Skip to content

Aligning Cal Mac Ferries with customer expectations

Transport | Vision, Values, Strategy

Growth Needs Assessment

Caledonian MacBrayne Ferries were the incumbent operator of Clyde and Hebrides ferry services and were tendering to retain the operating licence and retain their business. 

Journey4 were appointed to develop a compelling vision and strategy for the ferry services, aligning the organisation with customer expectations and transforming the customer experience and delivering the long-term objectives of the Transport for Scotland and the Scottish Government.

Our Approach

We started with the end in mind, establishing the vision for the organisation and completed a situational analysis of where they were and identified the gaps in service delivery and themes for organisational development.

We completed a stakeholder map and identified key customer groups and their expectations. We completed senior leadership team workshops and applied our organisational alignment model to align vision, values, strategy, culture and service delivery with customer expectations,

In addition, we identified the components of leadership development required to deliver the strategy and identified the need for an employee engagement programme to support and embed the new organisation culture.

The impact of our work

Our work was a core component of developing a successful bid strategy for the incumbent service operator, delivering a new, innovative and customer-focussed strategy for the ferry services. It turned the ferry operations on its head, focussing on the customer and meeting their expectations, and those of the regional stakeholders, aligning operations to those requirements.