Greyhound is an icon, North America's largest provider of intercity bus transportation carrying over 18 million passengers. But the business was struggling with negative perceptions and was considered a ‘last resort’ travel option. Independent analysis revealed that the business risked lose 50% of their customers over the next three years. Our challenge was to dramatically overhaul the customer experience to reduce this decline and help Greyhound maintain a healthy business.
Dramatically overhaul the customer experience to reduce decline. Build a vision for the future of bus travel in America and establish Greyhound’s position in that future.
A transformation roadmap of scoped innovation opportunities ready for roll-out.
Case Study Video
Understanding Greyhound's customer pain points_
Using service design principles, we conducted in-depth research to understand the pain points leading to Greyhound’s poor customer satisfaction. Ethnographic methods including ride-alongs on Greyhound and competitor buses, call centre shadowing and interviews, were validated by quant research.
This allowed us to frame opportunities for innovation, as we delved deep into the Greyhound business.
Through BIO-led workshops, we’ve built employee engagement for future change, harnessed knowledge and expertise within the business and sparked new ideas. We talked to everyone, from terminal staff to drivers to cleaners to the CEO, and of course passengers, to build a service blueprint, which was then developed into a vision and roadmap for the future.
Building a vision and roadmap for the future_
Let’s make something happen_
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