Defining SNCB/NMBS' digital strategy and organization

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Challenge

In 2016, the Belgian national rail company “SNCB/NMBS” appointed Belly & Brain to unlock its digital and innovation challenges

  • Grow its digital touch points usage in terms of ticket sales and customers’ servicing & information

  • Define the supporting digital organisation to build and run the digital activities

  • Review its digital and innovation roadmap, based on the strategy. Rethinking how the SNCB/NLBS services its travellers, delivers and sustains the change.

Solution & services provided

  • Audit digital & innovation plans, KPIs, teams, supporting agencies

  • Diagnostic quick-wins and medium term tracks to enable digital activities

  • Design the digital strategy

    • role of the digital touch points of NMBS among the multiple channels,

    • digital touch points priorities and experience guidelines

    • Phased roadmap to deliver the strategy

    • KPI & business plan evolution

Mission duration

  • Digital audit: 1 month

  • Digital strategy design: 2,5 months

What they say about us

“In 2016/2017, Belly & Brain assisted SNCB Marketing & Sales in a digital journey, including a digital audit, the establishment of a digital sales strategy and recommendations on the creation and composition of a team "Digital Marketing & Sales". During the collaboration, Belly & Brain has repeatedly demonstrated its expertise i - especially its very good knowledge of the digital world and its "rules of the game". Thanks to a structured approach and a proven methodology, the consultancy mission has fully achieved its objectives. One of the great strengths of Belly & Brain in the project was its ability to quickly understand the complexity of the environment, to bring an objective look and define the role that the digital could play, to finally deduce the main lines of new experiences digital products with high added value for SNCB customers. The team was also able to synthesise the strategy into strong, clear, concise and easily communicated messages within the company and stakeholders.”

Arnaud Wattiez, Systems and innovations Manager, SNCB/NMBS

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