CUSTOMER EXPERIENCE MEASUREMENT SOLUTION

Tender description

The provision of a Customer Experience Measurement Solution. Company Info: Caledonian MacBrayne is a trading name of CalMac Ferries Limited, which was incorporated in May 2006 (SC302282).  CalMac Ferries Limited (hereinafter CalMac), incorporating Argyll Ferries Limited, is a wholly owned subsidiary of David MacBrayne Limited, the holding group of companies which is wholly owned by Scottish Ministers. CalMac Ferries Ltd (CalMac) operates a fleet of 34 vessels across a network of 50 routes serving island and remote mainland communities. It is the UK's largest ferry operator. In 2019 CalMac carried more than 5.6 million passengers and around 1.4 million vehicles. CalMac operates a high-quality service, which is safe, reliable and affordable, focusing on customers’ needs and comfort.  CalMac is committed to the highest management standards and aims to be acknowledged as the leading ferry company in the UK, providing value for money, supporting the economy and protecting the environment. A strength of CFL service provision is our onboard food and drink offer. CFL prides itself on sourcing locally-produced provenance, and that all its food is prepared freshly onboard vessels. A key business objective is to maximise revenues through the onboard offer and encourage uptake as much as possible from passengers. We serve a wide range of customers from islanders, commuters, stakeholder groups, leisure travellers from Scotland, UK and rest of the world and commercially B2B and B2B2C customers which includes Haulier and Travel Trade businesses. Our customers can be broadly grouped under three main categories: - Lifeline passengers - Commercial - Leisure travellers Our vision: Caledonian MacBrayne’s purpose is to navigate the waters ensuring life thrives wherever we are. To sail Caledonian MacBrayne on the west coast of Scotland is to be connected so profoundly you’ll never leave. Looked after and guided by our insider’s love and understanding of the places and people we serve. We are the heart and soul of west coast life, smoothing this remote and rugged region, our home, into the warmest of welcomes. Delivering our values People First, Locality and Bravery we will measure customer experience as defined by the 6 Pillars of Customer Experience Excellence across customer touchpoints throughout the customer journey. We want to inspire and motivate our people to be the best they can and to feel valued for making a significant contribution to our customers, communities and our business. In addition to this we want to encourage local teams to take more ownership of the customer experience that they can control and manage. We will enable this by using robust analytics and research methodologies to deliver an industry leading customer insight service into the business, making recommendations, driving strategies, and facilitating confident ‘data led’ decision making at all levels. We will create a Customer Insight Hub and amongst others this will include live customer experience tracking, reports, dashboards and scorecards. We currently run monthly single channel surveys the audience for which comes from our Customer Relationship Management system. As not all routes are bookable and there is no requirement for foot passengers to book on bookable routes there is only a partial customer view. In addition to the regular surveys adhoc/event driven research is also carried out. With the CX Measurement project we intend to move to an ‘always on’ approach to capture customer sentiment at all customer touchpoints (Contact Centre, website, service communications, port, onboard and retail experience). This will use a range of channels to ensure a representative audience and in addition to this combine with operational data to give true context to results. We envisage the system will use sophisticated text analytics to ‘deep dive’ into free text comments uncovering the true reasons and themes within customer sentiment.