MTR clinched the wins at HKB Technology Excellence Awards 2024 for enabling sustainable transport ecosystem

Its initiatives have enhanced the commuting experience for customers and exemplifies its vision for a smart and inclusive journey.

Sustainable rail transport services operator MTR Corporation has received distinctions at the prestigious HKB Technology Excellence Awards 2024 for its introduction of the Smart Service Model that has transformed and reengineered the traditional manual-intensive station service model, as well as the “MTR Smart Mobility: Technology-enabled Social Inclusion” project that powers the Corporation’s aspirations to Smart Mobility.

MTR's Smart Service Model: A tech revolution in customer experience

The Smart Service Model, which was pilot-launched at Quarry Bay and Kai Tak stations, is enabled by three technological innovations. 

The first of these innovations is "Tracy," its artificial intelligence (AI) - powered Virtual Service Ambassador (VA). Tracy is an innovative AI kiosk that combines cutting-edge large language models, natural language processing, and ChatGPT engine technology that synthesises a hyperrealist human-like outlook, gesture, voice, and genuine lip synchronisation with a service with a smile and accurate immediate responses.

It also merges traditional customer service with advanced ChatGPT technology to provide seamless processing of wayfinding, itinerary planning, real-time MTR information services, and lifestyle enquiries.

MTR’s VA technology stands out with its unique strategies, which include the integration of advanced technologies, AI capabilities, multilingual and round-the-clock services, and seamless communication between passengers and service providers.

The other innovations of the Smart Service Model went to its Roving Service Team and Integrated Digital Tool (IDT). The roving staff team was set up to proactively serve customers in need with a brand-new, smart, energetic, and efficient image, assisted by the use of IDT being a comprehensive mobile platform that serves as a one-stop solution to enhance customer service and streamline station operations. 

The Smart Service Model has been well-received by frontline staff, as evidenced by the increase in staff satisfaction at the trial stations and successfully relieving workload from tremendous customer enquiries. It has also been receiving ongoing, encouraging feedback from members of the District Council, customers, and key opinion leaders.

Given these achievements, MTR was recognised for its first award in the AI - Transportation category during the major awards programme for elevating customer experience.

MTR Smart Mobility: Technology-enabled Social Inclusion

This project takes a comprehensive approach to enhancing inclusive journeys and driving Smart Railway operations.

Amongst the initiatives launched in this project is the MTR Care App, which was enhanced in October 2023. The mobile app promotes universal basic mobility to create an accessible transport ecosystem through a simplified, user-friendly interface with respective facility and service enhancements at MTR stations.

The project's rollout strategy has been underpinned by extensive stakeholder engagement, involving customers, frontline staff, and non-governmental organisations at every stage of the process.

From initial needs identification and requirements gathering to the design, development, and launch of the solutions, the team has proactively solicited feedback, incorporated insights, and maintained ongoing dialogue to ensure the initiatives remain responsive and relevant. Since its launch, the app has garnered continuous downloads and received impressive user ratings from a broad user base.

A trial has also been launched at platforms of North Point Station to address concerns from the hearing-impaired about door-nipping incidents. It has been gradually rolled out to most of the interchange stations.

The innovative roadmap from the MTR Smart Mobility project has propelled the Corporation to the forefront of the industry. Its unwavering effort to drive innovative and sustainable transport ecosystems has been recognised.

“What sets MTR apart is its relentless pursuit of personalised, caring, and inclusive transportation solutions for all customers, going above and beyond the industry norm. MTR has proactively moved the needle, leveraging cutting-edge technology and extensive user engagement to develop groundbreaking initiatives that empower customers of all abilities,” MTR said.

For its initiative to enhance accessibility in transportation, MTR bagged the Smart City - Transportation category win for its MTR Smart Mobility project, highlighting MTR’s dedication to smart, sustainable, and inclusive transportation.

The HKB Technology Excellence Awards 2024 celebrates innovation and excellence in Hong Kong's dynamic tech landscape, highlighting companies that lead the way in technological disruptions within their industries.

The Hong Kong Business Technology Excellence Awards is presented by Hong Kong Business Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Julie Anne Nuñez at julie@charltonmediamail.com