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Andrew Ayers


Andrew Ayers is a founder of VA Rail Ltd, a rail consultancy established in 2012. VA Rail plays a significant role within the GB rail industry, supporting train operators, owning groups, Network Rail, GBR and the DfT.

Andrew has over 29 years’ experience leading customer centric change programmes, brand strategy, sales and marketing, customer and service propositions and strategic business planning.

Since privatisation he has an impressive bid record and has been the architect for a number of award-winning change programmes, including c2c in the late 90’s, was the architect of the relaunch of Southern Railway, in 2005 and played a central role in launching the UK’s first high speed rail service, (South Eastern) in 2009.

As a consultant Andrew conceived and launched, Abellio Corporate Travel, a highly profitable business to business (B2B) operation and was central to developing the revenue generation and customer proposition for Greater Anglia and Stansted Express, resulting in considerable revenue growth. He has played senior roles within bid teams with Abellio and led mobilisation and transition teams for the Greater Anglia franchise (on two occasions), West Midlands Trains and East Midlands Railway (EMR).Andrew has been advising Chiltern Railways relating to their new business strategy, vision and purpose and the mobilisation and transition of their National Rail Contract (NRC), and annual business plans.

More recently Andrew was asked to help develop GBRTT Customer Value proposition, Customer Long Term Strategy and plan the Customer Experience (CX) mobilisation activity for Day 1 of the new GBR organisation. This involved developing and integrating CX as part of the wider Customer delivery plan, featuring brand, marketing, revenue, fares ticketing, retail and develop the foundational activity to enhance customer experience industry wide.

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