2022 Silver Data Storytelling

Agency: Euler

Client: Chiltern Railways

Campaign Name: Amplifying the Voice of the Customer, turning intuition into data driven decision making.

Campaign Overview

Chiltern Railways has vast amounts of CX data, but suffers from information paralysis. The train operator needed to analyse, validate and prioritise data to develop actionable insights and drive better operational efficiency in improving customer experience.

Strategy

The strategic approach was designed to bring complex data insights to life, enable the business to prioritise its efforts and drive engagement for maximum impact.

Phase 1: Make sense of complex data by bringing customer satisfaction survey, complaints data, compensations data, NPS data, post-journey survey and social media sentiment together.

Phase 2: Prioritise Chiltern-specific CX key drivers. KDA (RWA technique) was performed to identify 'critical' factors (high potential to satisfy and dissatisfy a customer's experience).
Other data was used to validate model outputs. For example, overcrowding, delays and staff helpfulness were identified as consistently critical by the model. Other data sources were analysed for the commonality, severity, seasonality/continuity of each factor.

Phase 3: Drive engagement across all stakeholders. Analysis shows the level of staff helpfulness and delays are mostly event-driven, but overcrowding is an ongoing barrier to positive CX. Improvement initiatives were divided into two levels: business and operational.

Creativity

• Educate - move towards a data-driven approach. Key objectives included raising awareness of the differentiation between 'data and insights', and encouraging the business to focus on CX operating range instead of seeking monthly variance and explanation.
• Socialise - bring focus and keep stakeholders abreast with relevant insights. A monthly report with CX data distilled into digestible content was shared with key stakeholders, providing both emerging and recurrent insights. A condensed version is also shared more widely.
• Enable - give stakeholders access to discover insights at their fingertips. Providing user-friendly, powerful tools for stakeholders to access insights at their fingertips. Interactive dashboards with a variety of filters were developed for managers to drill down to their specific areas for better operational efficiency.

Results

• Positive feedback from stakeholders
• Industry support for roll-out of Key Driver Analysis to other Train Operating Companies
• Key drivers allow business to assess investment opportunities
• Customer standard has adopted insights from dashboards and designed its training programme for optimal results
• Tools delivered have made it possible to monitor relevant KPIs and implement optimisation at business and operational levels
• Shifted intuitive decision-making to data-driven decision-making, in optimising customer experience, a fundamental change in business culture, transforming the business to become more effective

The Team

Euler - Paresh Patel, Director of Consulting Services - Katherine Schofield, Business Insight Analyst - Oliver Fielding, Business Analyst
Chiltern Railways - Sinting Chung, Senior CRM Data Strategy Manager