Countryliner Coaches’ approach to customer service is recognised by the LSC

Roger Belcher and fellow directors celebrate a Highly Commended Award at the SE LSC Business Excellence Awards 2008

The Challenge: Local authorities are moving away from best price toward best value as the main criterion by which they appoint transport service providers. Roger Belcher, Director of Countryliner Coaches, believes the move towards best value gives them a distinct competitive advantage. An ethos of customer focus is now firmly embedded in the organisation as it is recognised as being the only way to achieve business excellence. However, ramping up service quality in a short space of time is a significant challenge for any organisation.

The Solution: To deliver an NVQ programme to all drivers covering subjects such as helping passengers with special needs, managing the school run and unruly children as well as providing professional customer care. Roger decided to put all 200+ drivers forward for the Level 2 NVQ. Full Train to Gain funding was confirmed by M2 Training, who are managing the entire project. The training was scheduled in such a way as to cause minimal disruption to the working day.

“Our goal was to achieve a higher standard of delivery by focusing on our driving staff. As drivers deal with the public on a daily basis we rely heavily on them as our ambassadors. The key to providing good customer service is to recognize each individual staff member for the qualities they have and then to invest in them with guidance and training. By focusing on the interpersonal skills that customers increasingly demand, we are raising standards in every area of our growing organisation” Roger Belcher, Director, Countryliner Coaches.

Roger was keen to secure the services of M2 Training Ltd because he had previously worked with them and liked their no-nonsense and honest style of delivery.

The Result: For Countryliner Coaches it was about accepting that quality service is the bedrock of the business and the achievement of National Occupational Standards in the form of NVQs are the way forward. This dedication to staff training resulted in Countryliner Coaches winning a Highly Commended award at the SE LSC Training Awards Ceremony held at Ascot Racecourse.

“When I asked M2 to provide a bespoke service, I really got what I asked for and with the support of Train to Gain funding, I am delighted with the outcome. Besides, my drivers love it.”

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