The journey to becoming a customer-centric industry | WSP Skip to content
  • Who we are

    We exist to future proof our cities and environment.

    We change the landscape, helping societies thrive, and continually challenge the status quo, asking: “What if we can?”

    Read more
    Who we are
    • What We Stand For
    • Our Story
    • Corporate Responsibility
    • UK Leadership
    Corporate Responsibility
    • Communities
    • Corporate Governance
    • Diversity and Inclusion
    • Ethics and Integrity
    • Health and Safety
    • Sustainability
    • UK Policies
    Featured Content
    We value - Square

    Can we help societies thrive in a world we do not…

    We believe that for societies to thrive, we must all hold ourselves accountable for tomorrow. That…

  • What We Do

    We shape the communities of tomorrow and help society thrive.

    Our understanding of local, regional and national needs enables us to deliver solutions that better connect people with places, now and in the future.


    View All

    • Sectors
    • Services
    • Projects
    What We Do
    • Property and Buildings
    • Transport and Infrastructure
    • Environment
    • Water, Energy and Industry
    • Planning and Advisory
    Featured Content
    butterfly thn

    Protecting nature

    How can we safeguard our natural environment?

  • Insights

    Our experts offer compelling insights that provide new perspectives.

    Read inspiring articles that challenge the status quo by reframing current issues, sparking fresh ideas and conversations.

    View all
    Insights
    • Climate
    • Mobility
    • Places
    • Resources
    • Society
    • Technology
    Featured Content
    Emeka thn

    Profiling our people – Emeka Okorocha, Technical…

    As our combined responsibility to design and build sustainable infrastructure is recognised and…

  • Careers

    Help us shape the future

    Join a collaborative team of experts that thrives on complex challenges and unconventional thinking.

    See more
    Careers
    • Early Career
    • Experienced Professionals
    • Why choose WSP
    • Job Opportunities
    Featured Content
    BNR_Careers_Why_Choose_WSP

    Why you should work for us

    Live a full life, enjoy the rewards you deserve and be part of a business that plans, manages and…

  • Who we are
    • What We Stand For
    • Our Story
    • Corporate Responsibility
      • Who we are
      • Accountable for Tomorrow
        • Communities
        • Corporate Governance
        • Diversity and Inclusion
        • Ethics and Integrity
        • Health and Safety
        • Sustainability
        • UK Policies
    • UK Leadership
  • What We Do
    • Property and Buildings
    • Transport and Infrastructure
    • Environment
    • Water, Energy and Industry
    • Planning and Advisory
  • Insights
    • Climate
    • Mobility
    • Places
    • Resources
    • Society
    • Technology
  • Careers
    • Early Career
    • Experienced Professionals
    • Why choose WSP
    • Job Opportunities
Back

We are locally dedicated with international scale.

United Kingdom - English

International

  • Global
    English - Français

Americas

  • Canada
    English - Français
  • Chile
    Español
  • Colombia
    Español
  • Mexico
    Español
  • Panama
    Español
  • Peru
    Español
  • United States
    English

Africa

  • South Africa
    English

Asia

  • China
    中文(简体) - English
  • Hong Kong
    English
  • India
    English
  • Malaysia
    English
  • Philippines
    English
  • Singapore
    English
  • South Korea
    한국어(대한민국) - English
  • Thailand
    English

Europe

  • Denmark
    Dansk
  • Finland
    Suomi
  • France
    Français
  • Germany
    Deutsch
  • Greenland
    Kalaallisut - English
  • Netherlands
    Nederlands
  • Norway
    Norsk
  • Poland
    Polski - English
  • Romania
    English
  • Spain
    Español
  • Sweden
    Svenska - English
  • Switzerland
    Deutsch - English
  • United Kingdom
    English

Middle East

  • Kuwait
    English
  • Oman
    English
  • Qatar
    English
  • Saudi Arabia
    English
  • United Arab Emirates
    English

Oceania

  • Australia
    English
  • New Zealand
    English
Worldwide Offices
    • Investors

      Discover our diverse business, financial results and strategic ambitions.

      We are committed to delivering sustainable value to our shareholders and exceptional professional services to our clients.

      Read more
      Investors
      • Corporate Governance
      • Press Releases
      • Reports & Filings
      • Stock Information
      • Shareholder Information
      • Presentations and Events
      Corporate Governance
      • Audit Committee
      • Board of Directors
      • Business Conduct Hotline
      • Constating Documents
      • Governance Documents
      • Governance Ethics and Compensation Committee
      • Mandates
      Reports & Filings
      • AIF
      • Annual
      • Information Circular
      • Quarterly
      • SEDAR Filings
      • Sustainability
      Stock Information
      • Analyst Coverage
      Shareholder Information
      • Acquisitions
      • Dividends
      • Drip
      • FAQ
      Featured Content
      Thn-Web-Q42020-Results

      WSP's Q4 and 2020 Results

      We released our 2020 fourth quarter and fiscal results on February 24, 2021 after market close.

    • Investors
      • Corporate Governance
        • Investors
        • Corporate Governance
          • Audit Committee
          • Board of Directors
          • Business Conduct Hotline
          • Constating Documents
          • Governance Documents
          • Governance Ethics and Compensation Committee
          • Mandates
      • Press Releases
      • Reports & Filings
        • Investors
        • REPORTS & FILINGS
          • AIF
          • Annual
          • Information Circular
          • Quarterly
          • SEDAR Filings
          • Sustainability
      • Stock Information
        • Investors
        • Stock Information
          • Analyst Coverage
      • Shareholder Information
        • Investors
        • Shareholder Information
          • Acquisitions
          • Dividends
          • Drip
          • FAQ
      • Presentations and Events
    • News

      Progress happens quickly.

      Stay up to date with our projects, news, events and more.

      News
      • Latest News
      • Press Releases
      • Events and Webinars
      Featured Content
      Zero carbon photo 563 x 220

      WSP to provide UK Government with technical advice…

      WSP will support the design of CCUS work programme and will advise BEIS on how to…

    • Contact us

      We are dedicated to our local communities and driven by global talent.

      We solve problems for our clients and the communities we serve, meeting the needs of today and tomorrow’s challenges. Contact us to find out how we…


      Follow us

      Contact us
      • Send a Message
      • Offices
      Featured Content
      Going net zero wind turbine 563 x 220

      Solutions for a net zero carbon future

      With the UK committed to a Clean Growth Strategy and becoming the first major economy to commit to a…

    • Investors

      Discover our diverse business, financial results and strategic ambitions.

      We are committed to delivering sustainable value to our shareholders and exceptional professional services to our clients.

      Read more
      Investors
      • Corporate Governance
      • Press Releases
      • Reports & Filings
      • Stock Information
      • Shareholder Information
      • Presentations and Events
      Corporate Governance
      • Audit Committee
      • Board of Directors
      • Business Conduct Hotline
      • Constating Documents
      • Governance Documents
      • Governance Ethics and Compensation Committee
      • Mandates
      Reports & Filings
      • AIF
      • Annual
      • Information Circular
      • Quarterly
      • SEDAR Filings
      • Sustainability
      Stock Information
      • Analyst Coverage
      Shareholder Information
      • Acquisitions
      • Dividends
      • Drip
      • FAQ
      Featured Content
      Thn-Web-Q42020-Results

      WSP's Q4 and 2020 Results

      We released our 2020 fourth quarter and fiscal results on February 24, 2021 after market close.

    • Investors
      • Corporate Governance
        • Investors
        • Corporate Governance
          • Audit Committee
          • Board of Directors
          • Business Conduct Hotline
          • Constating Documents
          • Governance Documents
          • Governance Ethics and Compensation Committee
          • Mandates
      • Press Releases
      • Reports & Filings
        • Investors
        • REPORTS & FILINGS
          • AIF
          • Annual
          • Information Circular
          • Quarterly
          • SEDAR Filings
          • Sustainability
      • Stock Information
        • Investors
        • Stock Information
          • Analyst Coverage
      • Shareholder Information
        • Investors
        • Shareholder Information
          • Acquisitions
          • Dividends
          • Drip
          • FAQ
      • Presentations and Events
    • News
      • Latest News
      • Press Releases
      • Events and Webinars
    • Contact us
      • Send a Message
      • Offices
  1. home
  2. Insights
  3. The journey to becoming a customer-centric industry

The journey to becoming a customer-centric industry

Traditionally, most people working in the roads industry have been focussed on safety and delivery. Yes, the impact on the customer has been considered – but customers have not necessarily been a key part of decision making. Now that is changing as customers – both road users and others affected by projects, such as local communities – gain a louder voice, and clients including local authorities and strategic road owners and managers such as Highways England prioritise customer experience.

map marker United Kingdom
Reading Time : 3 minutes

by Stephen Pottle

Better meeting needs

The industry realises that engaging with customers to understand their needs and concerns at an early stage of scheme development can produce better outcomes for everyone. This also results in fewer objections and challenges to schemes during planning, as well as fewer issues during the work, making them quicker and more cost-effective to build.

There are, of course, many different customer groups, each with differing needs. A lorry driver will have different needs from a disabled motorist, for example. And not all customers are road users – local communities may be affected by a scheme, for example if traffic is diverted, and need to be considered too. It is a complex picture for those designing, building, operating and maintaining roads. Where do they start?

The key thing to focus on is that we are all customers. The chances are that you will use the roads today – whether you walk, cycle, drive or travel on a bus. Those of us working in the industry need to apply our own experience as customers. If a scheme we are designing affects people’s journeys, for example, we need to ask: “How would I feel if that were my journey?” Or: “How would I feel if I lived near to those works?”

Putting customers first

So how do you encourage people in the roads industry to put customers first? This can be a challenge, particularly when you consider that road designers spend most of their workdays at a desk, far removed from customers. Ultimately, leaders need to ensure that everyone involved – no matter what their job – feels they are at the heart of providing an excellent customer experience.

It reminds me of the famous story of the NASA janitor. When President Kennedy visited NASA and asked a janitor, who was cleaning the floor, what he did, the janitor replied: “I’m helping put a man on the moon.” The janitor felt as involved in the ultimate goal as those in mission control. The road industry’s version of this is its journey to become customer centric.

Customer care plans

At WSP we are developing a customer strategy to set out how we can deliver excellent customer experience across all our business areas, including highways. We are also developing a specific plan for Highways England, which will enable our leaders to communicate through the organisation the sort of behaviours and actions that are required to put customers first.

Highways England is already putting customers first in its guidance for areas such as roadworks, which frequently receive low satisfaction scores. It has a 20-point checklist of things to consider when designing and implementing roadworks, and audits works to ensure that customer experience is prioritised. Examples include raising the speed limit through roadworks to 60mph, where it is safe to do so, and providing better information and signage.

While such processes and the behaviours that support them are vital, technological innovation can also improve customer experience. WSP is drawing on our experience in the buildings sector to pioneer productisation in highways, which sees standardised elements manufactured offsite and used across different schemes, as well as the automation of design. Together with Laing O’Rourke we are developing certified bridge products that will speed up design and construction and will ultimately benefit customers.

By embracing new behaviours, processes and technologies in this way, the roads industry can continue to do more to put customers first.


Stephen Pottle is WSP’s highways sector lead for civil, bridge and ground engineering. He is part of our team working with Highways England on customer interaction and improving customer satisfaction.


More on this subject

Martin Heffer - Changemaker - thumbnail

March 2021

How can we redefine the customer?

United Kingdom
Feature
Society , Mobility
thn-turning-the-tide

March 2021

Turning the Tide

Feature
Mobility , Places , Resilience , Resources , Climate
Martin Heffer insight thumbnail

March 2021

Let’s Redefine the Customer

United Kingdom
Feature
Mobility , Places
thn-reefer-trades

March 2021

Flexibility and Pandemic Proof – Future of Reefer Trade

Feature
Mobility , Resilience , COVID-19
thn-systems-integration-rolling-stock

March 2021

Bringing Systems Integration to Rolling Stock

Feature
Mobility
thn-wp-alliance-contracting

February 2021

Leveraging Project Procurement and Delivery Approaches for Positive Outcomes

White Paper
Mobility , Places , Resources , COVID-19 , Resilience
thn-Web-Maritime_Reefer

February 2021

Setting sail for more efficient and greener trade by sea

Feature
Climate , Mobility , Resilience
thn-mlk-street-closure-encourages-recreation

December 2020 | 3:00 minutes

WSP USA Study: Street Closure Encourages Recreational Activity During Pandemic

United States
White Paper
COVID-19 , Mobility
GB-DanGough-22122020-563x220

December 2020

An hour in the life of a highways engineer

United Kingdom
Feature
Mobility
GB-DamianMeehan-14122020-563x220 (2)

December 2020

An hour in the life of a development planner

United Kingdom
Blog
Technology , Mobility , Resilience
Thn-Web-VZ-ITS-Article5

November 2020

Designing Out Flaws Within Road Transportation Systems

Feature
Mobility , Places , Resilience , Society , Technology
Thn-Web-Insight-TI-Electric-Vehicles

November 2020

Continuing the Shift to Electric Vehicles

Feature
Mobility , Places , Technology

Author

Stephen Pottle
Technical Director
United Kingdom

Share this page

  • Share on Facebook - Warning, this link will open a new tab.
  • Share on Linkedin - Warning, this link will open a new tab.
  • Share on Twitter - Warning, this link will open a new tab.
  • Share on Skype - Warning, this link will open your Skype application.


Related themes and tags

  • Mobility (241)


  • Future Ready (160)
  • Transit (70)
  • Transportation (196)
  •  
  •   Page will open in a new tab
  •   Page will open in a new tab
  •   Page will open in a new tab
  •   Page will open in a new tab
  • Who We Are
  • What We Stand For
  • Our Story
  • Future Ready
  • UK Leadership
  • Our Offices
  • What We Do
  • Sectors
  • Services
  • Projects
  • Insights
  • Climate
  • Mobility
  • Places
  • Society
  • Resources
  • Technology
  • Careers
  • Job Opportunities
  • Spontaneous Application
  • Corporate
  • Sustainability
  • Health and Safety
  • Investors
  • Business Conduct Hotline
  • News
  • Corporate Governance
  • Ethics and Integrity
    ©2021 WSP
    • The WSP Logo
    • Privacy Notice
    • Anti-Spam Commitment
    • WSP Slavery Prevention Policy
    • UK Corporate Governance Statement
    • UK Gender Pay Report
    • UK Modern Slavery Statement
    • Cookie Policy
    • Terms of Use
    ©2021 WSP

    Exiting our Website

    You are about to leave WSP.com and are being redirected to a job opportunity at Louis Berger, which has been recently acquired by WSP in the US.