Rail Business Awards 2010 Preview
reward great customer service. Through working with actual customers, Passenger Focus and the key suppliers that sponsored the campaign, it has driven value for money, increased business performance, engaged employees and – more importantly – made measurable improvements for customers through this integrated communications campaign.
FIRST TRANSPENNINE EXPRESS First TransPennine Express (FTPE) employs approximately 1,000 staff and throughout the last year it has significantly ramped up its internal communications activities. Operating in a challenging and economically difficult environment, FTPE realised that if it was to prosper rather than just survive in the recession, then its people were key to delivering great service every day. These ‘deliverers’ needed to be fully engaged in the business. FTPE therefore sought to provide communications and events that kept colleagues excited and committed. FTPE remains one of the few growing train operators and that success is down to the teams across its business, and to their commitment to delivering great service every day.
NEXUS Nexus, which owns and manages the Tyne and Wear Metro, needed to maintain staff morale and performance through a 16-month process to procure an operating concession, something that would ultimately lead to 40 per cent of its 1,000 staff being transferred to a new employer. Be Up To Date used the full range of
communications channels and engagement tactics to ensure staff knew what was going on, were inspired to work in support of an in-house bid, and could transfer with confidence to a new employer. Metro’s record performance levels were maintained throughout this difficult period, leading to a seamless transition to outsourced operation against tough timescales.
BRITISH TRANSPORT POLICE Operation Contact was British Transport Police London North’s proactive effort to improve quality of service scores and create a cultural change amongst officers, where providing a quality of service to a victim of crime would be viewed in the same way as getting a result. The project team used traditional methods, such as briefings and training, to get the message across, but also created branding
and a visual reminder so that the message about caring for the victim would be at the forefront of officers’ minds.
THE DOCKLANDS LIGHT RAILWAY The Docklands Light Railway (DLR) will play a crucial role during the 2012 Olympic and Paralympic Games, directly serving four key Olympic venues. Understanding that success begins within an organisation’s own walls – DLR developed an entire internal communications programme relating specifically to the Games and placing importance on each staff member’s individual contribution. Four key objectives – to inform, engage,
unite and celebrate – underpin the programme and set the direction of the communication channels. A detailed action plan that outlines how each communication channel will specifically address each of these objectives was also developed.
GB RAILFREIGHT GB Railfreight operates its own code of conduct for staff briefing and internal communications. The code aims to ensure that all employees are kept fully informed of their individual roles and responsibilities, that they receive regular briefings on the company’s business development and objectives and that staff are encouraged to raise issues and seek answers to questions about the company’s policies and ways of working. Using this code as a basis, GBRf has developed a highly effective and proven system of communication, functioning throughout the company. This has made a huge contribution to GBRf’s business success during the past 12 months and during the recent economic downturn.
ABELLIO
The Abellio rebranding has been delivered through a programme to define brand values and objectives and
communicate them across the group. The new brand is a means of demonstrating
to staff how they should behave and the service qualities they should aspire to deliver. Abellio’s internal communications programme will ensure that all its companies ‘live the brand’. It incorporates briefing and coaching sessions, written guidance, embedding of brand objectives into strategic plans, new recruitment and appraisal processes and a new senior management leadership model. Successfully embedding the brand values in this way will provide Abellio with a competitive advantage in the future.
British Transport Police
First TransPennine Express
Alstom Transport
GB Railfreight
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