The Challenge
Neil Atkin, Head of CX at Greater Anglia, and his team had a problem. They were drowning in customer feedback—tens of thousands of verbatim comments from surveys, social media, and review channels—with very little actionable insight to show for it.
Greater Anglia uses Qualtrics to gather customer data, and while it excelled at collection, it wasn't giving them the depth of insight they needed to drive meaningful improvement along the customer journey. The team faced three critical challenges: physically impossible volumes to analyse manually, generic insights that didn't link to their complex rail customer journey, and no clear way to measure sentiment at specific touchpoints.
"We weren't able to get insights that were specific enough," Neil explains. "There was simply too much data to do it ourselves and we couldn't relate the data to specific parts of our customer journey."
For a rail company with a particularly complex customer journey, this was a serious problem. Greater Anglia's customer feedback needed to be structured in a way that reflected their business's specific journey, but their existing setup within Qualtrics meant they couldn't pinpoint where exactly customers were thriving and where they faced friction.
Without prioritised insights, they couldn't measure sentiment across different touchpoints. This made it nearly impossible to determine whether customer experiences were improving or deteriorating over time.
"As a CX team, not having clarity on these patterns meant we couldn't identify actionable areas for improvement or measure the true impact of the changes we were continually making."
The Solution
Greater Anglia needed more than another feedback tool—they needed a solution that could deliver immediate value while integrating seamlessly with their existing tech stack. Wordnerds delivered on these key requirements: integration with Qualtrics to minimise disruption and gain immediate access to historical datasets, speed of implementation to start delivering value right away, and customer-specific analysis aligned with Greater Anglia's actual journey.
Wordnerds worked with them to create a feedback framework that mapped directly to their specific customer journey, enabling granular insights at each touchpoint and the ability to track sentiment changes over time. The result? Prioritised customer insights that showed exactly what issues the CX team could control and improve.
The Impact
Greater Anglia can now measure sentiment at each important journey point and understand precisely which small issues their team can actually improve. The discoveries were revealing.
"We know that, while train punctuality is a major driver of satisfaction, other issues such as the cleanliness of toilets and having a table to work on also impact customer satisfaction," Neil notes.
Armed with hyper-specific insights, the team made focused investments: installing tables on trains and redeploying onboard cleaning teams based on exactly where and when they were needed most.
The evidence speaks for itself. "The sentiment score for the overall onboard environment has increased, providing evidence that our efforts have positively impacted customer perceptions."
Wordnerds has bridged the gap between data collection and actionable insights. The team can now identify hyper-specific issues beyond broad trends, take targeted actions to resolve customer pain points, and measure the success of their interventions over time—ensuring they're consistently driving improvements and allocating resources correctly.
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