Virgin Trains is deploying staff with training in conflict resolution as ‘Event Hosts’ on the West Coast line on weekends in the football season. They will concentrate on busy periods before kick-off but also have a focus on supporters travelling home after the match.
The hosts will work with front-line colleagues to engage with football supporters and provide additional assistance to all Virgin Trains customers passing through stations or travelling. Event hosts wear pink, high visibility vests – as a colour which is known to have a calming effect on crowds, the train operator says.
All hosts have received further training in customer service and conflict resolution Louisa Weinstein, of the Conflict Resolution Centre and the author of The 7 Principles of Conflict Resolution.
She said: “Conflict arises where we think we might not get what we want or need. It is understandable therefore that it arises on busy match days where tensions and spirits are high. Key to the resolution of any conflict is a high standard of communication and negotiation skills. We concentrated on these aspects with Virgin Trains who adopted a creative approach to this issue where the focus was on understanding the customer as opposed to judging their behaviours. The staff we trained were amazing. They welcomed the opportunity to learn quite complex conflict resolution skills to empower them in their role.”
These approaches include maintaining eye contact, coaching in non-verbal listening (not interrupting and being fully engaged) and how to avoid being judgemental in situations that could escalate. They have also been advised on how best to demonstrate empathy during potentially challenging interactions.
Any customer booking online who is not travelling to a match will be alerted via a pop-up message that these services are likely to busy because of football.
Gary Steele, Event Coordination Manager at Virgin Trains, said: “Stations and services can get extremely busy with many football supporters using our network to get to and from fixtures. Providing a better environment and engaging with them and other customers on busy days will help remove any points of potential conflict, and offer everyone a better customer experience and a smooth, safe and enjoyable journey.”
And British Transport Police Chief Supt Allan Gregory said: “This is an important step forward in helping to improve the experience of football supporters and other rail passengers alike. We know that on match days trains can quickly become busy places and we want everyone travelling to have a safe journey. These new Event Hosts are an interesting and creative new idea which we hope will help all passengers to have a better journey and hopefully a good day out too.”
Image courtesy of Virgin Trains.
