Talking Points

They say honesty is the best policy. It was certainly true for Central Trains.

As the deadline loomed for the end of its rail operating franchise, Central Trains was faced with a difficult situation - keeping its 3,000 employees informed of the latest franchise details when little information was available, while making it clear to its increasingly worried, disengaged front line that, in terms of service and performance, it was 'business as usual'.

Communicating these messages clearly and honestly was the only way to allay their fears and maintain motivation. Using Talking Points, the monthly employee magazine, the business did just that.

The Central Trains Communications team and Summersault agreed the magazine should tackle issues head-on. In each issue, employees were given a forum to express their concerns, which senior managers responded to frankly. A series of features forming part of a wider communication campaign, 'In the Franchise Know', explained the franchise bidding procress from beginning to end and beyond.

Talking Points' strong employee focus and emphasis on honest two-way communication enabled employees to speak out. The resulting feedback and employee involvement made the magazine the most important communication channel within Central Trains. Externally, the latest Passenger Focus Survey of passenger perceptions showed that passengers' feelings about Central Trains' standard of customer service and its employees' helpfulness and attitude had risen significantly.