A New Data Maturity Model for Zurich Public Transport Services

Verkehrsbetriebe Zürich (VBZ) is the municipal public transport operator responsible for the majority of public transportation services in Zurich. As one of eight market-responsible companies within the Zurich Transport Network, VBZ ensures an efficient, reliable, and well-connected network of tram and bus services.

Data as a Driver of the Mobility Transition: Challenges in Public Transportation

In the context of the mobility transition, data plays a critical role in shaping the future of public transportation and, consequently, the success of VBZ. Whether traveling by tram, bus, or on foot, people in Zurich are constantly on the move. Digital platforms support this mobility by providing real-time information on connections and travel times. Behind every reliable service and accurate passenger information, however, lies a vast amount of data.

Data has become a key asset in public transportation. Transport operators such as VBZ face the challenge of not only providing this data for passenger services but also using it to support informed decision-making. Where do delays occur most frequently? Where is a new stop needed? Efficient, reliable, and sustainable mobility requires robust analytics and smart, data-driven solutions.

Strategic Data Management Program: Setting the Course for the Future

Against this backdrop, the strategic Data Management Program was launched in 2019. Its objective is to establish a professional data culture, optimize the use of data, and further strengthen data-driven decision-making throughout the organization.

A key stakeholder within this initiative is the VBZ Data Office. This three-person team is responsible for both the operational and functional management of data management activities and works closely with various departments to provide consulting, data leadership, and analytics products. In addition, the Data Office actively promotes the development of a sustainable data culture—an essential foundation for creating value from data.

Over the years, data management at VBZ evolved into a complex ecosystem involving numerous internal and external stakeholders. At the same time, the number of initiatives and areas requiring coordination continued to grow. To better measure and manage progress toward a professional data-driven organization, VBZ decided to further develop its existing Data Maturity Model (DMM). The goal was to create a dynamic management tool that could adapt flexibly to changing business requirements.

For this ambitious initiative, VBZ selected the Data Strategy team at INFORM DataLab as its partner.

From Current State to Future Strategy: Developing a Flexible Data Maturity Model

To gain a comprehensive understanding of the organization, the strategic Data Management Program, the role of the Data Office, and the relevant business context, the INFORM DataLab team began by analyzing a wide range of documents. The resulting insights were structured and documented within a central Miro project board, which was shared with VBZ to ensure transparency and collaboration throughout the project.

During a series of focused and efficient working sessions, the project team addressed open questions together with VBZ stakeholders. These discussions not only clarified the initial situation but also provided valuable insights into the organization’s data culture. Acting as “culture detectives,” the team gradually completed its overall picture of the organization and its needs.

Approximately halfway through the eight-week project, a dedicated checkpoint workshop was conducted with the core project team. During this session, INFORM DataLab presented its understanding of the current situation, introduced its data strategy methodology toolkit, and mapped the project objectives to its proven strategic framework. This structured approach helped VBZ better understand the complexity of the initiative and establish clear priorities.

To conclude the project successfully, two potential future scenarios were developed and presented. Together with VBZ, the advantages, disadvantages, and implications of each option were discussed in depth. Following the selection of the preferred approach, a three-hour Data Strategy Workshop was conducted. During this workshop, data and analytics requirements were derived directly from the business strategy, and the key strategic decisions for the future direction of the Data Office were defined.

Based on these outcomes, the required organizational capabilities and systems were identified and translated into the core dimensions of the new maturity model.

The result was a future-oriented data maturity model that not only reflects the current strategy of the Data Office but can also be adapted flexibly to future requirements. In addition, a practical methodology for future adjustments was developed to ensure the long-term evolution of data management at VBZ.