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East Coast overview – the who, why and what Planes, Trains and Automobiles - Focus on First Class Onwards and upwards PowerPoint PPT Presentation


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Planes, Trains and Automobiles – using quality to gain competitive advantage and win the battle for market share Peter Williams Commercial and Customer Service Director 9 th May 2012. Outline. East Coast overview – the who, why and what Planes, Trains and Automobiles - Focus on First Class

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East Coast overview – the who, why and what Planes, Trains and Automobiles - Focus on First Class Onwards and upwards

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East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

Planes, Trains and Automobiles – using quality to gain competitive advantage and win the battle for market sharePeter WilliamsCommercial and Customer Service Director9th May 2012


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

  • Outline

East Coast overview – the who, why and what

Planes, Trains and Automobiles

- Focus on First Class

Onwards and upwards


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

  • East Coast Overview

  • We are “Britain’s premier long distance rail operator”

  • We operate 155 services a day from King’s Cross to Leeds, the north of England and Scotland

  • It is a business that has ‘failed’ twice and is currently being managed on behalf of the DfT


Ownership structure

Ownership Structure

Ownership and relationship with the Government

Public Corporation


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

  • East Coast Overview

  • We are “Britain’s premier long distance rail operator”

  • We operate 155 services a day from King’s Cross to Leeds, the north of England and Scotland

  • It is a business that has ‘failed’ twice and is currently being managed on behalf of the DfT

  • Fundamentally East Coast is a good business and will be returned to the private sector in December 2013


Real time due diligence

Real Time Due Diligence

Company Turnaround

Vision

Sustainable

Value

Market Value

EFQM Score

Balance Scorecard

DOR Business Plan

Due Diligence

Bed In

Reality

Mobilisation

Finding the Truth

Understand Causes of Crisis

Issues/Action Plan

Vision Work


Real time due diligence key themes

Real Time Due Diligence - Key Themes

  • Four themes emerged;

    • Poor process understanding

    • Lack of leadership stability

    • Distraction from core business

    • Changing priorities


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

Revenue Growth Trend


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

Q: How can East Coast maximise shareholder return in the most fiercely competitive transport market in the UK?....


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

Planes, Trains and Automobiles....


And when the economic backdrop wasn t helping

….and when the economic backdrop wasn’t helping

  • The UK economy recovery was extremely slow

  • It would continue to place pressures on revenue in terms of slow journey growth and down-trading

  • Significant impact as we operate in a largely discretionary market - the bulk of our customers are not regular travelers

  • As a national brand and operator, we experience large regional variations -

    impacting our ability to grow

    revenue in local markets


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

It’s all about…1. Getting the offer right for our customers2. Shouting about it from the hilltops3. Excelling at delivery….through a motivated and passionate team


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

  • New East Coast Timetable

  • The Biggest Change Since 1991

19 additional services every weekday

13 additional services on Saturdays

9 additional services on Sundays

More than three million extra seats per year

Improved frequency and pattern of train services

Many of our typical journeys faster than ever

New “Flying Scotsman” 4hr EDB – KGX

New London – Harrogate

New Lincoln – London


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

New First Class Complimentary Catering

  • Research was undertaken during January 2010 to test the impact of introducing a complimentary catering proposition in First Class

  • Aim to drive modal shift, protect the service, generate revenue and turn loss-making part of the business into profit

  • Emphatic results – the new offer was enthusiastically received

  • A huge change for on-board

    • From 100k to over 1 million meals served each year

      Project delivered in 12 months


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

New First Class Complimentary Catering

  • Our customers in First Class can now enjoy complimentary food and drink. Six offers throughout the day providing choice and variety

  • Complimentary Wi-Fi

  • Quiet Coach


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

  • New Improved Customer Service

  • We want to be warm and friendly

    • Welcoming, approachable

  • We want to have bags of personality

    • Let our characters shine through

  • We will think customer

    • Listening and proactive

    • New management of communications with customers (inc. web and Customer Relations)

    • New Service Standards


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

‘Welcome To’ Campaign

  • Our new brand is about a warm and friendly welcome, bringing pride and personality to East Coast:

  • Posters around stations and locations

  • Promotions advertised to all registered customers

  • Exclusive offers for users of our website

  • New online loyalty scheme ‘Rewards’

  • TV campaign....


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

‘Welcome To East Coast’ TV Campaign


Internal communications

Internal Communications

  • Held two Managers’ Briefings to promote the changes. This included films and live broadcasts from external locations

  • Managers’ briefing packs distributed at these events to communicate to their teams and colleagues across the business

  • We stepped up work in regular channels, including The Line, East Coast News, [email protected], PC wallpapers, posters and banners, plus a range of staff promotional products on the weekend of launch.


Turnaround in first class growth

Turnaround in First Class Growth

Note: 3 period moving average


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

  • Onwards and Upwards


East coast overview the who why and what planes trains and automobiles focus on first class onwards and upwards

Brand Vision:

Why we’re here

  • Throughout our business we’ll be welcoming to customers, helping to make every journey with East Coast feel like a destination in its own right.

To serve the travellers of the East Coast of Britain, making every journey a pleasure.

They don’t have to choose us but our aim is to make it impossible for them to choose anyone else.


Putting the customer at the heart of our business

Putting the Customer at the Heart of our Business


Questions

Questions?


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