The last year has been an exciting time for the Sheffield-based business formerly known as Diamond Seating.
In just twelve months, it has firmly established itself as Diamond Rail Services, delivering an expanded suite of capabilities to its customers. No longer simply a train seating specialist, it has become a proven name in full interior refurbishment.
Over the last year, Diamond Rail Services has gathered momentum that has surprised some of its most loyal customers. Despite the challenges of COVID-19, the team rolled up its sleeves and proved, time and again, that it can deliver top-tier turnkey engineering and maintenance services. This work includes sourcing, manufacturing, installation, certification, and asset management, including labour supply.
But why expand into new areas in the wake of a pandemic? Why not wait until less turbulent times for the industry?
“It was the right moment,” said Jenny Dempsey, business development director at Diamond Rail Services. “The world had changed, and rail operators needed a partner to help them rise to the challenge.
“Lockdown meant people had re-evaluated what clean and reliable meant. There was no question that customer perception was more important than ever.
“We knew we could help those responsible for rolling stock achieve this.”
The result is a range of new orders from the likes of South Western Railway and Great Western Railway. This meant that, along with a new look, new name and new website, staff at Diamond Rail Services were energised by its new vision for the industry.
“I know a lot of people who have said that Diamond has changed,” Jenny said. “And it has: we are able to help customers with much, much more than we could have done years ago, and that adds extra positivity to the business.
“But in some ways, some things haven’t changed. It may sound like a paradox, but to be this agile, to adapt to customers’ needs the way we have, you also need strong roots. You need to be anchored by values that go back a long way.”
Diamond in demand
These roots stretch back to 1976. Today, Diamond Rail Services is a true 21st century business with a dynamic online presence and a bespoke range of engineering solutions; 46 years ago, however, the business began as a domestic upholstery service.
But there are certain things about Diamond that have endured. First, like in the 70s, Diamond Rail Services is still a family-owned company. Second, it places the customer at the centre of everything it does. Third, it is always keen to take on new challenges – to push itself to grow into new capabilities.
So, when word of mouth got around in 1976, and its domestic customers began recommending them to businesses, Diamond didn’t shy away from the prospect of growth.
In very little time, it had signed an agreement to carry out work for Wabtec Rail, based locally in Doncaster. It wasn’t long before Diamond had become the go-to for a number of train operating and rolling stock leasing companies.
Building a new brand
The rebranding process Diamond Rail Services underwent in 2021 wasn’t about a new website or stationary. It was, Jenny said, about looking back on a rich heritage to appreciate what makes Diamond Rail Services strong. It was about truly knowing what drives its staff to achieve great things.
“On the back of this, we were able to set out our core values,” she said. “These are the heart of Diamond Rail Services.
“By reflecting on these values and ensuring we act by them, we don’t lose what makes the business great. Instead, we build on what makes us better.”
These values are, Jenny says, a blueprint for client care. “At the core of our business is customer-centric service,” she said. “Collaboration is key. You have to work with a business and provide solutions from a position of true understanding.
“We also remind ourselves every day that we work as one team.
“Finally, Diamond Rail Services is about innovation. We are about solving the problems of today to help our customers deliver tomorrow’s rail services.”
Putting the brand to work
Do it right, and a rebrand can be a resounding success.
“I think most people associate us with our new brand now — they know we do a lot more than simply seats,” Jenny said.
“The biggest change customers appreciate is our Service Quality solutions. We have completed work with South Western Railway on their 15X and 455 fleets, which involved completing seat cover changes, painting rectifications and maintenance.
“The tasks were small but numerous; when you stand back, you see how this small-scale work, altogether, makes a major difference to an on board environment.
“This considered approach helps our customers deliver high-standard Service Quality results: ensuring they obtain incentives and not fails from the Department for Transport.
“We have also completed campaigns with Metrolink trams in Manchester, where we worked with them to remedy some serious graffiti and vandalism issues. We built on an already good relationship with the customer, and as a result, we were very pleased with the feedback we received.”
This kind of positive word of mouth is clearly helping drive the business to further success: “We have also seen a rise in enquiries by 60% for interior refurbishments,” Jenny said. “Our new service offer and the strong branding absolutely plays a part in that.”
Diamond Rail Services – proven capabilities
If 2021 was about growth for Diamond Rail Services and telling prospective customers what it was capable of, 2022 is about telling everyone what it has achieved. Jenny said: “We are proven!
“We continue to develop our Service Quality offering, and we have active conversations with several train operating companies and maintainers. The ambition for 2022 is to take the next step and gain a contract for interior maintenance. There are also a few refurbishment projects that Diamond will bid for that will benefit hugely from a turnkey approach.
“Our first project of the year is working on East Midland Railway’s 170 fleet. This will see us updating the seats in standard and first class and completing Service Quality audits for the operator. Diamond Rail Services is project managing this work, so we will also oversee all compliance requirements for EMR.
“Diamond aim to be the go-to supplier for turnkey projects. Our USP is that we can package up refurbishment work to be cost-effective for customers and give them a single point of contact as opposed to dealing with a lot of suppliers.”
Are there any other areas Diamond Rail Services wants to deliver on? Jenny says she can think of one key area.
“Aesthetics are important,” she said. “The look of your train is more than a nice-to-have.
“We would like to challenge maintenance regimes that neglect interior aesthetics and instead help make them integral.
“It’s so important that we deliver the best rail services possible for UK passengers. Good interior maintenance helps to keep the train on the track, but good aesthetics is part of what keeps customers returning.”
