User-centric automation: lessons from a mobility as a service platform

One of our Automation Caffeine podcast guests, Joëlle Stokkel, Innovation Manager at Shuttel, shared insights into the company’s Mobility as a Service (MaaS) platform, which is reshaping corporate travel across the Netherlands. With Shuttel’s integrated app and mobility card, users can seamlessly access a range of transport options—from public transit and bike-sharing to car rentals—making it easier and more sustainable for companies to manage their mobility policies.

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Here’s a look at the insights Joëlle shared on creating user-centered automation that empowers customers at every stage.

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Defining customer-centric automation

Customer-centric automation prioritizes both operational efficiency and customer experience. By designing workflows that cater to user needs, businesses can reduce redundant steps and eliminate bottlenecks, creating a smoother, more intuitive experience. At Shuttel, for example, balancing efficiency with customer needs is core to their approach. “Our goal is to create mobility solutions that make everyday travel easier and more sustainable,” Joëlle explained, emphasizing that this requires a focus on every customer interaction, from onboarding to daily use.

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Embracing non-linear processes

Joëlle’s automation strategy includes non-linear, parallel processes in onboarding, moving away from traditional step-by-step approaches. “If you onboard a customer and they need to go through steps to complete the process, it can be inefficient,” she shared. By running credit checks and compliance tasks simultaneously, Shuttel shortens onboarding time without sacrificing data quality, enabling quick approvals for customers. This non-linear approach not only reduces friction but allows customers faster access to their mobility solutions.

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Balancing automation with personalization

Automation isn’t just about speed; it also personalizes the customer experience. By offering smart suggestions based on user data, companies can enhance loyalty and satisfaction. For example, travel data can be used to suggest optimal routes or modes of transport, aligning more closely with each customer’s daily life. Minimizing repetitive data entry and intelligently reusing information further smoothens customer interaction.

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Setting KPIs to measure success

Clear KPIs are important in analyzing an automation’s impact. These metrics should include both quantitative and qualitative indicators:

• Efficiency metrics: How many customers successfully complete onboarding? How much time does each process take?

• Satisfaction scores: Net Promoter Scores (NPS), feedback volumes, and customer support queries.

• Soft indicators: AI-driven sentiment analysis can reveal customer satisfaction by analyzing the tone of feedback and complaints.

Combining these metrics provides a comprehensive view of where automation succeeds and where further refinement may be needed.

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Cultivating a culture of innovation

Joëlle emphasized the power of collaboration in driving innovation: “When you bring diverse perspectives to the table, you open the door to solutions that wouldn’t emerge in isolation.” Cross-functional collaboration and open feedback loops help teams quickly identify and address issues, fostering an agile environment for continuous improvement.

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Key takeaways

• Center automation on customer experience: Streamline workflows to reduce friction and enhance convenience.

• Leverage non-linear processes: Use parallel processing to save time in complex workflows like onboarding.

• Personalize through automation: Use data insights to offer tailored recommendations and increase engagement.

• Track both hard and soft KPIs: Monitor a mix of quantitative and qualitative metrics to ensure automation meets business and customer needs.

• Cultivate a culture of innovation: Collaboration and feedback loops promote creativity and ongoing process improvements.

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Automation, when designed with the customer in mind, can greatly improve the user journey and operational efficiency, transforming onboarding and every touchpoint beyond.