators across the country.
A unique feature of the Welcome Point is the ability for passengers to call assistance from staff who may be in a different part of the station, or at a remote location.
Why are you trialling different designs?
Three different models of Welcome Point are part of the trial, which will run until Spring 2025. We aim to understand what models work best at different types of station and make recommendations on how Welcome Points can be rolled out nationally to benefit passengers. The trial will identify the features, branding and location that work most effectively for disabled passengers, all of which will be incorporated into a single model that will be proposed for a national roll out.
Do passenger bodies and accessibility groups support the trial?
Accessibility groups support the roll-out of Welcome Points. Disability Rights UK said they ‘‘Support Welcome Points and the joined-up approach to improving customer services across the rail network and RDG have listened to our recommendations. We hope the trial will encourage passengers to use the Welcome Points and that in the longer-term Welcome Points will be rolled out nationally to help improve access to rail services and better information sharing’’.
A Welcome Point trial was recommended by Passenger Bodies. Along with a range of accessibility groups they have been involved in the design of the units and support this trail. We look forward to feedback from both accessibility groups and Passenger Bodies throughout the trial period.
