Firstly, I would like to pay tribute to all of the staff who made WMSR a success in terms of customer service & passenger satisfaction. The customer service offered by the company was second to none & will be missed on what is fast becoming a very de-personalised & ulitarian rail network.
I also hope that most if not all of the erstwhile WMSR employees find suitable alternative employment as soon as possible. It's must be very unsettling to be told you have no job at such short notice! Best wishes & good luck to all of you.
Unfortunately, I didn't get chance to use WMSR as much as I would like to have done, largely down to the lack of advance fares at weekends over the latter months. I am aware of the reasons for this, (Evergreen 3 mainly), but the lack of dedicated WMSR fares can't have helped matters latterly.
One thing that puzzles me is the (almost) indecent haste in which WMSR's demise came about. OK, many posting on here will have been aware that the economics of the operation were, at best, marginal. However, when the end came, it was very sudden.
The service level was cut back to 3 trains each way on weekdays as from the December timetable change. Time & effort will have been put in to the timetable planning on the run up to December, not to mention the costs for changing the publicity involved. To then cease the service, one month on from this seems strange. DB/Arriva's decision to completly withdraw the service seemingly came out of the blue. This thread started on Wednesday 26 January, initially with some scepticism that the story was in fact true. By the end of Friday 28 January, it was all over! Off topic, but if DB/Arriva can act so quickly with one decision, why does the issue of Wi-fi on X/C continue to drag on...??
With the completion of phase 1 of the works between Banbury & London due by the next timetable change, services would have been speeded up somewhat. Whilst this may not have affected the balance sheet in the short term, it would have been a good starting point to re-launch the service as a 7 day a week operation & an opportunity to get a bigger share of the business market, given the faster journey times.
To me, the problem with WMSR was purely economic. If you are going to run a competing service, you have to compete either on speed or price. Comfort is a factor granted, but the harsh economic reailities of Britain in the 21st centrury dictate that £££'s come before comfort. To begin with WMSR only tried to compete on comfort & not speed or price and I think this may have been it's undoing.
A relatively slow journey time was never going to attract business people who are prepared to pay more money to save time. We may all complain about the eye-watering high "Anytime" fares charged on London flows, but they make a large contribution to the balance sheet of many TOC's. WMSR found this out after a while & had to abandon their standard class peak fares & heavily discount the "walk on" first class fares too. That change alone will have made a major dent in the company's revenue stream. At the other extreme, the advance fares offered when services first started were set too high to attract users (such as myself) who are more sensitive to price than speed. Again, these were revised in due course, but I fear that by the time they were revised, the damage had been done.
I'll freely admit I was put off using WMSR at first, due to the relatively high advance fares from Wrexham at first (£20 each way for standard class). I don't have priv, I don't work for the railway & I don't have a railcard so it made a difference. Latterly, the advance fares were cheaper, but the lack of availability at weekends then became a factor.
I'm sorry WMSR did not last a bit longer as I feel the tide would have turned in it's favour. However, I also feel that I have outlined the reasons for it's untimely demise above. Certainly, it wasn't for the lack of enthusiasim of the good people who worked on the trains and made it a haven of customer service excellence for an all to brief time.