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Cross Country Trains

XC Trains

Improving services and engaging staff

XC Trains loved the film so much they decided to hold the events in cinemas.

The films proved hugely popular with staff and contributed towards a 30% increase in the number of people contributing their opinions to the “Listening to our people”programme.

The film also contributed to the company winning a prestigious award for its “novel approach to increasing employee engagement” at the British Quality Foundation UK Excellence Award.

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XC Trains wanted to engage staff and suppliers with the company’s mission to provide ‘great journeys’ to all of its customers.

They planned a series of staff engagement events around the country which aimed to get sta. to contribute ideas for how their service could be improved. They wanted a film to open all the events which established a shared vision of the customer experience which would engage staff and set the tone for a positive and productive session.


Our idea was to connect the audience with the emotional reasoning that sits behind every train journey.

We used this to build empathy with the customer, and demonstrate role staff play in delivering great journeys. We created a narrative that followed a number of intersecting journeys across the length and breadth of the UK.

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