Having recently rebranded as GWR and with up to four years of significant transformation, the IC team wanted to be sure they had the right tools to engage, empower, inform, listen to and lead colleagues through change.

The team also wanted more in-depth information on the make-up and preferences of their internal audiences, and to follow-up on feedback from GWR’s Engagement Survey.

Using activity-based focus groups and wide-ranging telephone interviews, we gathered input from drivers, engineering, station, on-board and office colleagues and leaders.

A survey also explored current and future channel preferences, information needs, manager communications and engagement with strategic messages.

Our feedback included data reports, audience profiles and a channels SWOT analysis, as well as full commentary on positives and watch points.