The Caledonian Sleeper train – a multi-channel customer experience

Our mix of service design and digital design expertise provided the ideal partner for the Caledonian Sleeper on their journey to improve customer touchpoints across their whole service.

The Caledonian Sleeper train – a multi-channel customer experience

Our mix of service design and digital design expertise provided the ideal partner for the Caledonian Sleeper on their journey to improve customer touchpoints across their whole service.

What we did

Customers using ScotRail’s Caledonian Sleeper have a smooth experience from their very first interaction of booking, to boarding, in-journey, and once they disembark to be remarketed to with promotional offers. The Caledonian Sleeper sells exactly what it offers as a service and therefore is keeping customer expectations on track. So how did ExperienceLab support ScotRail to drive change through a better designed service?

Challenge

Juggling staff members and multiple customer touchpoints to ensure excellent customer experience is no easy feat. However, it is a feat that the team at Caledonian Sleeper is achieving having re-designed their service at every touchpoint; from how customers engage with train stewards to the sleeper car design, how the service handles backroom operations and even to how customer expectations are set via taxicab adverts.

Approach

Initially, the Caledonian Sleeper engaged us to help them identify opportunities for improving the customer experience when tickets are booked through the website. Through user testing and expert reviews, we identified some practical steps to improve the CX journey. Following this work, we were invited to identify opportunities for the physical service, using a combination of onboard mystery shoppers, focus groups and co-design sessions. 

Outcome

Over our three-year partnership with the operations team, we uncovered opportunities to improve the service, which included: 

  • How tickets are booked via the website 
  • How the onboard service is shaped  
  • Identifying an easy onward customer journey 

In addition, prior to new rolling stock being commissioned into service, we invited groups of current and prospective customers to take a walkthrough on a life-size mock-up of the new train design. We gathered feedback on the physical environment as well as pricing – providing valuable insight to changes needed for continued service excellence well into the future.