Case Study: GWR improves customer journey insights with Savanta

GWR tracks 1,500 passenger interviews per period with Savanta

The customer, GWR, faced the challenge of gaining granular insight into each individual customer touchpoint to complement existing research. Their goal was to focus investment on areas that would improve the customer experience and drive revenue. To address this, they partnered with vendor Savanta to develop a specialized customer survey.

Savanta's solution involved mapping the customer journey and creating a corresponding questionnaire, which was deployed as a continuous on-train survey. This program gathered approximately 20,000 interviews annually. The long-term implementation by Savanta, ongoing since 2006, has led to tangible improvements across key areas including web and app access, ticket purchasing, the on-train environment, and staff training programs.

GWR