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.