Integrated communication channels to facilitate the journey & experience of FIFA World Cup fans: Testa
Necessary information provided to the public in a convenient manner
Gianluca Testa, Sales and Customer Service director at Qatar Rail, said preparations for the FIFA World Cup (FWC) ensure that customers receive all the information they need through various communication channels available at all stations during their journey, using visual and simplified messages that are easy to understand and comprehend to help customers for whom English and Arabic may not be the native language.
Testa elaborated: “For example, a special campaign on the Doha Metro and Lusail Tram social media accounts was launched and includes various messages such as service updates, operating hours, and changes to the entry and exit management processes at stations in order to support the operational management plans of the network.”
He explained that the campaign provides customers with all information of interest including journey-related tips and suggestions, how to use the Hayya Card at metro and tram stations, how to avail of special prices during the tournament for non-cardholders, as well as information on luggage policy and restrictions, and a comprehensive range of relevant information.
Testa pointed out that in Qatar Rail’s pursuit to facilitate access to relevant information for passengers, a simplified communication channel has been provided through the use of a scannable QR code available at stations and digital screens so that customers can receive all the information that facilitates their access to different destinations during the tournament such as stadium guides, the metro network map, main destinations near the stations, and more.
He said: “This will provide access to all information related to retail units and shops available at the stations as it is important for customers to know the types of services available at each station, as well as the main destinations connected to the station and the expected walking distances between stations when a station is busier than usual. This is designed to facilitate transportation for fans and visitors so that they can enjoy their experience of Doha during the months of November and December.” Testa pointed out that in addition to the aforementioned communication channels, customers can refer to the Qatar Rail official website, the Qatar Rail app, or the Hayya application launched by the Supreme Committee for Delivery & Legacy, which serves as the main information channel for customers, as well as the digital screens available on board the metro and tram trains and at the stations that display the same information, which is broadcasted on various other communication channels.
He noted that information can also be obtained by contacting the customer service centre on 105, which works roundthe-clock, or through customer service representatives present at the stations who cater to passengers’ information requests.