As ever there is a conflict between customer service and costs.
Do members of this forum want the rail industry to reduce costs (as suggested by McNulty)? If the answer is yes then this means that the industry must shift sales to the cheapest channels which are web or phone.
Alternatively if you want to have fantastic customer service with lots of travel centre staff who is going to pay?
I'm not sure that the two are mutually exclusive, though.
Fantastic customer service requires
enough staff to service the customer requirement, not necessarily
lots. There are system issues that lead to overcomplexities that require a real person to help, when customers would be very happy to use a simple machine / on line system if they could. Start to sort out some of those issues - offer the customer a carrot to use the lower costs systems, improve systems for booking office staff, and you can have fantastic customer service at a good price.
Specific examples? Here are a couple personally.
I would love to be able to go online just before I leave home, buy my ticket and print it out. I travel quite often on a Sunday evening and I'm not sure until the day where I'll be leaving from - it depends on what else is happening that day, so what time I'll be able to leave, and thus whether I can catch the regional train up to Chippenham, or have to get a lift to an Intercity station such as Westbury or Chippenham - where I'm likely to use the chap in the ticket office rather than fight the machine, especially as I'm likely to be travelling in sections such that some of my tickets won't be issueable by the machines.
I had a group to take from Melksham to Swindon and back in December, and tried to order the tickets online. I couldn't, because the size of my party exceeded the maximum number on a booking. I tried by phone, but found that I would be putting through several transactions with the group booking section, a further transaction with the regular booking people (for a handful of the party who were joining at an earlier station), special delivery charges for the tickets (because I didn't have exact final numbers until the day before). So I went to my friendly local manned station, where I approached the desk at a time that no train was due. The helpful gent could have been much more efficient in serving me had he been able to issue Groupsave tickets all on a single voucher (not one voucher per person), but apparently that's not possible at that ticket office with the particular systems they have.
In each case, I would love to have left the fantastic staff (they usually are!) to be able to help people who needed help because they really needed advise and help, rather than to serve me simply because the other system can't handle my needs as well or with the confidence that I need.