Meet the UKTram Board - Customer Experience at the Core: Catch-up with Jo Bentley   In the latest instalment of our Meet the UKTram Board series, we catch up with Jo Bentley, Head of Customer Experience at Keolis Nottingham. Jo shares her passion for customer service, insights from working on tram systems both in the UK and internationally, and her aspirations for driving improvements across the light rail sector.  

Jo is a seasoned professional in light rail customer services, joined the UKTram board as a non-executive Director in 2022.  

Currently leading as Head of Customer Experience at Keolis Nottingham, Jo brings a wealth of experience from her previous role as Customer Service Manager on the same network. 

Her career trajectory took her internationally to Doha, where she established a new customer experience department for Keolis in preparation for the Metro's inauguration before the 2022 World Cup. After a fruitful stint abroad, Jo returned to the UK and worked with National Express within the transport sector before re-joining the Nottingham team. 

Upon her appointment to the board, Jo expressed her enthusiasm for supporting UKTram's mission to advocate as a unified voice for the light rail sector. 

Her extensive background and commitment to enhancing customer service in public transport make her a valuable asset to the board,  influencing positive change across the industry. 

We chatted with Jo about her priorities for light rail passenger experience and why customer voices need to shape industry decisions from the top. 

Q1: You’ve worked across light rail networks in the UK and internationally. How have those experiences shaped your approach to customer service in transport? 

It’s been invaluable and really broadened my perspective on customer expectations and service delivery. Different regions have unique cultural and operational nuances, but what remains constant is the need for reliability, clarity and empathy in customer service.  

Working on systems in the Middle East has opened my eyes to world-class customer service and enabled me to bring those aspirations to the UK. UK networks often face more complex legacy infrastructure challenges, which call for even more proactive communication and service recovery. These experiences shaped my approach to focus on efficiency but also on building trust and emotional connection with passengers through every touchpoint. 

Q2: In your role at Keolis Nottingham, what does delivering an exceptional customer experience mean in practice? 

At Keolis Nottingham, delivering an exceptional customer experience means going beyond just getting passengers from A to B. It involves ensuring they feel safe, informed, respected and valued throughout their journey. In practice, this translates to clear and timely communication during service disruptions, well-trained and empowered frontline staff, and an ongoing commitment to accessibility and inclusion.  

We also actively use passenger feedback to drive continuous improvement, ensuring our decisions are customer-led. Ultimately, it’s about creating a transport experience that people can depend on and enjoy. 

Q3: What changes or progress have you been most proud of or enjoyed to see in the UK’s light rail sector, particularly from a passenger perspective?

One of the most encouraging developments has been the sector’s growing commitment to inclusivity and digital innovation. Better real-time information systems and more accessible platforms and vehicles have undoubtedly enhanced the passenger experience. 

I’m particularly proud to have been involved in initiatives that improve the confidence and independence of vulnerable passengers, such as disability awareness training for staff. There’s also been a shift in recognising the importance of the “softer” elements of customer service, like empathy, which is crucial in creating a people-focused network. 

Q4: As a non-executive director at UKTram, what are your priorities or hopes for the future of customer experience across the wider light rail industry? 

My priority is to help embed customer experience as a strategic pillar across all light rail operations. I don’t see this as a frontline responsibility, but a boardroom agenda. I’d like to see increased standardisation of best practices across networks, particularly in areas like accessibility, passenger information and incident response.  

I also believe there’s a real opportunity to use data more effectively to understand passenger pain points and drive innovation. Long-term, I hope we can build an industry culture where the customer voice is central to every planning and investment decision, ensuring light rail continues to grow as an inclusive and sustainable mode of transport. 

Q5. If you could take any tram journey in the world (past or present), where would it be and why?  I’d love to take a tram journey in Japan. It's somewhere I’ve always wanted to visit and their transport system is known for being incredibly efficient and well-run. Even just seeing how their trams/trains operate would be a great learning experience. 

Whether advocating accessibility, pushing for innovation or helping frontline teams elevate the everyday, Jo’s focus remains clear: public transport should feel human.  

Jo's work with UKTram is helping ensure that customer experience remains a vital part of the journey for light rail.