Serco London Cycle Hire Scheme Case Study The Client TfL awarded Serco a £140m contract in August 2009 to design, develop and operate what would become known as the London Cycle Hire Scheme. The introduction of a cycle hire scheme was viewed as a way to make short trips in central London faster and simpler, solving issues such as access to a bike, secure parking, fear of theft, maintenance and storage. Macfarlane and Serco Creating a public bicycle sharing scheme came with real challenges, including an extremely tight timescale and intense public interest and scrutiny. Macfarlane were selected over other competitors to provide a contact centre system capable of serving such a high-profile contract providing Automatic Call Distribution, Interactive Vo

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