We’re ending the year on a high. Recently we attended the MRS awards and were delighted to receive the MRS/AURA Award for Insight Management. That is, us, TfL and 2CV. Our submission was called Next stop: cultural change and highlighted the journey that TfL has been on towards customer centricity.
Here’s some of the ORC International team with the trophy.
And an insight into why we won…
How research changed an entire culture at TfL
Every day a fleet of 8,600 buses operates across 700 bus routes in London, carrying 6.5 million passengers – more than the rest of England combined. In fact, for every one journey made on the London Underground, there are nearly two made by bus.
To say that it’s a major task to keep all these customers happy is an understatement. TfL relies on smart research to stay on top of customers’ experiences across its various services, and what they heard in 2014 gave them cause for concern. Despite much improved service and reliability, day-to-day bus customer service was not always meeting customer expectations.
In order to get to the heart of it, TfL’s Customer & Employee Insight team with their research partners ORC International and 2CV brought together multiple strands of data to reveal just how important the human side of customer experience is.
Insight management has led to a new holistic approach which has implemented change at every level of the organisation and its external partners, the bus operating companies. The program also impacted the way that we at ORC International along with 2CV worked, moving from insight givers to action spurrers. This gave direction to the way TfL is changing its culture to focus on customer needs.
Through looking at one division of the organisation, the entire culture is changing. TfL has always been dedicated to improving the transport system. The embedding of employee and customer research in day to day thinking has led to TfL being re-orientated to be a customer service organisation that works in travel, dedicated to improving customers’ lives and making life in London better. Every journey really does matter.
Will we be celebrating more in January?
We are also delighted to have been shortlisted for the Overseas Project of the Year EE Award for our work with Booking.com. You can read more about that here.