Greyhound – case study video
Re-establishing an American icon
Established over 100 years ago, Greyhound Lines is the largest provider of intercity bus transportation, serving nearly 18 million passengers per year. The business has seen a significant change over the years, and was struggling to break away from negative customer perceptions. The decline in customer satisfaction and poor customer experience caused Greyhound's brand perception to drop from ‘Aspirational Travel’ to ‘Travel of Last Resort’.
We were approached to support Greyhound in the analysis and contextualisation of their service challenges. Together, we built a vision for the future bus travel in America, aiming to establish Greyhound as an innovation leader in the bus travel sector and improve Greyhound's market positioning.