We launched Red Funnel’s new brand vision… on water
Red Funnel is the pivotal link between Southampton on the UK mainland and the popular holiday destination, the Isle of Wight. With other routes and providers available, Red Funnel recognised that increasing their market share required a competitive differentiator that went beyond price or convenience.
In 2014, Red Funnel defined their vision of becoming the customers’ choice and preferred partner to the Isle of Wight. They then set about turning this aspiration into reality; creating an end-to-end customer experience that was second-to-none.
To achieve their goal of delivering an unrivalled travel experience, and be seen as an integral and enjoyable part of their customers’ holidays, Red Funnel knew they needed to focus on:
external branding and promotion
their internal culture
the experience delivered by their people
Having spent time in the business to carry out our diagnostic, we understood the operational challenges employees faced day-to-day. Delivering outstanding customer service became particularly challenging during the peak summer period where numbers of passengers and, historically, complaints increased.
Our goal was to engage Red Funnel’s employees and empower them to deliver the new brand promise to customers.
WHAT WE DID
Working closely with their senior leadership team, we ‘launched’ Red Funnel and its new brand proposition to every employee with a very clear message: ‘think like a customer’.
From spending time in the business we understood the operational challenges employees faced day-to-day, especially during the peak summer period where numbers of both passengers and complaints historically increased.
Our goal was to engage employees and invite them to join Red Funnel on its journey. With a clear line of sight to the new vision, they recognised what they needed to
do differently both with each other and with their customers.
With clarity on the new vision, employees recognised what they needed to do differently – both with each other and with their customers.
By seeing everything through the customers’ eyes, especially on those challenging days when ‘do it right’ can become ‘get it done’, they began to see how they could make a difference in delivering a customer experience that would set Red Funnel apart.
This meant that, in 2015:
Red Funnel saw a dramatic 113% increase in customer compliments
complaints reduced by 16%
In 2015, Red Funnel were the highest ranked tourism brand in the UK Customer Satisfaction Index
Winner of 2017 UK CX awards for tourism & hospitality