Empathy Lab
TYPE & TECH Rail Industry, Virtual Reality Training Experience
CLIENT CrossCountry & Chiltern Railways
A First Step into VR for the Rail Industry
In a fresh approach to transform traditional training methods, CGA Experience, CrossCountry and Chiltern Railways have come together to develop Empathy Lab. This initiative is geared towards helping customer-facing representatives learn in a completely new and immersive educational setting.
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An Empowering Immersive Training Tool
As part of this collaboration, we crafted an interactive virtual reality experience that empowers staff members to actively engage in scenarios and take control of their learning environment. Presented in first-person, users can observe a conflict scenario unfolding and navigate through the experience, while being guided by reflective questions and feedback.
“It’s a really useful tool, and I hope everyone gets the chance to experience it, learn from it and deliver the best customer service we possibly can.”
– CrossCountry Employee
A Balance Between Innovation and Human Connection
Utilising virtual reality training methods and emotional insights into customer behaviour, Empathy Lab aims to help front-line teams and management walk in their customers’ shoes and re-imagine service quality delivery.
To strike the right balance between innovation and human connection, we worked closely with CGA Experience, CrossCountry and Chiltern Railways to develop and deliver a relatable narrative that the user could engage and learn from. Filmed on a unique set using a 360 camera setup, we replicated a realistic situation, with our cast and crew effectively capturing every angle for the VR experience.
Positive Behavioural Changes
Successfully piloted in June 2023, our virtual reality demo received exceptional feedback from employees at CrossCountry and Chiltern Railways. “It’s a really useful tool, and I hope everyone gets the chance to experience it, learn from it and deliver the best customer service we possibly can.”
By merging classroom learning and immersion into like-like situations, this technological approach allows them to relate and build upon their core customer-facing skills. With plans for further rollout, this innovative solution holds immense potential to bring about positive behavioural changes across their industry.
Modern Railways, The Railway Innovation Awards | People Skills and Diversity Award Winner
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