Improve the customer experience to better attract and retain customers

With Akuyari

Client: Logirail / Renfe

The challenge

In a time of expansion and increasing competition, the company needed to define a clear, distinctive customer experience (CX) strategy aligned with its values. The challenge was to listen deeply to the different types of travelers and generate an actionable customer service plan, across the entire organization, with concrete and measurable initiatives for the short, medium, and long term.

Our solution

We conducted qualitative research with travelers from different services (local, medium and long distance) to identify needs, critical points and expectations according to profile.

Thanks to this research we were able to define archetypes, customer journey maps and identify key opportunities for improvement.

Subsequently, we facilitated co-creation workshops with internal teams to prioritize initiatives and developed both strategic and operational fact sheets, culminating in a concrete roadmap for their implementation.

Impact generated

Identifying needs and critical points in the real experience of different types of users
Generating a shared vision across the entire organization to act with consistency and a user-centered approach
Co-creation and prioritization of actionable initiatives integrated into real roadmaps and implementation schemes
Activation of multidisciplinary teams to drive concrete improvements with clear monitoring and metrics

What made the difference

A comprehensive approach that connected qualitative research, strategic design and collaborative implementation, aligning organization, communication and operations with a clear vision focused on the customer experience.