Big Bus Tours new offer had to remedy two key customer struggles: frustrations around delays, and awareness of diversions or closures on routes.
They faced the additional challenge that most sales interactions were by street vendors, meaning customer details were not captured which limited further communication with customers other than on the bus, on the day.
We needed to evolve the relationship that customers had with BBT. To respond to the age of TripAdvisor-type channels where customers’ opportunity to generate a negative review led to a detrimental impact on the brand and sales opportunities. To leverage opportunities to meet customers’ broader ranging requirements, for example, attraction tickets.