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Caledonian MacBrayne transforms web presence with GOSS Interactive

Award-winning ferry operator, Caledonian MacBrayne (CalMac), is sailing closer to delivering the ultimate online customer experience after appointing GOSS Interactive to deliver its new website.


The Scottish ferry company, which operates the majority of the passenger and freight routes on the Clyde and throughout the Hebridean islands, is taking its lifeline and tourism service to a new level with a new website, aimed at delivering better experience to all customers.

Owned by the Scottish Government, CalMac operates the UK's largest ferry network, carrying 4.65 million passengers, 1.1 million cars and almost 93,000 commercial vehicles in 2014 alone.

The new 'digital platform' offers a customer-focused, multi-channel interface as a managed service. It provides more user-friendly navigation, improved content and rich functionality, such as an interactive map to help users understand the geography and ferry routes across the Scottish West Coast. 

The CalMac website is the first of several online improvements scheduled for 2015, which will eventually create a new online booking engine to be fully integrated with a state-of-the-art ticketing system being implemented by CalMac. This will enable the ferry operator to gain better insight into its customers' requirements in order to continually improve customer service.

CalMac trinity

As a leading technology supplier to the travel industry and public sector, GOSS Interactive was selected to develop a responsive website that will be fully compatible with desktop and laptop computers, tablets and mobile phones.

The GOSS digital platform enables CalMac to publish route information, ticket pricing information and disruption news among other services.

Rob McCarthy, CEO at GOSS Interactive, said:

We're delighted to be working with CalMac to deliver its customer base of 4.65 million passengers a new website with improved functionality, integration and a more intuitive interface.

Having worked closely with other national ferry companies to deliver fully optimised and integrated online services, we're using our understanding/experience of usability and mobile to develop and deliver the ultimate online customer platform for CalMac.

Caledonian MacBrayne recognises, however, that online services may not suit all customers, and the ability to be able to book and make enquiries by other means, at port offices or by phone, for example, will remain.

Cathy Craig, Commercial Director of CalMac, said:

CalMac is passionate about delivering this lifeline service, and the new website is the first stage in our major technology infrastructure programme to better serve our customers.

We are proud to be part of the communities we serve and it is important we provide the best service to them, including making sure we keep ahead of how our customers want to access information in the digital age. The delivery of our new digital platform is an important milestone as many customers expect e-ticketing and the use of mobile technologies to be an increasingly standard part of their travel solutions.

GOSS brings experience of working with other ferry operators and national transport companies and we are sure the new website will greatly enhance our customers' experience of travelling with us.