Sales had been badly hit by a rival ticket office that was taking the vast majority of sales. In fact sales had plummeted by 50%. The challenge for us was to make a big difference as quickly as possible – in a matter of hours, not days.
Spotting opportunities
We were able to make recommendations that had a direct affect on the clarity of communications and the impact of the retail environment. Some of our ideas were simple: the office was 'gloomy' compared to its competitor so we increased the ambient lighting inside – to enhance the visibility from the outside. We also moved critical information out of the office to give it more presence on the station concourse.
Other changes were a bit more involved, such as creating eye-catching graphics and window vinyls to draw customers in. While these changes were not complicated, we had to turn them around in 24 hours to meet the Christmas rush.
Once our recommendations were in place, EMT immediately started to win back the customers they had lost and paved the way for further sales increases.
Industry or sector
Transportation
Country
UK
Challenge
Rapid performance improvement
Services
Customer journey
Links
East Midlands Trains
Downloads
Customer experience factsheet.