Public sector organizations often manage complex ecosystems of services, channels, and technologies—yet their data rarely tells a unified story. One large metropolitan transportation authority faced this exact challenge. Operating across multiple modes of transit, the organization struggled to understand its riders as individuals, limiting its ability to personalize engagement and improve overall experience.
JourneyBlazers partnered with this organization to design and implement a modern Customer 360 strategy, powered by Salesforce Data 360, transforming fragmented data into a single, actionable source of truth.
The Challenge: Siloed Data and Fragmented Experiences
The organization offered a wide range of services including rail, bus, paratransit, on-demand pickup, bikeshare, and mobile ticketing. Each service generated valuable rider data, but that data lived in separate systems and platforms. As a result:
- Rider information was fragmented across multiple applications and data sources
- Duplicate and incomplete profiles reduced data quality and trust
- Marketing teams lacked the ability to target riders with timely, relevant messaging
- Data preparation and cleansing required manual effort and frequent IT support
Without a unified view, the organization could not fully understand rider behavior or deliver personalized, real-time engagement across channels.
The Solution: A Real-Time Rider 360
JourneyBlazers implemented Salesforce Data 360 as the foundation for a comprehensive Rider 360 solution. Data from eight distinct sources—including Snowflake and direct system integrations—was unified into a single platform.
Key components of the solution included:
- Unified Rider Profiles: Disparate data from rail, bus, bikeshare, paratransit, pickup, and ticketing systems was consolidated into a single, real-time rider profile
- Automated Data Harmonization: Standardization, deduplication, and cleansing were automated, significantly improving data accuracy and reducing manual effort
- Calculated Insights: Real-time calculated insights enabled a deeper understanding of rider behavior and engagement patterns
- Activation with Marketing Cloud: Clean, unified data was seamlessly activated in Salesforce Marketing Cloud, enabling timely, personalized communication
This approach ensured that data was not just unified—but immediately actionable.
The Impact: Measurable Results and Scalable Value
The results were both immediate and measurable:
- 20% reconciliation in rider profiles across modes of transport
- 8 disparate systems consolidated into one Data 360 platforms
- Four high-value rider segments were created for targeted engagement
- Two real-time Marketing Cloud journeys were launched to activate these segments
- Marketing and service teams gained confidence in data quality and speed
Most importantly, the organization is now positioned to enhance rider experience, increase adoption of transit services, and optimize marketing spend through intelligent, data-driven engagement.
Why JourneyBlazers
This engagement demonstrates JourneyBlazers’ deep expertise in Salesforce Data Cloud, data unification, and Data 360 strategy. By aligning technology with business outcomes, JourneyBlazers helps organizations move beyond siloed data to deliver real-time, personalized experiences at scale.
