SQUIRE is the Service QUality Inspection REgime. Inspectors from Transport Scotland routinetly check the standard of the stations and trains to ensure that First are doing a good job.
Here's the schedule. As you can see, it focuses on the standard of the stations and the trains, checking for cleanliness, comfort, customer service, good information provision...
It's an excellent regime, very thorough. However, I don't work in the rail industry, but you can see straight away that the targets are ridiculous; some benchmarks are at 99%. And, within that, the criteria are tough. I vaguley remember hearing/seeing somewhere that discarded "Metro" newspapers count as rubbish, and they're often thrown in the bin at 8am!
The real problem with this is that the train company comes out looking a hell of a lot worse at the end of it all. Impossible targets means constantly negative headlines for the company,
such as this one. I remember last year that Scotrail actually did quite well under SQUIRE: they improved on the previous year and met a number of their targets. But the press focussed on the negative, and the hard work of the staff was not recognised.