Eurail. Com

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Chapter 5: Discussion and conclusions
Obtaining a more segmented approach on social media would be a big shift for Eurail.com, not just within the social media and marketing department, but for the company as a whole. It would help the company get to the next level when it comes to communication via social media platforms, and more particularly Facebook. The shift can contribute towards improvement of other factors that involve customers and help towards higher customer satisfaction.
Based on the findings mentioned primarily in the “Literature review” and “Findings” sections of this report, it can be concluded that there are 2 main ways that the company can shift towards a more targeted and segmented approach. One of them is implementing the Facebook Globalized Pages, or otherwise said, combining localized versions of the content for customers from all over the world. The other one would be implementing small changes to the
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Customer service
Taking into account the findings obtained from the interviews with the customer service agents, implementing a more targeted and segmented approach is likely to help customer service. If the particular market is provided with information on the topic they have the most questions on, the need to contact customer service could decrease. This will prevent the piling up of a backlog around promotion times and a better reputation of the company.
Marketing & eCommerce
Implementing one of both options would increase the amount of work for people working in the Marketing & eCommerce teams. That is , because a need for more and diverse content will be created. However, it would help with the shift towards one-on-one marketing in general, which is the core of the latest marketing strategy developed. Furthermore, analyzing the website traffic that’s coming from social media will be highly interesting, once the changes have taken

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