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Improving customer experience while ensuring data privacy for intelligent mobility

改善客户体验，同时确保智能移动的数据隐私

基本信息

批准号：
EP/N028295/1
负责人：
Helen Eleri Treharne
金额：
$ 46.42万
依托单位：
University of Surrey
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2016
资助国家：
英国
起止时间：
2016 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=EP%2FN028295%2F1
关键词：
Improving customer experience while ensuring

项目摘要

The proposed research applies computer science solutions to an end-user-focussed challenge. The challenge is how to achieve an enhanced customer experience during a journey, through detailed knowledge of an individual traveller, whilst protecting the privacy of their data. As well as developing technical solutions to data privacy, this project aims to encourage passengers to provide this data by developing an evaluation framework to enhance their understanding of how it is used and how they can control it, thus maximising trust in the service. Currently, such a framework does not exist and this is an impediment to the opportunities offered by increased sharing of personal data, i.e. transport customers are, in the majority, unwilling to share personal data due to privacy concerns. The research findings will be applicable to a range of journey modes but the focus here will be on rail travel.The project has been developed closely with the rail industry through partnership with the Association of Train Operating Companies (ATOC) and the Rail Safety and Standards Board (RSSB). In recent years, the availability of data in the rail industry has increased significantly in terms of timetabling, disruption and real-time provision to passengers. Currently there is little in the way of individual customer information but this is increasingly possible through smartphones and other mobile devices and will become more prevalent with the introduction of smartcards and contactless technologies. The industry's Rail Technical Strategy aims to establish rail as customers' preferred form of transport for reliability, ease of use and perceived value. Increased understanding of passengers through information such as their location, their plans, their mobility or luggage limitations, or where they are on the train would enable a more personalised service and an improved experience. The challenge is to assure customers that their data is being protected and used appropriately and that they are fully in control.The consortium assembled for this project brings together the three academic disciplines required to solve this challenge: computer science, to develop the framework and technical solutions (University of Surrey and Royal Holloway, University of London); human factors, to develop the use cases, evaluate passenger perceptions and ensure usable solutions (Loughborough University) and transport systems to bring understanding of the data streams to be integrated (University of Southampton). To ensure the solutions are co-created with the industry and have a direct pathway to impact, ATOC and RSSB have a key role as stakeholders and on the project's External Advisory board, alongside other sector experts such as EnableID (Internet of Things and personal data), the Transport Systems Catapult (the UK government's innovation centre for intelligent mobility knowledge exchange) and ThalesUK (rail technology).The objective is to develop a privacy evaluation framework underpinned by statistical analysis, data provenance and mobile technology. This framework will be integrated with emerging data systems being developed by the rail industry and also into a wider (sector-independent) framework being proposed by the Digital Catapult (the UK government's innovation centre for digital technologies). This will enable better communication to passengers as to why their data is needed and how it will be handled in order to increase trust and feelings of control, thus providing a virtuous circle of data provision, leading to enhanced customer experience and hence further data provision.

这项拟议的研究将计算机科学解决方案应用于以最终用户为中心的挑战。挑战在于如何通过对个人旅行者的详细了解，在旅途中实现增强的客户体验，同时保护他们的数据隐私。除了开发数据隐私的技术解决方案外，该项目还旨在通过开发一个评估框架来加强他们对数据使用方式和控制方式的了解，从而最大限度地提高对服务的信任，从而鼓励乘客提供这些数据。目前还不存在这样的框架，这阻碍了个人数据共享的增加所提供的机会，即大多数运输客户出于隐私考虑而不愿共享个人数据。研究结果将适用于一系列的出行方式，但这里的重点将是铁路出行。这项计划是通过与火车运营公司协会(ATOC)和铁路安全与标准委员会(RSSB)的合作，与铁路行业密切合作开发的。近年来，铁路行业的数据可用性在时刻表、中断和向乘客实时提供方面都有了显著提高。目前，个人客户信息很少，但通过智能手机和其他移动设备实现这一点的可能性越来越大，随着智能卡和非接触式技术的引入，这一点将变得更加普遍。该行业的铁路技术战略旨在将铁路确立为客户在可靠性、易用性和感知价值方面的首选交通工具。通过了解乘客的位置、计划、行动或行李限制，或他们在火车上的位置等信息，增加对乘客的了解，将使服务更个性化，体验更好。挑战是向客户保证，他们的数据受到保护和适当使用，并完全在控制之中。为该项目组建的联盟汇集了解决这一挑战所需的三个学术学科：计算机科学，以开发框架和技术解决方案(萨里大学和伦敦大学皇家霍洛威大学)；人为因素，以开发用例，评估乘客感知，并确保可用的解决方案(拉夫堡大学)和运输系统，以带来对要整合的数据流的了解(南安普顿大学)。为了确保解决方案是与行业共同创建的，并具有直接影响的途径，ATOC和RSSB作为利益相关者和项目外部咨询委员会的关键角色，以及其他行业专家，如EnableID(物联网和个人数据)、交通系统Catapult(英国政府的智能移动知识交流创新中心)和ThalesUK(铁路技术)。目标是开发一个以统计分析、数据来源和移动技术为基础的隐私评估框架。这一框架将与铁路行业正在开发的新兴数据系统整合在一起，还将整合到由Digital Catapult(英国政府的数字技术创新中心)提出的更广泛的(独立于行业的)框架中。这将使乘客能够更好地与乘客沟通，了解为什么需要他们的数据，以及如何处理这些数据，以增加信任和控制感，从而实现数据提供的良性循环，从而改善客户体验，从而进一步提供数据。