Customer Experience strategy to drive positive operational change

A major UK rail operator asked us to investigate the ways to better serve the needs of their disabled passengers.

Customer Experience strategy to drive positive operational change

A major UK rail operator asked us to investigate the ways to better serve the needs of their disabled passengers.

What we did

Based on the fact that 4% of customers (and growing) report having a disability or mobility impairment, a key hypothesis was that there is opportunity to better serve the needs of disabled passengers and go beyond just meeting their basic needs.​

Challenge

We were asked by a major UK rail operator to define a customer experience strategy to drive positive and practical operational change. The objectives were to understand the experiences of passengers travelling on across their routes and competitor services – their needs, pain points and behaviours to identify improvement/innovation opportunities for the operator to improve. 

Approach

Direct observations, in-depth interviews, and shadowing methods of research were employed, each allowed us to gain further levels of insight into the lived experience of passengers with disabilities. We ensured the participants engaged in this research represented various disabled groups, including those with mobility impairments, visual impairments, and cognitive impairments.​ 

Outcome

Our insights report included findings supported by audio and video clips taken during research sessions, as well as a set of behavioural archetypes depicting passenger behaviours and opportunities to support the customer experience team to empathise and relate to passengers. We also developed opportunity themes and offered practical examples of implementation to better serve the needs and experience of passengers with disabilities. 

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