National Express Call Centre Audio Case Study

Client:

National Express Group

Attributes:

• Brand Consistency
• Customer Service Improvements
• Call Centre Audio

Service:

Call Centre Audio for Transport Companies

The Requirements:

National Express, one of the largest and most respected transport groups in the UK, have grown by acquisition in recent years.  The group’s approach was to consolidate several brands under the National Express name (e.g. One Railway), and maintain the independence of other parts of the group  where there was already a strong existing brand identity.  Despite the different brand names, the group wanted the same high level of customer service across all call centre operations.

Kim Ratcliffe, Head of Contact Centres at National Express, understood that a vital part of a caller’s impression of the company was formed even before the call had been  answered – in the menus and queue period – a time that could be valuably used to build on the separate brand identities, and also enhance the overall caller experience.

The Service:

Kim sought a company that could advise on how different audio personas (voice, soundtracks and scripting style) would complement the different brand identities, and at the same time meet the very fast service level for turning around recordings often essential to meet unpredictable events requiring a swift response from  the call centre. 

Kim identified Premier Business Audio as the most suitable company.  Premier was one of the companies that supplied call centre audio services to two parts of the group- National Express (Coaches) and National Express East Anglia Trains (formally One Railway).

The Results:

Premier worked closely with marketing and senior management to define their audio brand and ensure the existing loyal customer base was informed of the new brand and assure them that the change would not affect the great service they receive.

Comments:

Commenting on the service National Express has received from Premier, Kim says “Premier have always delivered what they promised and in some cases exceeded our expectations. For example, during the January 2009 snow storms.          

Premier turned around emergency messaging in only thirty minutes, helping us to keep our customers informed – well above their stated service level!  Premier’s responsiveness and flexibility really helps us improve the service we give our customers”

“Premier’s staff really understood our business and challenges and added real value in assisting us though the brand transition process”.