Distilling the customer journey into a highly engaging visual story.
CHALLENGE
The rail customer journey is complex, and Greater Anglia wanted to better understand the intricacies of it, and then communicate this through a simple visual to its staff.
OUTCOME
Because of the clarity of the visual, their staff can now better concentrate on the aspects that are important to their customers.
DELIVERABLES
- Rich Picture x 1 (shared internally via digital channels, and also applied as a wall graphic).
We filtered down a well-researched 30-step customer journey to just 7 key steps, and then created the visual environment for each one. We used an androgynous character to represent all people of all ages. After we’d created the initial concept, we ran a workshop with a dozen Greater Anglia staff, to critique our work, get buy-in and refine it further. An important aspect of the visual is the ‘Our commitments’ text, which is their key areas of focus for the year ahead.
Exploring Options: Making it easy to find out about travelling with us.
Preparing: Giving customers confidence to plan their journey with us.
Departure Station: Providing a comfortable and customer-focussed station environment.
Travelling On Time: Consistently providing journey information for customers to make informed decisions. Delivering a reliable railway.
On Board: Providing a comfortable and customer-focussed on board environment.
Arrival Station: Supporting customers to complete their journey through seamless onward connections.
Reflection: Continuously improving our service by listening to our customers and communities.
“Our customer journey is complex and Will was able to distil it into a highly engaging visual that tells an easy-to-understand story whilst also conveying intricate levels of detail.
“This work has supported a greater understanding of our customers’ individual stories and ensures we remain focussed on the things that matter.”Neil Atkin
Head of Customer Experience
Greater Anglia
