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Redefining an American icon with customer experience design


Two people talking while traveling on a coach

Time to change

  • Category: Transport Connected Customer Experience

Greyhound is one of the most recognisable brands in America, transporting millions of passengers annually between 3,800 destinations in North America. Changing consumer habits and the power of digital meant the company was struggling to stay ahead. Poor reviews spoke volumes about the brand’s reputation and customer service. Acquired by the First Group, the new holding company knew they had to change perceptions rapidly and overhaul the business.

Mobile screenshot of Greyhound app

Getting back to basics

We identified three key pillars that had to be understood to develop a strategic framework and deliver an end-to-end, multi-channel customer journey.

  • Starting with the customers, we used existing Greyhound insights and research to understand the pain points from customers. We also conducted primary research, interviewing over 100 Greyhound customers face-to-face, and travelling on over 100 different Greyhound bus routes to experience these pain points first hand.
  • We conducted a large benchmark study into the industry looking at competitors, their product offering and customer service approach.
  • The brand was heavily reliant on its staff to deliver the customer experience so, working with an employee engagement specialist we gathered insights and feedback from staff across the entire business.
Screenshots of Greyhound site on different devices

The results

Staff satisfaction has improved across the entire business with them feeling like they had more ‘ownership’ and ‘transparency’ of the business and online customer reviews of Greyhound improved dramatically. Our work picked up a BIMA award for Best Digital Transformation. In terms of the website there has been:

11% uplift in transactions
13% uplift in revenue
3% improvement in conversion

The new website delivers an exceptional experience on all devices and, while the numerical results are fantastic, the real reward comes from customer satisfaction. Kin + Carta Connect has consistently delivered across all projects and become a trusted long term partner to Greyhound.

Todd Koch - Vice President, Strategy and Business Development at Greyhound

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