hands up who wants to be a bus driver?

Earlier this week it was reported Stagecoach in Gloucestershire had to cancel a number of services due to driver shortages.

I doubt this is the first time such a problem has occurred and it certainly won't be the last.

Recruitment and churn rate of the position seems to be a perennial problem within the industry. Cancelling services costs money (and damages reputation), recruiting costs money and getting people through their PCV licence costs money.

In short, not having enough drivers, or not having enough of the right drivers, isn't a situation you want to find yourself in.

And these people are properly important to your brand. Drivers are talking to customers all day, every day, which makes them the single most influential customer-facing employee a bus company has.

Their ability to show a touch of empathy, a cheeky smile or just having a cheery demeanour throughout a shift can enhance a customer's experience. They're not necessarily characteristics that come from a degree at university but drivers can do wonders for the perception of your company by having them.

Contrast this with a train driver - who has little or no interaction with their customer and as a result, has zero impact on the brand side of things.

Two roles that have lots in common but still couldn't be more different - perception, recruitment, retention and salary of the jobs are polar opposites. No prizes for guessing which one offers half the salary, more hours and plenty of abuse on the late shift.

Who'd want to be a bus driver, eh?

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