BC Ferries' 47 terminals and 36 vessels span a variety of customer types, use cases, and special regional considerations. Passengers include visitors seeking a once-in-a-lifetime vacation, commuters who use the service multiple times daily, and a growing group of intermodal travellers. The customer experience master plan had to address all of these needs alongside the realities of an industry that is recovering from the pandemic and committed to ambituous environmental targets. The CEO was a driving force for making this plan more actionable and impact-oriented than any before.
Our mission, as the CX consultant for BC Ferries, was to consult the executives and the customer experience team to deliver a master plan. This plan would be achieved by:
Evaluating the current customer experience through data
Assessing how best-in-class transportation operator elevate their CX
Conducting an in-person audit of the network to identify areas for improvement
Mapping the passenger journey to enable teams to understand the many impacting factors
Interviewing passengers to prioritize pain points and explore expectations
Facilitating executive and planning committee workshops to define the vision and strategy
Leading a consultation process with employees to gain buy-in and additional perspective on the employee experience
Delivering a customer experience master plan that elevates the entire organization
PH1 was responsible for all research, recruitment, interviews/tests, faciltiation, strategic planning, and drafting of the plan. PH1’s team brought wide experience in the tourism industry and applying CX at scale, that enabled us to deliver quickly.
Evaluating the current customer experience through data
Assessing how best-in-class transportation operator elevate their CX
Identify trends transforming how the customer experience is being delivered
Identify novel initiatives, approaches, and KPIs
Conducting an in-person audit of the network to identify areas for improvement
Mapping the passenger journey to enable teams to understand the many impacting factors
Outline the passenger's expectations at each step of the omnichannel experience
Pin-point commonalities, deficiencies, and opportunities across the CX
Interviewing passengers to prioritize pain points and explore expectations
Gain context on customer needs, expectations, motivations
Prioritize pain points and opportunities for improvement
Facilitating executive and planning committee workshops to define the vision and strategy
Leading a consultation process with employees to gain buy-in and additional perspective on the employee experience
Evaluate the customer experience from the perspectrive of employees, including blockers
Get buy-in from key roles on the core directives and planned improvements
Delivering a customer experience master plan that elevates the entire organization
Iteratively and collaboratively draft the corporate vision, strategy, directives, areas for improvement, roadmap, and measurement framework
Get buy-in from all key stakeholder groups across the org