Vernon is responsible for Transport for London's customer strategy and its delivery, which puts customers at the heart of the organisation's thinking and activity. This includes accountability for TfL's fares and ticketing operations (including Oyster), contact centres, customer information, media relations, marketing and customer insight, public affairs and travel demand management programmes. He is a champion of open data provision to help customers get the best deals and services and the practical application of Big Data. Vernon led the successful pan-Government and transport industry marketing and communications strategy for the London 2012 Games, the largest integrated campaign of its kind ever undertaken. Prior to joining TfL in 2007, Vernon spent 10 years at the Financial Services Authority (FSA) and 18 years at the Bank of England in a variety of banking, regulatory, corporate and communications roles. This included leading the FSA's national work to improve the financial capability of consumers. Vernon is on the Board of the London Transport Museum and is a member of an Advisory Group to Marston Group, the largest privately owned specialist UK company in the field of civil and High Court Enforcement. He is a Fellow of the Chartered Institute of Logistics and Transport.
Developments in computing processing have brought an opportunity to analyse vast amounts of information from multiple data sources. In the transport arena, authorities and operating entities can use data analytics to reach a much deeper understanding of customer behaviour and provide better and more efficient services to meet customers’ needs. At TfL, we fuse our various granular data together to provide a better understanding of travel behaviour than could be gathered from using only one data source. For example, we combine our Oyster ticketing data with our bus location data (iBus) to predict where people are likely to have alighted from buses, where there is no exit tap. This has allowed us to detect pinch points on the bus service, so that we can change the bus schedule where necessary and organise our interchanges more effectively. Our passengers have easier and more reliable journeys as a result. We also use our analytics to provide relevant customer information—one of the most effective tools for reducing barriers to public transport. TfL sees the use of data as a game changer, using new and innovative analysis to provide a better customer experience for our transport users.