Analysis of a Train-operating Company’s Customer Service System during Disruptions:Conceptual Requirements for Gamifying Frontline Staff Development

Abstract

This paper provides an account of an action research study into the systemic success factors which help frontline staff react to and recover from a rail service disruption. This study focuses on the effective use of information during a disruption to improve customer service, as this is a priority area for train-operating companies (TOCs) in Great Britain. A novel type of systems thinking, known as Process-Oriented Holonic Modelling (PrOH), has been used to investigate and model the ‘Passenger Information During Disruption’ (PIDD) system. This paper presents conceptual requirements for a gamified learning environment; it describes ‘what’; ‘how’ and ‘when’ these systemic success factors could be gamified using a popular disruption management reference framework known as the Mitigate, Prepare, React and Recover (MPRR) framework. This paper will interest managers of and researchers into customer service system disruptions, as well as those wishing to develop new gamified learning environments to improve customer service systems.