London Underground’s shift to a service-orientated organisational culture involved extensive changes to the ways of working for over 5000 station staff. A central part of this was the requirement for a five-day customer service programme for all station staff.



  1. To transform from an operational industry to an service, customer-led organisation

  2. To equip staff with the skills and expertise in delivering and maintain customer excellence

  3. To achieve a step change in customer survey results


In order to equip staff with the skills and knowledge required to deliver excellent customer service, Interact’s design and delivery encompassed the broad range of interactions customer service assistants experience with internal and external stakeholders.

A rigorous four month research phase involved in-depth stakeholder interviews, shadowing customer service assistants and utilising a review group of a cross-section of staff who reviewed scripts and course designs. 200 staff were assessed against the organisation’s leadership competencies ahead of a course pilot to truly test the course design.

The five-day programme focussed on winning participants’ hearts and minds to embrace change and providing an opportunity to practise their customer service skills opposite actors playing a range of characters with varying needs. The course was high practical and involved break-out groups where participants could support their fellow colleagues.

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The course surpassed all targets set by London Underground, and this approach to training has now been rolled out across the business. 

Following its success, Interact won the following industry awards:

  • Learning Technologies Awards Best Learning Game (Gold)

  • Princess Royal Training Awards Excellence in Training

  • Training Journal Awards Best Customer Service Programme (Gold) and Best Use of Technology in Learning (Silver)

  • E-learning Awards Best use of blended learning (Gold)

  • Personnel Today Awards Excellence in the use of HR Technology (Gold)

From design and delivery, the impact of Interact’s training has been far-reaching, and has exceeded expectation on all levels. Above all, we’re confident about the future and know our staff are equipped with the knowledge and drive to deliver world class service
— Alexandra Bode-Tunji, Programme lead for Fit for the Future Stations, TfL