Top Salesforce features for public transport

The transportation sector is one of many looking to optimize and enhance services and experiences with the power of Salesforce^® technology. It has the potential to help transport companies in all kinds of ways – some of which they may not even have considered yet.

This article is the first in a series focused on transportation. In it, I will be giving you an introduction to some of the Salesforce products and functionalities that transportation businesses are finding most useful. You’ll discover the top Salesforce features for public transport, why organizations find them valuable, examples of them in action, and more. 

Features and functionality we’ll be covering here

Before we begin, I’ll provide you with a list which features of Salesforce for public transportation we will be looking at here. If you’re just looking for information on one particular feature, product or item of functionality, you can skip straight to it. Please note: these are provided in no particular order – they have been numbered purely for readability’s sake.

1. Data Cloud: personalized travel experiences

Salesforce Data Cloud enables public transportation organizations to deliver personalized travel experiences by providing a unified view of each passenger across multiple channels. This includes gathering data from interactions such as ticket purchases, mobile app use, feedback, and travel history. By having a complete understanding of the passenger, transit authorities can provide services tailored to individual needs, resulting in a more personalized and satisfying travel experience.

With Data Cloud, organizations can:

• Track commuter travel patterns: Take into account factors such as regular routes and times of travel.
• Segment passengers based on their preferences: Target communications and make them as relevant as possible to the audience
• Offer tailored loyalty programs: Tailor rewards and exclusive offers based on passenger behavior.

This level of personalization fosters a stronger connection between the service provider and the commuter, creating opportunities for loyalty and repeat ridership.

Example: A public transport agency can use Data Cloud to analyze a commuter’s regular bus routes and travel times. By integrating this data with Marketing Cloud, the agency can send personalized notifications about potential delays, suggest alternative routes, and offer rewards for loyal passengers who frequently travel on specific lines.

2. Marketing Cloud: customer engagement

Building strong engagement with passengers is crucial for increasing ridership and maintaining public trust in transportation services. Salesforce Marketing Cloud allows public transportation agencies to create personalized marketing campaigns that engage passengers across various channels, including email, SMS, and social media. This helps transit agencies connect with passengers more effectively, promoting services, offers, and updates in a targeted manner.

Marketing Cloud’s key features include:

• Audience segmentation: Target specific passenger groups based on their travel patterns, preferences, or past interactions.
• Automated campaigns: Set up triggered campaigns that send relevant messages at key points, such as after ticket purchases or during service changes.
• Cross-channel marketing: Engage passengers across multiple platforms, ensuring consistent messaging on email, social media, and mobile.
• Analytics: Track the performance of marketing campaigns and make data-driven adjustments to improve engagement and reach.

By sending timely and personalized messages, Marketing Cloud allows public transport providers to stay connected with their passengers, build loyalty, and increase ridership.

Example: A public transport agency uses Marketing Cloud to keep passengers informed about delays and route disruptions on their selected routes. Passengers sign up for alerts and choose specific routes to follow via an online preference center. When disruptions occur, near real-time alerts are sent through SMS or email, allowing passengers to adjust their travel plans with minimal inconvenience. The effectiveness of these alerts can be tracked and refined to ensure timely communication, enhancing passenger satisfaction and loyalty.

3. Service Cloud: real-time service updates

Real-time updates are crucial for keeping public transport systems running smoothly and for maintaining passenger trust. Salesforce Service Cloud empowers public transport providers to deliver these real-time updates quickly and efficiently across various channels. Whether it’s delays, route changes, or ticketing inquiries, Service Cloud enables operators to maintain open lines of communication with their passengers.

Service Cloud benefits include:

• Multi-channel communication: Send updates via email, SMS, mobile apps, or social media, ensuring passengers receive notifications wherever they are.
• AI-powered chatbots: Automatically handle passenger inquiries about schedules, routes, or delays, reducing wait times for responses.
• Customer service management: Agents can track and resolve issues, helping passengers with ticketing, lost items, or service disruptions.
• Social media integration: Monitor and respond to passenger concerns shared on platforms like Twitter and Facebook, helping resolve problems in real time.

By providing up-to-date information and quick responses to passenger inquiries, Service Cloud helps to build a seamless and reliable commuter experience.

Example: When passengers report issues such as lost items or service disruptions, Service Cloud enables cases to be created and assigned to appropriate operators automatically. With regular updates via SMS or email, passengers stay informed on progress, enhancing trust and satisfaction with quick, transparent responses across channels.

4. Sales Cloud: sales optimization

Optimizing ticket sales is vital for public transportation providers looking to boost revenue and improve operational efficiency. Salesforce Sales Cloud helps public transport agencies manage ticket sales across online, mobile, and physical platforms, providing real-time insights into sales performance and customer behavior. Sales Cloud’s CRM capabilities also allow agencies to develop more personalized ticketing offers, increasing revenue through cross-selling and upselling opportunities.

Sales Cloud benefits include:

• Real-time sales tracking: Monitor ticket sales data as it happens, allowing agencies to adjust pricing or marketing strategies accordingly.
• Personalized offers: Create targeted ticketing offers based on passenger behavior, such as discounts for frequent travelers or bundled ticket packages.
• Dynamic pricing: Introduce dynamic pricing models to adjust fares during peak and off-peak travel times, optimizing revenue.
• Sales performance analytics: Gain insights into which sales channels are most effective, enabling agencies to refine their approach and boost ticket sales.

With a clear view of sales data and customer preferences, Sales Cloud helps public transportation providers maximize their revenue potential while enhancing the passenger experience.

Example: A public transportation provider uses Sales Cloud to analyze ticket purchase patterns and introduces dynamic pricing during peak travel periods. By adjusting fares based on real-time demand, the provider can optimize ticket sales, increase revenue, and provide passengers with more affordable options during off-peak times.

5. Field Service: fleet management

Managing a fleet of vehicles effectively is critical for ensuring safety, punctuality, and operational efficiency in public transportation. Salesforce Field Service provides a centralized platform to manage fleet maintenance, assign field technicians, and monitor vehicle conditions in real time. This tool allows transit operators to proactively maintain their fleets and ensure that buses, trains, and other vehicles are always in optimal condition.

Key benefits of Field Service include:

• Optimized technician dispatching: Assign the nearest available technician to respond to breakdowns, reducing service disruptions.
• Predictive maintenance: Use historical data and predictive analytics to identify when vehicles need maintenance before issues arise, preventing costly breakdowns.
• Real-time tracking: Monitor the status of repairs and ongoing maintenance in real time, ensuring tasks are completed efficiently.
• Improved coordination: Streamline communication between field technicians and the central office, reducing delays in service.

By reducing downtime and optimizing maintenance schedules, Field Service allows transit agencies to extend the lifespan of their fleets while maintaining high levels of service reliability.

Example: If a bus breaks down during peak hours, Field Service can immediately dispatch the nearest available mechanic, and update transport operators with real-time progress reports. The predictive maintenance capabilities can also ensure that such breakdowns are minimized by automatically scheduling vehicle check-ups based on usage data.

6. CRM Analytics & Tableau: compliance tracking

Compliance is a critical aspect of public transportation operations, as agencies must adhere to various regulations concerning vehicle safety, environmental standards, and employee certifications. Salesforce CRM Analytics (formerly known as Einstein Analytics) and Tableau enable public transport organizations to centralize compliance data, monitor trends and automate reporting processes. By leveraging these analytics tools, agencies stay current with regulatory requirements, minimize risks and streamline their operations.

CRM Analytics and Tableau can assist with:

• Real-time monitoring: Track vehicle inspections, emissions testing, and staff certifications, ensuring that nothing falls behind schedule.
• Automated reporting: Generate detailed reports for regulatory bodies, streamlining the audit process.
• Predictive compliance: Analyze historical data to predict potential compliance issues, allowing proactive risk management.
• Dashboard customization: Use Tableau to create custom dashboards to monitor specific regulatory requirements, helping to meet all necessary standards.

By providing a comprehensive view of compliance-related activities, CRM Analytics and Tableau help public transport agencies avoid fines, ensure passenger safety, and maintain operational integrity.

Example: A transport agency uses CRM Analytics or Tableau to track the compliance status of its vehicle fleet. The system automatically alerts management when a bus is due for a safety inspection and provides insights through dashboards. This ensures that vehicles meet regulatory standards on time, reducing the risk of fines or safety incidents.

7. Loyalty Management: passenger rewards

Retaining loyal passengers is a key priority for public transport systems, and Salesforce Loyalty Management allows operators to create engaging reward programs to increase ridership and passenger satisfaction. With customizable loyalty programs, transit agencies can reward passengers for regular use of their services, encouraging them to continue using public transport as their preferred travel option.

Loyalty Management features include:

• Customizable reward programs: Design programs that reward frequent travelers with points, discounts, or exclusive offers.
• Passenger segmentation: Personalize rewards based on traveler behavior and preferences, ensuring offers are relevant and appealing.
• Real-time rewards tracking: Allow passengers to view and redeem their rewards directly through mobile apps or customer portals.
• Increased ridership: Use reward incentives to encourage off-peak travel or promote new services and routes.

Loyalty programs not only help retain existing passengers but also attract new ones, making public transportation a more attractive option by offering perks and discounts.

Example: A city bus network might introduce a loyalty program where passengers earn points for each ride. Those who consistently purchase monthly passes could receive free rides after reaching a certain point threshold, encouraging frequent use and fostering long-term engagement.

8. MuleSoft: data integration

Public transportation agencies often use multiple systems for various operations, such as ticketing, fleet management, and passenger information systems. MuleSoft, Salesforce’s integration platform, allows organizations to connect these disparate systems, creating a unified network that improves operational efficiency. By breaking down data silos, MuleSoft enables public transport operators to share data across platforms, resulting in smoother workflows and more informed decision-making.

Some of the benefits of MuleSoft for public transport include:

• Unified data view: Combine data from multiple systems, such as ticketing, customer feedback, and vehicle tracking, into a single platform.
• Faster decision-making: Access real-time data from various sources, helping operators make informed decisions about schedules, route changes, and passenger needs.
• External integration: Connect with third-party services such as traffic or weather data to enhance route planning and improve customer experience.
• Enhanced collaboration: Enable seamless communication between departments by integrating back-office functions like HR and finance with operations.

By integrating data from multiple systems, public transportation providers can streamline operations and improve service delivery, making it easier to coordinate schedules, manage fleets, and respond to passenger needs.

Example: A public transportation agency can use MuleSoft to connect its ticketing system with a traffic monitoring tool. This integration allows the agency to automatically adjust bus schedules based on real-time traffic data, ensuring that passengers experience fewer delays and more accurate schedules.

Ready to make the most of these Salesforce features for public transport?

I hope this has been a useful exploration of the most valuable functionality and features of Salesforce for public transportation organizations. With the information and examples provided here, you should now have a good sense of why and how you may wish to implement Salesforce technology at your own company.

If you do decide to implement any of these top features, VRP Consulting would be glad to help. We have deep experience with clients in the transportation sector, including the likes of Eurostar and the New York Metropolitan Transportation Authority (MTA). VRP is an award-winning, global Salesforce Partner that works for clients of all sizes, all over the world – and we would love to do the same for you. If you’d like to discuss how, just get in touch.

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About the Author

Anastasiya Vinogradova

Marketing Cloud Practice Director, VRP Consulting

Anastasiya has led VRP’s Marketing Cloud activities since 2017. As an experienced Marketing Cloud and Pardot architect, she has extensive expertise in data management, analytics development and automation process configuration, among other areas. Anastasiya is dedicated to constantly increasing VRP Consulting’s Marketing Cloud capabilities so we can deliver the utmost value and innovation to our clients.