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Leading the way

Leading the way

30/06/2011 | Channel: New Products & Services, Business Improvement, Infrastructure

As one of the key transport providers to the London 2012 Olympic Games, David Stretch talks to Kirsty Birkett-Stubbs about Serco Docklands’ plans for the Docklands Light Railway

Built in 1987 as one of the first light rail systems in Britain, the clear success of Docklands Light Railway (DLR) has been a prominent driving force within the sector. Regarded today as the largest light rail business within the UK, DLR carries approximately 78 million passengers each year on its network, delivering intensive rail services to the east area of London. Perhaps more surprisingly, the business also holds the position of ninth largest rail business within the UK.

From a railway perspective DLR has a complex set-up, with its 40 stations split across three different gradients – underground, ground level, and above ground, and boasts one of the world’s most advanced automatic train control systems. Consisting of four key routes, the network runs from Bank and Tower Gateway in the west to Woolwich Arsenal (via London City Airport) and Beckton in the east, Lewisham to the south and Stratford in the north-east, as well as servicing Canary Wharf and the surrounding financial district.

Rising performance
Whilst the railway’s assets are owned by DLR Limited (DLRL), which in turn is part of Transport for London (TfL), the day-to-day delivery of service falls to franchise operator Serco Docklands. Now in its second franchise period, Serco Docklands first assumed the role in 1997, which subsequently saw DLR’s passenger numbers rise by a phenomenal rate from 16 million to 60 million per annum by 2006. “I think what characterises the business is this level of performance improvement,” explains David Stretch, managing director of Serco Docklands.

“Service reliability rose from just under 90 per cent in 1997 to 97.6 per cent in 2006, with customer satisfaction seeing a similar increase from 76.3 per cent in 1997 to 96.8 per cent in 2006, and again this has progressed further in the second franchise period. One of Serco Docklands’ governing principles is the delivery of its promises, and subsequently building the trust and confidence of our client, DLRL, in our ability to continue to achieve that. This focus on delivering the performance demands of both client and passengers, I believe was key to Serco Docklands being awarded its second franchise.”

The delivery of high performance services within people-orientated businesses has been a defining aspect of David’s 16-year professional career within the transport sector. An accountant by background, David left the profession in 1995 to join National Express Group as financial accountant. Shortly after he moved into business development, where through the acquisition of several bus and coach businesses, he helped drive the Group’s success in Australia, notably during the 2000 Sydney Olympic Games. Various leadership roles in major organisations such as Gatwick Express where he was managing director for four years, and BAA Gatwick Airport followed, with David assuming his current role as managing director of Serco Docklands in October 2010.

Truly integrated
As well as DLRL, Serco Docklands also works alongside three concessionaries, which manage three of the network’s recent extensions – City Greenwich Lewisham (CGL) Rail, City Airport Rail Enterprises (CARE), and Woolwich Arsenal Rail Enterprises (WARE). David outlines the importance of this integrated approach: “I think part of what attracted me to this position is the unique nature of the DLR with regards to the level of true integration between the trains, tracks, stations, and signalling, and therefore having this ability to impact on every part of the railway.

“However whilst we are vertically integrated, we don’t own, manage and run everything, and therefore it is imperative that we work alongside DLRL, the three concessionaries, and our signalling system suppliers – Thales. These close relationships are apparent at every level from executive director through to our front-line staff, and I believe are what has enabled us to deliver so much over the last ten years. However, since I joined the business I have worked to instil that no matter who manages each part of the railway, every passenger who uses the network is Serco Docklands’ passenger, and this ensures that the focus remains on delivering services that meet their needs.”

This customer dedication is also apparent in Serco Docklands’ unique community ambassador programme. Working alongside social groups and authorities, this multilingual team goes out amongst the local communities to help bring passengers, who may not speak English as their first language, onto the network. “This is an award-winning service that has been recognised by the Mayor, and as such I am very proud that we still have strong ties to our roots in the community,” adds David.

Growing network
Since its opening, DLR has expanded faster than any other UK railway in a bid to continue to meet the ever-developing needs of east London. Whilst the Bank and Beckton branches were completed prior to Serco Docklands gaining the franchise, the business has introduced passenger services on the Lewisham, Woolwich Arsenal, and London City Airport extensions, as well as the upcoming Stratford International line. “One of our key challenges has been delivering services to passengers at a time when we have been building and growing as a network, and only by relentlessly focusing on the passenger and working closely with DLRL have we been able to fulfil that,” notes David.

“With live services expected to be running from summer 2011, the Stratford International extension will bring a new fifth route to the Serco Docklands franchise. Although the capital build itself is being carried out by DLRL in a joint venture with Skanska and Volker Rail, we have been heavily involved in the project from contractor access and project management through to signalling and infrastructure works. Once operational this new line will further open up that aspect of community with five new stations from Canning Town, via the old North London line, up to Stratford International. As such it will offer accessible travel for many of the local communities, as well as supporting the international traffic from Stratford International into Canary Wharf and beyond.”

Olympic ambitions
As one of the key transport providers for the London 2012 Olympic Games, this extension forms a core part of Serco Docklands’ delivery during this influx of activity. Extensive planning into providing services during this period is still ongoing, with investment into a whole host of additional planning and test events taking place between now and July 2012. “One of the things that attracted me to Serco Docklands is that it is a passenger focused-business, with a huge challenge of delivering the public transport aspirations for the Olympic Games. So it’s a phenomenally exciting prospect, and an opportunity to really showcase what this railway can do, and what Serco Docklands can deliver with its partners,” enthuses David.

Successful test events, including during the London Marathon earlier in the year, have already been carried out, alongside DLR’s major investments into fleet and station upgrades, and recruitment, as Serco Docklands looks to align the network with demand. David comments on how servicing such a major international event will impact on the business: “I think that it will enhance our reputation as we will be able to demonstrate how we can provide fantastic service under immense pressure, and major public scrutiny.

“Undoubtedly the whole network will be busy with passenger numbers expected to increase from 270,000 a day on average to approximately 450,000. The supply aspect of meeting this demand will be achieved through our increased number of vehicles, later operating times, and all-day high frequency intensive service. With such high volumes of passengers, including international guests, expected to use the network during the Olympics, the delivery of service and overall customer experience remains critical to our success.”

Strategic planning
Whilst the optimal delivery of services to the Olympic Games is naturally at the forefront of Serco Docklands’ strategy at present, the business is also continuing to gear itself towards the predicted increase in passenger numbers over the next year. “From 2010 to March 2011, we carried just under 13 per cent more passengers than in the prior 12 months, which given the challenging economic conditions is a substantial increase,” notes David.

“Again, part of this is down to the affordable and accessible aspect of what the network stands for, and giving passengers confidence in DLR as a reliable transport alternative to get to work and leisure destinations. By the end of Serco Docklands’ second franchise, I am very confident that we’ll be approaching the 100 million passengers landmark, so the business is very well placed to accommodate that growth.”

Serco Docklands also recently launched its strategic plan, ‘every journey matters’, for taking the business ahead into a prospective third franchise – a development spearheaded by David: “I believe ‘every journey matters’ sums up everything Serco Docklands is about – focusing firstly on our passengers, respecting and working proactively with our client, and harnessing the skills and capabilities of our employees. Our vision is to provide the best travel experience for London’s passengers, and to be the pride of TfL’s portfolio.”

He concludes: “Three to five years down the line, I fully expect Serco Docklands to be in tender for or operating its third generation franchise, where I hope we will be providing greater services to more passengers with continued increases in reliability and satisfaction. There are already some plans for where this railway can go next, and I think it is testament to the success of this business that TfL and other bodies are looking at where we can expand DLR to next.

Serco Docklands (Docklands Light Railway)
Tel: +44 (0) 2073 639 500
Email: cservice@sercodocklands.co.uk
Web: www.serco.com