“LCA’s audit provided invaluable insight to the perceptions of Abellio's key stakeholders. The results helped shape our engagement programme and maintain a trend of continuous improvement in the quality of relationships. The bespoke preparation and LCA's considered approach to interviews with senior figures made the audit, analysis and recommendations exceptional value for money.”
Abellio contacted LCA two years after our first audit of the company, then NedRailways, in November 2007 requesting that we repeat the process and evaluate whether and how stakeholder perceptions had changed over time. The second audit in 2010 was timely, given the company’s aim of securing a major new UK rail franchise and maximising the benefits of an excellent reputation. This focused specifically on the company’s bids for new business, as well as assessing how Abellio had moved on in relation to the main themes, issues and questions that were identified by the 2007 audit.
Working with the client, LCA constructed a questionnaire and script and proceeded to draw up a list of ‘key targets’ of senior politicians, transport figures and opinion formers. Telephone interviews were confidentially conducted with stakeholders over a two month period.
The interviewees’ comments were then analysed and presented in a 60-page report including key themes, trends, commentary and recommendations. Comparisons with the 2007 results were made throughout, particularly where the same ‘benchmark’ questions were asked, using graphs and diagrams where appropriate. The carefully crafted questionnaire ensured that a broad range of honest views and opinions were gathered, enabling Abellio to measure the effectiveness of its communications as well as assess future priorities.
The final report was presented back to the client’s senior management team with a series of specific communications recommendations to help Abellio achieve their business objectives and build on and improve their current position.