Passenger Experience Strategy

Client: Metro Trains Melbourne

About the project

Metro Trains Melbourne (MTM) is the operator of Melbourne’s metropolitan rail network, carrying 450,000 people a day, delivering more than 2,000 passenger services and running 226 trains across the network.

The Challenge

MTM operates in a fast-moving environment, with external factors such as the COVID-19 pandemic, rapid investment in rail infrastructure and changes in work patterns profoundly changing passenger journeys and behaviours. The next three years will see further transformation, including opening the Metro Tunnel and five new train stations, the upgrade of Victoria’s public transport ticketing service, and new rolling stock on the network.

MTM engaged Whitelight Communication to review existing work and initiatives to improve passenger experience taking place in various divisions across the business and draft its enterprise-wide, three-year Passenger Experience Strategy.  

Approach

Whitelight Communications worked collaboratively with the Project Lead to develop the Passenger Experience Strategy. We:

  • Reviewed existing strategic documents to ensure the Passenger Experience Strategy reflected business priorities  
  • Analysed customer research to understand passenger needs and aspirations
  • Carried out a gap analysis of existing content to identify areas requiring further development
  • Developed a framework for the Strategy and mapped alignment of existing plans, work and initiatives to the Strategy’s key platforms
  • Met regularly with the Project Lead to work iteratively on the draft Strategy and incorporate business feedback 
  • Identified and developed short case studies to demonstrate achievements to improve passenger experience and highlight new initiatives to be delivered during the Strategy’s first year
  • Wrote the Strategy, drawing on existing content where available

Outcomes

The Passenger Experience Strategy:

  • Was a finalist in the Customer Service Excellence category for the 2024 Australian Rail Industry Awards
  • Achieved approval from MTM’s Executive Leadership Team and endorsement from the Victorian Government’s Department of Transport and Planning
  • Was launched by the CEO to a group of senior business leaders and stakeholders, with a high level of buy-in

Testimonials

Ayllie has a rare ability

Ayllie has a rare ability to get in ‘on the ground’ and work through challenges while still remaining strategic. She is able to bring people on the journey, gain the trust of senior leaders and establish collaborative relationships very quickly, often stepping in to a chief of staff type role. It was a pleasure (and life saver) having Ayllie in the team!

Anita Orr

Head of Corporate Affairs Victoria, Transurban

I called on Ayllie to help out the team

I called on Ayllie to help out the team in the capacity of Communications Director for an interim period. Her experience working in similar environments on large PPP projects as well as her understanding of government processes and priorities meant she could hit the ground running.

Ayllie has a rare ability to get in ‘on the ground’ and work through challenges while still remaining strategic. She is able to bring people on the journey, gain the trust of senior leaders and establish collaborative relationships very quickly, often stepping in to a chief of staff type role. It was a pleasure (and life saver) having Ayllie in the team!

Anita Orr

Head of Corporate Affairs Victoria, Transurban