Making American
bus travel great again
Client
Greyhound Lines
Agency
BIO
Project type
Service Innovation
Role
Creative Innovation Director
Challenge
Greyhound has long been an American icon, but suffered from a perception issue that meant most passengers considered it a last resort. The business risked losing half of their passenger base over the next three years unless they could dramatically overhaul the customer experience and reduce this decline.
Approach
A phase of extensive mixed-methodology research revealed the service friction points leading to Greyhound’s poor satisfaction scores, and provided insight on front and back stage interactions throughout the journey. Formalising this through an end-to-end service blueprint enabled us to visualise the interdependent actions affecting the overall experience.
A series of collaborative multi-stakeholder workshops further helped the business to define its ambition for Greyhound 2.0, and using benchmarks from in and out of category to stimulate thinking, identified hundreds of opportunities for innovation. High impact ideas were then prioritised and developed into value propositions, validated and scoped across a 5 year roadmap.
Outcome
The creation of a vision piece brought critical moments across the journey to life, helping stakeholders to visualise the wider experience they had co-created, and get behind the work required to achieve it.
With the business on board, a transformation playbook was developed, outlining the approach and initiatives to deliver a best-in-class customer service experience and a happier workforce through joined-up change across tech, ops and culture – ultimately laying the groundwork for a more aspirational market positioning for Greyhound Lines.