SilverRail Extends Partnership with Arriva Group to Power CrossCountry’s Digital Retail Transformation

SilverRail Extends Partnership with Arriva Group to Power CrossCountry’s Digital Retail Transformation

SilverRail is pleased to announce the extension of its partnership with Arriva Group, supporting CrossCountry’s transformation of its digital retailing platform and passenger experience.

The initiative involves SilverRail powering the Arriva Customer Engine (ACE) with its multi-channel Ticketing Issuing System (TIS), allowing travellers to plan and book journeys.

This will enable CrossCountry to fully own and optimise customer touchpoints across its website, mobile app, and call centre.

Neil Shah, IT and Digital Director for Arriva UK Trains, said:

“At Arriva, we are committed to delivering innovative digital solutions that enhance the passenger experience and make rail travel more seamless. SilverRail has been a key technical partner in the development and success of our Arriva Customer Engine (ACE) platform, and their expertise has been instrumental in securing this major contract with CrossCountry. Together, we are transforming digital retail services for rail passengers across the UK, ensuring a smoother, more connected, and more accessible journey experience.”

Historically, UK rail operators have relied on third-party digital retailers, limiting their ability to engage directly with customers. CrossCountry is taking control of its customer-facing channels by adopting the ACE platform, fully supported by SilverRail. This will enhance the end-to-end digital experience while accelerating innovation.

Mark Anderson, CrossCountry’s Customer & Commercial Director, said:

“We are delighted to partner with ACE to bring an enhanced digital experience to our customers – without the burden of booking fees.”

“Investing in the latest technology means we are making it easier for passengers to plan and book their journeys with confidence, while also ensuring they receive the most up-to-date travel information.”

David Pitt, VP of UK at SilverRail said:

“The ACE platform will enable CrossCountry to provide a best-in-class customer experience to passengers from journey planning to booking, from fulfilment to customer service and across multiple channels”

"The adoption of Arriva’s ACE platform strengthens CrossCountry’s position in the competitive UK transport market at a time when more passengers are choosing rail over air or road for long-distance travel. Making it easier for customers to find best value fares is essential to encouraging even greater modal shift".

SilverRail’s platform is designed to integrate seamlessly with other technology providers, allowing partners like Arriva Group to collaborate effectively with digital design agencies, CRM systems, and industry tools.