My perception, albeit as a now occasional passenger, is that the railways don't pay sufficient attention to the fine detail of customer service and the perception of customer service is rather narrow or siloed, it focusses on some areas but not others, so it does somethings very well and somethings appallingly.
I've thought that for a little while that the railway struggles with this to a great degree. I suspect quite a lot of it is driven by, as with so much these days in the wider world, not being an easy to quantify metric. It's easy to measure and report on PPM for service group x over y period. Harder to quantify whether or not your providing good customer service. How do you accurately measure how comfortable someone was at the station? We have the National Passenger Survey but having filled several of them in myself now I wouldn't personally rate them for being the most accurate/useful metric plus it only tells yous what the people who are actually travelling thinking. Not what people who may only do one or two journeys a year or maybe did one journey a few years ago think.
But it's clear, in my view, that customer service isn't a priority.
Take your average conductor or train manager. The primary focus of all their training and supervision is their safety critical duties. And, rightly, this is important. They will very rarely need to use most of it (other than dispatch related items) but when they do need to do it we need to be 100% certain that they know what they're doing and can do it correctly and quickly. But (and I'm sure you all saw that coming!) what will they spend the majority of their time doing? Customer service. Checking and selling tickets, assisting passengers with reduced mobility, giving information and guidance during disruption, etc etc. Yet that sort of thing usually makes up only a fraction of their training and probably even less of their ongoing development. Why? Because it isn't a priority.
Or take customer services itself. Often outsourced (which is never a good sign!), usually paid peanuts (I seem to recall when VTEC did, to their credit, bring it back in house even team leaders were only paid around £20,000) and often woefully understaffed meaning it takes weeks to get a response. Then linked to the low pay (your pay peanuts you get...) and terrible training the response you get is often nonsensical and usually flat wrong. Plus it seems that their must be incentives not to deliver good customer service but to try and scrimp and save every last penny that they manage. The number of times that you'll get into a throw down argument about amounts of money which around under £10 total is remarkable. It would be far quicker and easier to just send whatever the sum is and be done with it. You just record it on your customer relations software to allow you to make sure someone isn't taking the proverbial and then you can push back on the repeat offenders and just send random passenger number x their £8 taxi fare that they got when their train was cancelled or the £4 delay repay that they say their entitled to. Instead of getting into a bareknuckle boxing fight which just leaves the passenger disgruntled that the railway "stiffed them" over less than a £10. Why? Presumably because it isn't a priority.
I think a lot of this falls on the DfT not just the TOCs (though they're have their own blame to shoulder). If you've got your contracting organisation giving you the metrics they want you to report on and the targets for those metrics to meet what do you do? Focus on the cuddly nice to have things or focus on whatever it is that hits those metrics? I think there's also a strong element of "well those poor sods will use these services come what may and passengers numbers have been rising for decades so what does it matter if we hack a few of them off by charging them again or quibbling over a fiver?" at play as well.
This isn't to say that there isn't good customer service on the railway because there is, often, excellent examples of staff providing tremendous customer service. The conductor who announces all the information they have about a delay and also walks down the train to speak to anyone concerned about their options for instance that I've seen first hand. Brilliant customer service.
That's quite apart from all the other fluffy things like comfy seats on the train and sufficient luggage space (DfT don't care about the seat but how much it costs and how many seats they can fit in the given length which drives the TOCs behaviour, assuming they're even involved in the specification!). Having trains which stop under the canopy rather than at the far end of the platform. Or even better having canopies which don't join up when a new bit of station is built! Etc etc.
Can you qualify this? It's something I hear time and time again yet actual tangible feedback about why it's poor is often lacking. Having spent almost my entire railway career working in passenger information and having invested heavily in this space in the TOC where I work, I'm really keen to learn about the specifics. It's all too easy to throw the "information is poor" comment around but we need the detail to improve.
The scene is Redcar Central managed by Northern. Two platforms, platform one for trains to Middlesbrough/Darlington and platform two for trains to Saltburn. Platform two can be used for trains to be sent back towards Middlesbrough in the event of disruption. Transpennine Express provide an hourly service which terminates and then heads back to Manchester Airport. There is a ticket office but it's only open in the morning and early afternoon. There are passenger information screens on both platforms along with a PA. The platforms are off-set so that passengers waiting on platform one are at least 60 - 80m away from where a train on platform 2 pulls to a stand.
Our train to Saltburn rolls into platform two and the train then sits there for ten minutes or so before the conductor comes on the PA and informs us that their a points failure at Saltburn so the train is being terminated here so please leave the train (most will have announced we're waiting at a red signal before this, it won't have been ten minutes of silence!). We all duly trudge off the train. The conductor apologies but has no information on how long the delay will be nor what alternative arrangements will be made (such as buses or taxis). The screens have no information about the delays or cancellations and simply shows the next train at platform two (which is not our train as that has vanished off the board) as being "On Time". It's the late in the afternoon so the ticket office is shut. The train then leaves empty back towards Middlesbrough forming the back working of the train which is now trapped at Saltburn. However it's empty because all the passengers for it are on platform one where the screens all still say that the train will be departing from platform one even though it's now actually departing from platform two. By now all the passengers have given up and made their own arrangements before finally a bus arrives sometime later to collect them but they never knew there was a bus so it leaves empty for all stations to Saltburn.
This is a scenario I've seen play out several times in recent years. The most egregious element of this, always to me anyway, seems to be the failure to have the platform change announced and I've mentioned this on several occasions. Including to a tame Controller at Northern Control that I know who themselves has flagged it up. As yet nothing has changed and trains still regularly leave passengers behind because they didn't spot that their train was on a a different platform (unless an enterprising conductors goes to collect them) as the train pulls up far enough away that even if the display says "Darlington" they won't be able to read it and, remember, all the time the PA and screens are confidently telling them that their train will be at platform one, the one they're stood on.
But the whole thing is a shambles of communication from start to finish in my view.