Chiltern Railways: Amplifying the voice of the customer – turning intuition into data driven decision making

Chiltern Railways, a British train operating company, better managed its wealth of customer experience data by launching a series of analysis platforms to divide its improvement initiatives into two levels: business and operational.

Chiltern Railways had vast amounts of CX data, but suffered from information paralysis. The train operator needed to analyse, validate and prioritise data to develop actionable insights and drive better operational efficiency in improving customer experience.


The strategic approach was designed to bring complex data insights to life, enable the business to prioritise its efforts and drive engagement for maximum impact.

Phase 1: Make sense of complex data by bringing customer satisfaction survey, complaints data, compensations data, NPS data, post-journey survey and social media sentiment together.

Phase 2: Prioritise Chiltern-specific CX key drivers. KDA (RWA technique) was performed to...

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