insight6 supercharge the HS2 customer experience
"Using highly trained and diverse researchers, insight6 conducted a full CX Review (a mystery shop for the corporate world) of the customer journey and all the touchpoints a customer would have with HS2."
The programme assessed HS2's customer-facing online channels i.e., webinars, virtual events, website access and information. It also evaluated the quality of the team member engagement at the 24/7 helpdesk (email and phone enquiries), pop-up events, community engagement meetings, and construction sites.
HS2 is the UK’s flagship transport levelling-up project, aiming to transform the rail network. It is the most significant rail investment ever made in the North of England and is Europe’s largest infrastructure project. Major works are now underway, with 135 miles of new high-speed line already under construction and over 350 active sites between the West Midlands and London.
By the very nature of the project, HS2 has remained in close consultation with local communities and organisations throughout the progressing phases. As construction commenced, HS2 set out two clear objectives for all associated parties to work to; to be good neighbours and to deliver respectfully.
HS2 partnered with Stuart Plant of insight6, Birmingham, to measure, via tailored mystery shopping reports, their performance against these KPIs. One initiative driven by insight6 was the creation of a mood tracker to understand how members of the public felt when interacting with the HS2 team members at various touchpoints.
HS2 were very keen to receive qualitative feedback on how their team members engaged and interacted with members of the public. Using highly trained and diverse researchers, insight6 conducted a full CX Review (a mystery shop for the corporate world) of the customer journey and all the touchpoints a customer would have with HS2 for pre-determined scenarios.
Specific CX Review (mystery shopping) scenarios were developed to capture broader issues. Examples included members of the public:
- Calling the helpdesk with a query about the route.
- Raising questions to construction site workers.
- Visiting community engagement events for information.
- Browsing the website to find out more information.
Through wide-ranging research across multiple communication platforms, insight6 identified that members of the public value a warm, engaging experience alongside receiving the technical response to their query. Making it easy to find relevant information and following up to ensure the enquiry was resolved were also fundamental aspects of a high-quality experience.
insight6's advanced CX programmes and bespoke feedback tools have earned us a reputation as the partner of choice for many forward-thinking companies. Our network of local CX Directors provides on-the- ground support to hundreds of UK-wide clients, helping take their companies to the next level.