Conceived after research in Q4 of 2008 found customers ranked the train operator only 7.5 out of 10 for customer satisfaction, a goal was set, and achieved, of reaching eight out of 10 by the end of 2009. Change was driven throughout the 3,000 staff-strong company by defining a service personality for Eurostar that was 'Warm and Friendly, Intuitive, Genuine, and Look After' (or WIGL as it became known internally). Researchers accompanied passengers on journeys to see which personality traits were, and were not, present, which helped build a checklist of 97 changes that needed to happen.
Judges praised Eurostar for establishing a service academy which helps deliver behavioural change programmes - everything from advice on dealing with queues, individual grooming, service recovery kits for train managers, and how to deliver on-train announcements. Rather than adopt a 'top-down,' management-driven approach, at all stages in the process, employees were consulted and new recommendations were sense-checked at trials in the Paris, Brussels and London stations. Since the project was launched, 10 leadership commitments have been enshrined in the business, and customer praise for staff is up 111%. Overall customer satisfaction reached 8.02 in November 2009. The plan is to raise satisfaction to nine out of 10 by the end of this year, and the company is on course to achieving this, with one pilot project alone in August 2009 hitting 9.07.
HIGHLY COMMENDED: THE CARPHONE WAREHOUSE
In 2009, The Carphone Warehouse drastically overhauled its bonus scheme to reward staff based on their level of customer service rather than crude sales targets. The judges recognised this as a clearly defined change programme that sat well in the retail sector. They were impressed with the extremely brave decision to remove the commission structure. Despite the risk, The Carphone Warehouse had its most successful year to date in 2009, and due to its extensive communication strategy, employee engagement scores reached an all-time high of 84%.
FINALISTS
Broadway
Gloucester City Council
Sainsbury's
Warburtons
