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Tap, Travel, Trust: Why Customers Don’t Care About ABT - Only the Experience
Account-Based Ticketing is often framed around systems, architecture, and technical capability, but customers never see any of that. What they care about is the experience: paying the right price, travelling efficiently, and trusting that the system works in their favour. Using Liverpool as a real-world example, this session explores how the city region is introducing multimodal ABT that delivers the most value. ABT will quietly ensure best value fares, seamless travel, and customer confidence across the entire end-to-end experience. Because when customers don’t have to think, worry, or check, ABT is doing exactly what it should.
