We consulted with train operating company GWR to define and develop its measurement strategy. Starting with an IC audit, we researched how GWR’s audiences interpreted its channels and content before presenting the findings in a detailed report.
In 2017, our internal communication audit was designed to understand what worked well, and what needed to work better, at Great Western Railway (GWR).
Working collaboratively with the team, our approach to building their structure and strategy, underpinned by an evidence-based approach, has provided the team with the necessary insight to focus their work.
The online survey reached a sample of their 6,000 geographically spread team and the focus groups made sure that we included insightful face-to-face time with each of their six audience groups. The initial research surfaced in-depth insight, which the team used to guide their findings and enrich their discussions with stakeholders. We also worked with the team to distil the insights into four key strategic recommendations, before structuring pragmatic long-term and short-term solutions to their challenges.
These findings have informed the IC strategy, galvanised support for its delivery and demonstrated award-winning metrics – positioning GWR as an industry-leading IC team. The findings are also the foundation for the continued evaluation of their IC performance, where the team uses our measurement dashboard, metrIC, to track the regular progress of their IC performance against their objectives.
This insight became the backbone of the IC strategy, the information with which to engage stakeholders, and is still informing the IC strategy today.