Queensland’s Department of Transport and Main Roads (TMR) is responsible for planning, managing and delivering an integrated transport environment to achieve sustainable transport solutions for road, rail, air and sea for all Queenslanders (5.24 million people) and visitors to the state, covering an area of 1.8 million square kilometres. The TMR department has over 9500 employees across five divisions delivering frontline services, safety campaigns, and billion-dollar infrastructure and operations projects to ensure Queensland’s transport system contributes to all Queenslanders’ lifestyles, a vibrant economy, better services and a sustainable environment.

In 2021 the Queensland’s Department of Transport and Main Roads (TMR) Customer Experience Branch (CEB) partnered with the Queensland University of Technology (QUT) Centre for Behavioural Economics, Society and Technology (BEST) to test and refine the TMR Customer Value Proposition (TMR CVP). In 2022, the TMR CVP developed into a practical model described as the Customer Value Chain (CVC). The CVC is a valuable tool for TMR staff, used to measure and understand the customer journey experience.

The CVC has four links in the chain. The links are ‘Responsive’, ‘Practical’, ‘Informative’ and ‘Respectful.’ ‘Responsive’ is about understanding the fundamental customer needs. Once customer needs are understood, ‘practical’ is about identifying options to meet the customer needs that are practical from the customer’s perspective. The third link in the chain is ‘informative’, which is about ensuring the customer has the information they need to access practical options. The final link in the chain is ‘respectful’. This is about ensuring the customer feels respected throughout the entire customer journey experience.

The value chain process is iterative and supported by a set of customer experience principles for each link in the chain. The CVC process provides TMR people and business areas with a practical tool for understanding and designing end-to-end experiences that enhance the value delivered to the customer. A key deliverable for TMR and its customers was ensuring the CVC aligns closely with the department’s overarching strategic objectives and the ability to apply the CVC to all TMR products and services.

For information about TMR, visit tmr.qld.gov.au/