Customer experience journey with Flygbussarna
Client: Flygbussarna Airport Coaches
Agency: Creuna, 2018-2020
My role: CX Lead, Creative Director
Url: www.flygbussarna.se
Flygbussarna Airport Coaches have a strong and well-known brand and satisfied customers, service-minded staff and comfortable and modern buses. But the growing competition and the rapid pace of technological development made the company rethink their customer experience – to take it to a new level and maintain a strong position in the market. Creuna was chosen as a partner in this journey and was commissioned to lay a long-term foundation for an improved customer experience. I was responsible for carrying out the omni-channel review. I also led the development of the new brand experience platform and the redesign of the Airport Coaches’ website and other digital channels.
Insights guide the strategy
The starting point of the project was an extensive insights phase aimed at getting a holistic perspective on the customer journey. For three months we immersed ourselves in the customers’ needs and gained a thorough understanding of the company. In interviews and workshops with the management team and key stakeholders from the organization, we mapped the business goals and challenges of the organization, the competitive situation and the market trends. The goal was to bring in many different perspectives and have all layers of the organisation represented – from top management to the customer service staff. We united the stakeholders around the objectives of the initiative and created a shared understanding of the challenges and a broad commitment to customer experience work.
A journey with the customers
After aligning the stakeholders, we went on to the most exciting part of the project – customer research. In order to understand the customer journey, we traveled together with the customers in all Swedish cities where the Airport Coaches operate. We interviewed travellers and got their perspective on the journey, needs and expectations. We talked with local drivers and hosts to see how they contributed to overall customer satisfaction. We sat down with the customer service to understand their challenges and gather frequent complains from the customers. All of these insights were compiled, analyzed and presented to the management team and laid the foundation for the roadmap to improve customer experience.
A roadmap for customer experience
Based on the customer experience review, we created an omni-channel roadmap for with priority measures and recommendations to improve the customer experience. The roadmap covered all channels and touchpoints, from signage at airports and bus stops to sales machines, website and app. It now works as a foundation for long-term customer experience work for the company and is key to Airport Coaches' continuous improvement of their offering.
Based on the customer experience review, we created an omni-channel roadmap for with priority measures and recommendations to improve the customer experience. The roadmap covered all channels and touchpoints, from signage at airports and bus stops to sales machines, website and app. It now works as a foundation for long-term customer experience work for the company and is key to Airport Coaches' continuous improvement of their offering.
Getting the whole organization on board
Airport Coaches strive for becoming a more customer-focused company, and engaging the staff and getting them involved was a key factor in implementing the measures outlined in the roadmap. We made efforts to turn customer journeys into a tool for long-term work to enhance the customer experience. As a result of the project, a cross-functional working group was formed focusing on the most important areas identified in the customer experience review.
Airport Coaches strive for becoming a more customer-focused company, and engaging the staff and getting them involved was a key factor in implementing the measures outlined in the roadmap. We made efforts to turn customer journeys into a tool for long-term work to enhance the customer experience. As a result of the project, a cross-functional working group was formed focusing on the most important areas identified in the customer experience review.
Envisioning the future experience
With insights from the customer experience review on the table, it was time to start defining what the experience of the Airport Coaches would be in the future across all channels. In a Brand Experience workshop with the key stakeholders and employees from the company, we formulated a vision for the brand experience. An experience platform was then created to provide guidance for the whole organisation, defining how to achieve the desired customer experience across channels.
With insights from the customer experience review on the table, it was time to start defining what the experience of the Airport Coaches would be in the future across all channels. In a Brand Experience workshop with the key stakeholders and employees from the company, we formulated a vision for the brand experience. An experience platform was then created to provide guidance for the whole organisation, defining how to achieve the desired customer experience across channels.
An updated visual identity
Next step was to update the visual identity of Airport Coaches to align it to the new vision and adapt it to digital channels. The result was a visual toolbox with a new icon library, an updated color scheme, typography and other visual elements. New imagery that conveys the feeling of "being on the road" was created and became the basis for a new image bank that fulfils many different needs for visual content for the Airport Coaches.
Next step was to update the visual identity of Airport Coaches to align it to the new vision and adapt it to digital channels. The result was a visual toolbox with a new icon library, an updated color scheme, typography and other visual elements. New imagery that conveys the feeling of "being on the road" was created and became the basis for a new image bank that fulfils many different needs for visual content for the Airport Coaches.
A unified experience in all digital channels
Armed with the insights from the customer experience review, Airport Coaches’ decided to bring their digital channels up to date, starting with the website – the most important sales channel. Creuna’s team was entrusted with creating the new website with the goal of designing a smooth purchase flow, increasing conversion and improving the company's visibility on foreign markets. Working on the new website, we integrated an iterative working method where the purchase flow was prototyped, user tested and iterated based on the result. This allowed the ideas and interactions to be validated, adapted and improved continuously throughout the journey. The recently launched website provides an easy and convenient way to buy a ticket with Airport Coaches, something that a good customer experience is highly dependent on.
Armed with the insights from the customer experience review, Airport Coaches’ decided to bring their digital channels up to date, starting with the website – the most important sales channel. Creuna’s team was entrusted with creating the new website with the goal of designing a smooth purchase flow, increasing conversion and improving the company's visibility on foreign markets. Working on the new website, we integrated an iterative working method where the purchase flow was prototyped, user tested and iterated based on the result. This allowed the ideas and interactions to be validated, adapted and improved continuously throughout the journey. The recently launched website provides an easy and convenient way to buy a ticket with Airport Coaches, something that a good customer experience is highly dependent on.
Based on the updated visual identity and the new purchase flow, a redesign of the Airport Coaches app, ticket machines and newsletters was also carried out. Another important milestone in the journey towards a better customer experience.
