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Understanding your customer case study: Dublin Bus

Creating a unified customer-first culture by understanding customer needs

about dublin bus

Dublin Bus provides bus services in the Greater Dublin area under contract to the National Transport Authority (NTA) funded by the Irish government. Dublin Bus carries over 100 million passenger journeys in a year and is supported by over 3,000 employees.

1. The challenge

Dublin Bus wanted to truly understand its customers and the experience journeys they have to help design a new experience that would place Dublin Bus at the forefront of customer experience in public transport in Ireland.

2.  How W5 helped Dublin Bus

We worked with Dublin Bus to carry out a comprehensive customer journey mapping programme, taking input from customers and employees. The objectives were to explore attitudes to Dublin Bus from a customer viewpoint, inform a best-in-class customer journey and engage the organisation in bringing customers to the fore. We developed an ‘understanding your customer’ programme to generate key insights to improve customer experience.

3. Results

The project delivered deep insight into Dublin Bus passengers and presented a single view of the customer journey for use internally in a visually engaging and easily shared artefact. In addition to a clear assessment of the current journey, Dublin Bus was able to define a desired future CX journey and identify the steps required to bring it alive.

What Dublin Bus said about the project

"At Dublin Bus, our 128 million customers are at the heart of everything we do. This was reflected in the significant level of engagement from employees across the company in the CJM project. The project undertaken by W5 will allow us to become leaders in providing the best customer experience in public transport in Ireland."

Ray Coyne
Chief Executive, Dublin Bus
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