Customer experience and the family perspective on modal choice and car ownership

The decision to stop using a privately-owned car is not one to be taken lightly – especially when the user has a family to consider and support. In this article, Francesca Ciuffini, Head of Infrastructure Marketing and Integrated Services Development at Rete Ferroviaria Italiana, argues the need to consider the mobility needs of an entire household rather than just individuals in order to affect change in modal choice and car ownership.