Stagecoach Highlights Commercial Value of Customer Insight With Auras Award Win

Stagecoach Highlights Commercial Value of Customer Insight With Auras Award Win

(IN BRIEF) Stagecoach has won the Return on Investment Award at the annual Auras Awards for its research and evaluation of a customer payment trial aimed at improving the bus travel payment experience. The awards ceremony took place at The Kia Oval in London and celebrated excellence in client-side insight across the UK research industry. Stagecoach’s project was recognised for showing how customer insight can translate into measurable commercial value. Working with Kokoro and incling, the company evaluated customer behaviour, sentiment and operational efficiency, using the findings to support the rollout of the payment trial. The research helped smooth the transition for passengers and colleagues while delivering measurable cost savings and revenue protection. Gemma Toolan, Head of Customer Experience at Stagecoach, said the award highlights the role of data-driven insight in improving passenger journeys and supporting efficient business growth.

(PRESS RELEASE) PERTH, 13-Jul-2026 — /EuropaWire/ — Stagecoach has won the Return on Investment Award at the annual Auras Awards in recognition of its research and evaluation work on a customer payment trial designed to modernise the bus travel payment experience.

The UK’s largest bus and coach operator received the award at a ceremony held at The Kia Oval in London, where nearly 300 Aura members, nominees, agency sponsors and industry leaders gathered to celebrate excellence in research and insight.

The Auras Awards are among the respected honours in the UK research sector, recognising outstanding client-side insight across 16 categories. Stagecoach’s win places the company alongside other recognised brands including M&S, BT Group, Samsung, E.ON and Next.

The Return on Investment Award recognises a research project or initiative that has delivered a significant commercial return on the original investment. Stagecoach was recognised for its strategic evaluation of a payment trial focused on improving how customers pay for bus travel.

Working with partners Kokoro and incling, the Stagecoach team analysed customer behaviour, passenger sentiment and operational efficiency. The research generated practical insights that helped optimise the rollout of the payment initiative.

The evaluation supported a smoother transition for both passengers and colleagues, while also helping Stagecoach deliver measurable cost savings and protect revenue.

Gemma Toolan, Head of Customer Experience at Stagecoach, said the award reflects the value of using customer insight as part of the company’s commercial strategy.

“Winning an Auras award is a fantastic achievement for the team and a true testament to the power of putting customer insight at the heart of our commercial strategy,” said Toolan. “Our Midlands evaluation project proved exactly how a targeted investment in high-quality research can deliver significant commercial returns.”

She added that the award underlines Stagecoach’s commitment to using data to better understand passengers, improve journey experience and support efficient business growth.

The recognition strengthens Stagecoach’s position as a transport operator using customer insight and research-led decision-making to support business transformation, improve services and create value from innovation in customer experience.

Media Contact:

Tom Sommerfelt
tom.sommerfelt@stagecoach.com

SOURCE: Stagecoach