As part of a major, on-going technology investment programme, Caledonian MacBrayne has relaunched its website www.calmac.co.uk with a bright new look.
Designed to further enhance customer experience, the website is clean and fresh with new content and destination features, including an interactive map.
The map can be tailored by the user to show destinations, ports and routes, and is designed to help island visitors visualise the full scale of the network, allowing them to make more informed choices.
Hovering the cursor over each marker on the map will show the user where it is, clicking on it will bring up useful information either about the destination itself or about the port and its facilities.
Comprehensive guides to all the areas and islands served by Caledonian MacBrayne are now available, including links to island community websites and blogs, helping visitors to get an even more authentic feel for their destination of choice.
The website will also detect and automatically scale for use on any device, from smart phones to tablets and desktops.
Booking functionality has not changed, though it is part of a larger project which will roll out over the year and, in due course, will become part of a more integrated system.
“The enhancements to the website are the result of understanding our customers and responding to their feedback,” said Cathy Craig, Caledonian MacBrayne’s Commercial Director. “Our team at CalMac has worked very hard not only to create a usable and appealing site, but to really give our customers more of what they have told us they want.
“It is a great success and has been well-received – the interactive map, in particular, was something prospective visitors had been asking for. For those who were unfamiliar with our beautiful west coast islands and highlands, many had said they found it difficult, on occasion, to understand the geography and the true scale of the network, as well as how to link with other transport modes.
“We also now have built in detection on the site so that it will automatically scale depending on which type of device is used for access.”
The website refresh is stage one of an ambitious and wide-ranging technology programme, which will, in due course, bring wi-fi to all ships and ports throughout the network, mobile ticketing and an improved customer app which will effectively serve as a personalised account for bookings, mobile boarding cards, disruptions and customised promotions. Smart ticketing trials will also begin in spring at a number of ports.
This is a long-term commitment to improving customer services with further enhancements planned for the coming months. The site address is www.calmac.co.uk and feedback comments can be emailed to firstname.lastname@example.org
Owned by the Scottish Government, CalMac operates the UK’s largest ferry network, carrying 4.65 million passengers, 1.1 million cars and more than 92,000 commercial vehicles in 2014 alone.
The move is in line with CalMac’s drive towards achieving the Scottish Government’s key transport objectives with the aim of improving social inclusion, particularly with more integrated networks around the islands, and certainly also fulfils the target to be more efficient and co-ordinated.