BIO’s team of digital experts specialise in digital innovation and transformation and are unique as Digital Change Agents. The agency offers an end-to-end service: business strategy, customer experience and vision strategy, user experience, service design, creative innovation, design, delivery and technical development. BIO creates transformative digital touchpoints underpinned by technology that changes the way customers engage and buy from today’s organisations.

We consider every digital touch point – whether it's mobile, tablet, desktop or in-store experiences to create companies fit for the future.    

$150 - $199 / hr
50 - 249
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London, United Kingdom
other locations
  • Guildford
    United Kingdom
  • Ilford
    United Kingdom


Transforming customer experience for an American icon


We were appointed to build a vision for the future bus travel in America and improve Greyhound's market positioning.


Greyhound's declining market position required more than a simple perception fix. In order to unlock a full growth potential, the approach had to involve a complete shift of focus towards CX-led service transformation. The focus was placed on building a

detailed first-hand account of current service experiences, analysing relevant trends, and speaking to industry experts to determine the most effective transformation strategy.


Using service design principles, we conducted in-depth research to understand the key factors behind Greyhound's poor customer satisfaction. This enabled us to frame potential opportunities within a structure that allowed for innovation. Both qualitative and quantitative research was conducted, including ethnographic methods (e.g. ride-alongs on Greyhound and competitor buses), call centre shadowing, interviews, and surveys. Our research involved a large sample of Greyhound's existing and potential customers, combined with insight from a wide range of Greyhound’s stakeholders – from terminal staff, drivers and cleaners to the CEO.


This enabled us to build a service blueprint, which further developed into a vision and roadmap. Through BIO-led workshops, we’ve built employee engagement for future change, harnessed knowledge and expertise within the business and created ideas for the Greyhound CX vision.