Railways are one of the most widely used public transport solutions in Europe today and have a very important place in urban transport as well as intercity, and even continent-wide, international freight and passenger transport.
German operator Deutsche Bahn (DB), which regularly organizes railway services both within the country and between other countries on the continent, using the advantage of its position on the continent, is one of the biggest players in the transportation industry on a global scale. Rising with the discipline of German culture and the power of the efficiency that comes with this discipline, DB's corporate communication strategy stands out as a critical component of the brand's success.
Deutsche Bahn (DB) in short
DB's current form dates back to the reunification of Germany in 1994. Founded by the merger of the Deutsche Bundesbahn in West Germany and the Deutsche Reichsbahn in East Germany, today's DB inherited a vast railway infrastructure and expertise, and has continuously built on this to become one of the world's most important railway transport companies. Using this extensive network, DB transports millions of people every day and transports tons of cargo from one place to another on national and international routes.
Clarity, precision and customer-focused approach
If I were to describe DB’s ongoing communication strategy in a few words, they would be clarity, precision and customer-focused.
Screens and mobile applications that instantly convey train times, announcements, potential disruptions and changes, the DB Navigator application offered to improve the booking experience and travel planning, and a comprehensive and strong customer relationship management strengthened with different language options considering Germany’s multilingual demographic structure are among the top methods DB adopts to communicate.
You can think of DB’s communication strategy as addressing two main audiences. First, professionals working in transportation and those who want to advance their careers in the transportation field. In order to reach this target audience, DB actively participates in industry events and transportation-related conferences. In these media, while providing information to the target audience about the company’s ongoing operations, it also provides detailed information about technological developments and career opportunities that shape the future of the sector. This means a collaborative and transparent communication strategy.
For another group, customers who use the company's products as a service, DB focuses on making the travel experience seamless. To this end, passengers are kept up to date on routes, disruptions, cancellations, platform changes and even ticket options with a mobile application that everyone can easily use. The concepts of reliability and sustainability are an indispensable component of communication and are constantly emphasized.
The role of disciplined approach in German culture
Discipline plays an important role in every aspect of life in German culture and Germans are mostly meticulous about order and planning. In their daily lives, at school and at work; it is possible to see this discipline everywhere in their lives, and the concept of discipline is encouraged in German culture from childhood. Children are guided to be orderly and to behave in an organized manner from an early age.
Being disciplined and consistency are the two most striking factors in the success of German industry and economy. Therefore, it is also closely related to time management and taking responsibility. The concept of time is very important in German culture and people try to use their time efficiently and complete their tasks on time. I think it would not be wrong to say that these are the main reasons why German society is generally described as reliable.
Deutsche Bahn also adopts this global perception of German culture and uses the disciplined, consistent and efficient structure known by German culture in its communication strategies. The most important indicator of this is that DB's messages are clear and concise.
I have mentioned many times that corporate identities reflect brand values and companies' visions. Today, DB's logo has become the symbol of German railways and contributes greatly to the company's recognition even internationally.
For those who sell services, it is critical to have a well-defined communication strategy. Although DB offers a similar type of service to its rival in France, SNCF, and its rival in Japan, JR East, it is necessary to state that the most important features that distinguish it from its competitors are its meticulousness in communication and its disciplined approach to the service provided.
Seamless and integrated communication through many different communication channels and the ability to provide passengers with accurate and clear information are the most important advantages that allow DB to be successful in Europe with a focus on reliability and satisfaction.
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It is important to have a strong communication strategy, regardless of the sector, and strong communication is directly related to building trust, improving customer experience, strengthening brand loyalty and commitment, and thus reducing the occurrence of problems caused by communication.
It would be insufficient to attribute Deutsche Bahn's success on the continent only to its extensive railway network or technological infrastructure. This also includes incorporating discipline, consistency and a transparent communication strategy, and managing to integrate the characteristic features of German culture into the brand identity.
Images are created by Imagen 3.
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