Greyhound
Redefine one of the most recognisable brands in America, transporting millions of passengers annually between 3,800 destinations in North America.
The challenge
Changes in consumer behaviour and the rise of digital technology posed challenges for the company. Negative reviews highlighted issues with reputation and customer service. After being acquired by the First Group, the new holding company recognised the need for a quick perception change and extensive business overhaul.
The approach
Three key pillars were identified to understand, develop a strategic framework and deliver an end-to-end, multichannel customer journey.
Starting with the customers, by using existing Greyhound insights and research to understand the pain points from customers. A research was also conducted by interviewing over 100 Greyhound customers face-to-face.
A large benchmark study was conducted by looking at the industry competitors, their product offering and customer service approach.
The brand was heavily reliant on its staff to deliver the customer experience, so working with an employee engagement specialist to gather insights and feedback from staff across the entire business.
The outcome
Staff satisfaction improved across the business. They feel more ownership and transparency, leading to better online customer reviews for Greyhound. The work won the BIMA award for Best Digital Transformation.
11% uplift in transactions
13% uplift in revenue
3% improvement in conversion
User interface | Visual Design | Art direction | Prototyping