Transforming customer experience for an American icon

The Brief

Established more than 100 years ago, Greyhound Lines is the largest provider of intercity bus transportation, serving nearly 18 million passengers every year. The business has seen significant change over the years but is struggling to break away from a negative perception: they had moved from Aspirational Travel to Travel of Last Resort, driven by a decline in customer experience. BIO were approached to help Greyhound analyse and contextualise their service challenges in order to build a vision for the future of bus travel in America, and to establish a firm position for their business in that future.

The Approach

More than just a perception fix was needed to deliver new growth. Greyhound needed to shift their focus towards service transformation, grounded in customer experience. Our approach was to build a detailed first-hand account of the current service experiences, whilst immersing ourselves in the travel industry, analysing relevant trends and speaking to thought leaders. We conducted in-depth research to understand the pain points leading to Greyhound's poor customer satisfaction, helping us frame opportunities within a structure that allowed for innovation.

The Work

Using service design principles, we conducted in-depth research. Ethnographic methods, such as 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. 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.

Through BIO-led workshops, we’ve built employee engagement for future change, harnessed knowledge and expertise within the business and created ideas for the Greyhound CX vision.