Dec 18:- Nagarro, a global leader in digital engineering, has partnered with Arriva to successfully deliver a major digital retail transformation for CrossCountry Trains, one of the UK’s leading long-distance train operators. Over an eight-month engagement, the teams implemented Arriva’s Customer Engine retail platform, introduced more than 30 new digital features, and launched a new marketing website to significantly enhance customer engagement and user experience.
ACE, Arriva’s digital retail platform, powers ticketing and customer services across multiple UK transport operators. Designed for flexibility, scalability, and continuous innovation, the platform enables operators such as CrossCountry to deliver seamless ticketing, real-time travel information, and personalised digital journeys across web and mobile channels.
The programme involved over 3,000 person-days of delivery, with a cross-functional team of 50+ experts collaborating to modernise CrossCountry’s digital ecosystem. The solution integrates SilverRail’s WebTIS, real-time information systems, smartcard management, and National Rail Enquiries hand-off, supported by a refreshed, inclusive design that ensures a consistent experience across all digital touchpoints.
In parallel, Nagarro designed and launched a new marketing website to strengthen CrossCountry’s digital presence and create a more seamless commerce and retail experience. Integrated with multiple third-party systems, the platform supports dynamic content management, campaign automation, and personalised customer engagement.
The transition to ACE was executed with minimal downtime through close collaboration between Nagarro, Arriva, and CrossCountry. The teams jointly managed comprehensive security checks, PCI audit compliance, Cloudflare integration, AWS capacity optimisation, and the secure migration of customer and historical data ahead of launch.
Commenting on the transformation, David Mullins, Head of Brand Communications and Digital Strategy at CrossCountry Trains, said;
“This strategic investment in our digital platforms is designed to deliver long-awaited enhancements and a significantly improved user experience for our customers.”
Rakhi Vaswani, Head of Product at Arriva, added;
“Delivering a new digital platform came with its challenges, but I am proud of the team’s dedication and passion in ensuring CrossCountry passengers now have a website and app that make booking and travelling easier than ever.”
Kapil Sharma, Client Partner Travel & Logistics, Nagarro, said;
“We are proud to partner with Arriva and CrossCountry on this digital transformation journey. Together, we have delivered a secure, scalable, and future-ready platform that strengthens CrossCountry’s digital ecosystem and elevates the overall passenger experience.”
The successful rollout marks a key milestone in CrossCountry’s digital evolution, providing a robust platform that enhances passenger experience, improves operational efficiency, and supports ongoing innovation across the UK rail sector.
Note to Editors;
Arriva’s Customer Engine was selected from 22 competitors through the UK Government’s Utilities Contract Regulation framework to deliver CrossCountry’s new website and mobile application.