Using Orlo Insights to improve M6Toll services

Getting value from data to help members of the public.

Getting Set Up For Success

The Client: M6Toll. As the UK’s only privately funded motorway, the M6Toll is a infrastructure partner dedicated to bypassing West Midlands congestion.

The Project: Proactive Monitoring. Transitioning from native monitoring to the Orlo platform, moving the team away from being reactive to a streamlined process designed for proactive inbound management for direct and indirect mentions.

The Goal & Target Outcomes

Understanding Sentiment: Leverage Orlo Insights to understand public perception across core operational issues.
Proactive Risk Management: Increase the ability to identify incidents quickly before they escalate.
Partner Collaboration: Tracking mentions of partners for collaborating on social media.

How Implementation Equipped M6Toll for Proactive Monitoring

Through a comprehensive implementation, M6Toll has moved from a restricted, native view of inbound mentions to a unified monitoring approach.

The Process

Mentions Categorisation: Established a detailed tagging process to segment service mentions by key themes (e.g., Pricing, Incidents, Maintenance), allowing the team to isolate and analyse specific service areas.
Real-Time Dashboards: Created filtered dashboards for both Direct and Indirect mentions. Ensuring the team can spot high-interest conversations as they happen.
Organised Reporting: Developed tailored reporting suites covering direct/ indirect mentions, incidents, and Charity Partner mentions, providing a clear, overview of all brand activity over the last quarter.

Key Outcome – By leveraging Orlo’s features, M6Toll now possesses a robust, process for monitoring and reporting, shifting the focus from manual tracking to proactive monitoring.

Mentions Categorisation: Understanding Pricing Mentions

M6toll required a streamlined way to monitor public perception of their pricing services. With pricing changes being a sensitive communication touchpoint, the Senior Leadership Team (SLT) needed a comprehensive view of both direct feedback and indirect mentions after a recent change.

The Solution

The implementation team deployed a bespoke report within Orlo to centralise pricing mentions. The Report focused on five key data pillars:

Volume Tracking: Monitoring total mentions to gauge the volume of mentions on pricing.
Sentiment & Emotion: Breaking down the thoughts beyond simple keywords.
Thematic Analysis: Identifying specific positive and negative drivers behind the data.
Trends: Mapping results over time to and easily identify spikes in conversations, such as, financial risks.

The Outcomes

Automated Intelligence: Eliminated manual data mining by using Orlo Insights allowing the team to access pricing insights in seconds rather than hours.
SLT Visibility: Delivered a high-level report that provided leadership with immediate clarity on how pricing changes were being received by members of the public

Long Term Impact

Strategic Outcomes

The M6Toll team is no longer operating on assumptions. With this data, the team can now:

Target Sentiment Recovery: Implement specific messaging to address service-related friction.
Track Trends: Establish a baseline to measure the long-term impact of operational changes off the back of Orlo’s data.
Optimise Resources: Focus engagement where the demand is highest e.g.,disruption posts for ongoing incidents.

Using Orlo Insights to improve M6Toll services

Getting Set Up For Success

How Implementation Equipped M6Toll for Proactive Monitoring

Mentions Categorisation: Understanding Pricing Mentions

Long Term Impact

See Orlo in action.

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