Draft proposal:
Customer-Focused Service & Organisational Concept
By Experience Management Consult
Content:
Executive Summary
Detailed timeline and content
Pricing overview
The boring stuff - Terms and conditions
Additional elements that can be added if needed
Meet the team
Next steps
Made for
Executive Summary
You've outlined a vision where exceptional customer experiences in the Copenhagen Metro extend far beyond reliable daily operations. You're seeking engaging journeys that attract new passengers, boost loyalty among existing riders, and demonstrate genuine inclusivity and accessibility—particularly for special-needs travellers, tourists, and neurodivergent passengers.
Equally, you're aiming to foster a strong, customer-focused culture internally, an organisation to support this, ensuring frontline employees are highly skilled, motivated, and engaged during the operational transition and beyond.
This proposal provides a comprehensive yet strategic framework to deliver:
Exceptional, consistent service experiences.
Deep understanding of passenger needs, including invisible accessibility barriers.
Robust steward training programmes with ongoing support and evaluation.
Effective handling of major disruptions, events, and construction-related flow challenges through seamless wayfinding concepts based on behavioural design principles.
Detailed Timeline and Content
Discover phase
(week 14-26)
Data Review & Insight Gathering week
Strategic Alignment & Concept Workshops
Alignment workshop (Stine, Carla, Kaare) to confirm strategic goals and refine the approach.
Deep analysis of relevant existing data:
Wilke survey
Wilke qualitative study
Tender materials
Best practices
Qualitative Accessibility Study: Experienced Barriers for the Neurodivergent Passenger
Recruit and conduct metro ride-alongs with 5 neurodivergent passengers (autism, ADHD, dyslexia, etc.) to identify barriers and opportunities for improvement.
In-depth qualitative analysis, clearly articulated report with actionable recommendations integrated into your final service concept
Detailed concepts development workshops with Behavioural Design Expert
Behavioural design and planning relating to unplanned and planned disruptions such as construction, major events like World Championship Cycling, Concerts in Parken etc.
Develop phase
(Week 17 - 27)
For it’s completion, this phase is dependent on survey results and qualitative study data from Wilke.
Which should be received 12 weeks from kick off (Week 26)
Comprehensive Steward Training Concept
Full concept development of steward training programme covering conflict resolution, inclusive service delivery, accessibility, hostmanship, and continuous on-the-job support methodology.
Week 22: Delivery of first rough draft of the concept for review.
Behavioural Design & Passenger Flow Concept
Development of behaviour-driven wayfinding solutions, effective passenger flow management (everyday, construction, disruption scenarios), and targeted communication methods for IRR and events.
Delivery
week 30
Presentation of proposed concepts
Service Design, outline of training ambitions and organisational design concepts
Behavioural design concepts around wayfinding and flow management
Delivery is expected to be a 10-20 page word document with detailed explanations of concepts.
Revision of document after comments
Follow up meetings to make sure delivery is 100% satisfactory
Pricing Overview
Below is a detailed overview of each project component, including considered time estimates and total sum for each component.
Our standard daily consulting rate is 12,500 DKK (1,670 EUR).
However, to align with budget expectations, we're pleased to offer a reduced daily rate of 10,000 DKK (1,330 EUR).
Reducing the total cost of the full proposal from :
312.500 DKK I EUR 41.660 to
250.000 DKK I EUR 33.330
Service Components and time estimate
Data Review & Insight Gathering 10 days total
Dedicated to strategic kick-off meetings and an in-depth analysis of Wilke survey data, relevant tender materials, undercover insights from current Metro operations, and international industry best practices.
This critical phase also includes mapping of hidden barriers to friction-free passenger journeys—specifically from the perspective of neurodivergent passengers—ensuring that all insights directly enhance inclusivity, service excellence, and passenger attraction.
We will interview our respondents as they are using the metro, capturing in real time behaviours, reactions, confusion and stress.
This hands-on approach includes detailed observational fieldwork, analysis, and actionable reporting designed specifically to improve passenger experience and accessibility for all Metro passengers. Capturing and understanding the experience of individuals prone to experience stress on environments like the Metro system will give us insights with which we can make the journey more stress free and easy for all passengers.
Findings will directly inform and shape both the steward training programmes—emphasising inclusive hostmanship and service awareness—and behavioural design strategies for seamless passenger wayfinding and intuitive flow.
Total 100.000 DKK I EUR 13.330
1 day workshop to align strategic goals (Stine, Kaare, Carla)
1 day workshop to align Behavioural Design Content
4 days: To prepare program, content, facilitation and consolidation of workshop output
Strategic Alignment & Concept Workshops
Total 60.000 DKK I EUR 8.000
5 days: Full steward training programme development: conflict resolution, accessibility, hostmanship, inclusive service delivery, and on-the-job coaching structure.
Comprehensive Steward Training Concept
Total 50.000 DKK I EUR 6.660
Behavioural Design & Passenger Flow Concept
4 days: Behavioural-driven wayfinding concepts, passenger flow optimisation during disruptions, construction, special events, and clear IRR communication strategies.
Total 40.000 DKK I EUR 5.330
Full package total
250.000 DKK I EUR 33.330 EUR + VAT
The Boring Stuff…
Terms and conditions
Validity of Proposal
This proposal is valid for 30 days from the date of issue.
After this period, pricing and scope may be subject to revision.
Payment Terms
50% of the total project fee will be invoiced upon project kickoff.
As work began in week 14, this portion will be invoiced immediately.25% of the total project fee will be invoiced in week 22, upon submission of the initial draft or concept outline.
If the delivery of the draft is delayed due to Experience Management Consult, the invoice will be issued at the time of delivery.
If the delay is due to operational circumstances at KEOLIS, the invoice will still be issued in week 22, and the draft will be delivered as soon as KEOLIS is able to receive it.25% of the total project fee will be invoiced in week 30, upon final delivery of the completed project.
If the draft delivery is delayed due to Experience Management Consult, the invoice will be issued upon final delivery.
If the delay is due to KEOLIS-related operational factors, the invoice will still be issued in week 30, and final delivery will take place as soon as KEOLIS is ready to receive it.
All prices are exclusive of VAT unless otherwise specified.
Travel Expenses
No travel expenses are anticipated for this project. Therefore, the quoted price does not include travel-related costs (e.g., transportation, accommodation, meals). However, if travel becomes necessary, the following terms apply:
Train and airline tickets will be invoiced at cost price.
Hotel and F&B will be invoiced at a daily rate of 2,500 DKK / 330 EUR + VAT.
All travel-related expenses will be agreed upon in advance and invoiced separately.
Cancellation & Scope Changes
If the project is cancelled or the scope is significantly reduced after project commencement, any completed work will be invoiced based on actual days worked, calculated at a reduced daily rate of 10,000 DKK/day.
Any substantial scope changes requested after project initiation may result in additional charges. These changes will be clearly communicated and require mutual written approval before proceeding.
Confidentiality & Ownership
All materials and intellectual property produced during this project remain the property of Experience Management Consult until full payment has been received.
Upon full payment, ownership rights will transfer to KEOLIS.
Both parties agree to maintain strict confidentiality regarding all sensitive business information exchanged or disclosed during the course of this engagement.
Liability
Experience Management Consult provides professional advice and recommendations based on best practices and expertise. However, the implementation and outcomes remain the responsibility of the client.
Can be added as needed
Additional Options
People-Side Risk Assessment & Change Management Plan
A comprehensive assessment addressing potential challenges and mitigating people-side risks during the operational handover.
Includes a practical roadmap for staff onboarding, cultural alignment, and long-term employee engagement strategies.
Scope:
4 days of risk assessment and strategic transition planning focused on people-side risks. The process ensures smooth staff integration, operational continuity, and strong employee engagement.
Includes a ½-day kickoff workshop to align expectations and priorities.
Total: 40,000 DKK | EUR 5,330
Ad Hoc Consulting – Prepaid Package
If ad hoc consulting is needed beyond the scope of what is described above:
A 20-hour prepaid consulting package is available at an hourly rate of 1,250 DKK + VAT (aligned with the project day rate). This provides flexible access to expert input as needed throughout the tenderprocess.
If consulting, beyond what is described above, is requested on an ad hoc basis without a package, it will be invoiced at our standard hourly rate of 2,500 DKK + VAT, reflecting the additional coordination and planning required for on-demand support.
Meet the Team
Stine Marsal, CEO Experience Management Consult
Award-winning Customer Experience Strategist Specialising in Inclusive Service Design, Operational Efficiency, and Frontline Employee Excellence
Stine Marsal is a sociologist and award-winning customer experience specialist, renowned for her expertise in inclusive service design and operationally efficient frontline staff training.
She has extensive experience leading strategic, customer-centric initiatives for high-profile organisations operating in large-scale, high-traffic environments, where navigating strict regulatory requirements for safety, compliance, and efficiency is critical. Her portfolio includes transformational projects for Copenhagen Airport, Berlin Airport, Tivoli Gardens, and LEGO House.
Previously, as Director of Service Excellence at Copenhagen Airport, Stine spearheaded initiatives that earned international recognition, achieving prestigious accolades including World's Best Security Experience, Most Efficient Airport in Northern Europe, and Best Airport Experience.
Stine's unique ability to combine customer experience strategy, deep operational insight, behavioural science expertise, and a nuanced understanding of employee engagement and diverse passenger needs, positions her ideally to deliver the customer-focused vision at the core of the Metro project.
Pia Stanelt, Senior Change Management Expert Specialising in Organisational Transitions, Employee Engagement, and Operational Continuity
Pia Kruse Stanelt is a highly experienced change management specialist who excels at navigating complex organisational transitions, particularly in large, customer-facing environments.
With extensive experience from leading Danish organisations—including DSB, Sund & Bælt, Novo Nordisk, SOS International, and Copenhagen Airport—Pia combines strategic insight with practical expertise, ensuring smooth and effective transitions.
Pia’s strength lies in crafting clear, actionable roadmaps that prioritise employee motivation, cultural alignment, and operational stability.
Her proven track record of transforming strategic goals into tangible, employee-led actions makes her uniquely suited to drive the successful organisational transition essential to the Metro project's success.
Mille Hewalo – Behavioural Design Specialist and Organisational Psychologist Specialising in Intuitive Wayfinding, Passenger Flow Management, and Operational Excellence
Mille Hewalo is an organisational psychologist and behavioural design specialist with extensive experience from Copenhagen Airports. With a unique background as an officer in the Danish Army specialising in hostage recovery operations, Mille combines insights from behavioural science, neuropsychological research and operational leadership. Mille translates complex behavioural insights into practical, customer-centric design solutions that work.
For her work at Copenhagen Airports, she is renowned for intuitive wayfinding, effective passenger flow management, and award-winning design.
Mille excels at developing innovative strategies to enhance passenger experiences, ensuring smooth and intuitive journeys even during complex or disruptive situations.
Next step
Upon acceptance of the offer, Experience Management Consult will develop a detailed project plan with dedicated deadlines and schedule regular project meeting when necessary.