Improving the Customer Experience - pt 5 of "A Market Focused Paradigm for Public Transit"

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This is the FIFTH in a series of presentations that deals with the question: how can we make public transit systems more effective at attracting new riders and shaping urban regions? Alan Hoffman, an internationally recognized expert in transit markets, discusses the findings of market research he has conducted or supervised, as well as his work advising cities and regions across the planet on how to improve their transit systems.

This fifth presentation explores the third of the three key strategic variables introduced in Part Two: Customer Experience. It features detailed views of twelve of the many dimensions of customer experience, with many dozens of examples drawn from around the world.

The Mission Group is a strategy firm that has helped many cities devise strategies to boost the long-term effectiveness of their transit planning so that they can set and achieve ambitious goals for transforming the role that transit plays in their regions. We're the experts in transit markets.

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Improving the Customer Experience - pt 5 of "A Market Focused Paradigm for Public Transit"

  1. 1. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 1© 1998-2013 by The Mission Group. All rights reserved. A Market-Focused Paradigm for Public Transit THE MISSION GROUP Part 5—Improving the Customer Experience Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missionconsult.com © 2013 by The Mission Group. All Rights Reserved. PART 5 A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 1© 1998-2013 by The Mission Group. All rights reserved. A Market-Focused Paradigm for Public Transit THE MISSION GROUP Part 5—Improving the Customer Experience Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missiongrouponline.com © 2013 by The Mission Group. All Rights Reserved. PART 5www.missionconsult.com
  2. 2. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 2© 1998-2013 by The Mission Group. All rights reserved. In part 2 of this presentation, we identified the three key strategic variables that drive modal choice: In parts 3 & 4, we looked at Network Structure and System Performance. Here in part 5, we’ll look at improving the Customer Experience. Network Structure (Connectivity) System Performance (Time) Customer Experience
  3. 3. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 3© 1998-2013 by The Mission Group. All rights reserved.
  4. 4. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 4© 1998-2013 by The Mission Group. All rights reserved. Seriously, you’re having trouble competing against this?
  5. 5. The Customer Experience isn’t so much about amenities, like whether or not there’s a trash can; it’s about everything a person experiences and feels as a result of and during the service encounter.
  6. 6. Ultimately, it’s about whether your customer feels like she or he made the right choice after using your transit option.
  7. 7. There are many dimensions to the Customer Experience. Here are just a few:
  8. 8. Station Design
  9. 9. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 10© 1998-2013 by The Mission Group. All rights reserved. Station Design | Waiting by the side of the road? BRT Station, Pittsburgh South Busway
  10. 10. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 11© 1998-2013 by The Mission Group. All rights reserved. Station Design | Waiting by the side of the road? Rapid Bus Station, Seattle Info pole blocking sidewalk
  11. 11. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 12© 1998-2013 by The Mission Group. All rights reserved. Station Design | Protection from the elements? BRT Station, Snohomish County, WA Wind/rain screens face both directions Fare machines under roof
  12. 12. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 13© 1998-2013 by The Mission Group. All rights reserved. Station Design | Protection from the elements? BRT Station, Sydney T-Way
  13. 13. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 14© 1998-2013 by The Mission Group. All rights reserved. Station Design | Protection from the elements? BRT Station, Dakota County, MN Climate- controlled waiting area Direct entry to bus
  14. 14. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 15© 1998-2013 by The Mission Group. All rights reserved. Station Design | Protection from the elements? Light Rail Station, Minneapolis Overhead heaters Open to wind
  15. 15. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 16© 1998-2013 by The Mission Group. All rights reserved. Station Design | Ease of maneuver? Blocked Open
  16. 16. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 17© 1998-2013 by The Mission Group. All rights reserved. Station Design | Link to surrounding land uses? Light Rail Station, Portland, OR
  17. 17. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 18© 1998-2013 by The Mission Group. All rights reserved. Station Design | Link to surrounding land uses? Streetcar Station, Tampa
  18. 18. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 19© 1998-2013 by The Mission Group. All rights reserved. Station Design | Link to surrounding land uses? Transitway Station, Ottawa
  19. 19. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 20© 1998-2013 by The Mission Group. All rights reserved. Old New Woolangabba Stadium Station, Brisbane Station DesignStation Design | Quality of materials/construction?
  20. 20. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 21© 1998-2013 by The Mission Group. All rights reserved. Station Design | Quality of materials/construction?
  21. 21. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 22© 1998-2013 by The Mission Group. All rights reserved. Station Design | Architectural significance? BRT Station, San Diego
  22. 22. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 23© 1998-2013 by The Mission Group. All rights reserved. Station Design | Architectural significance? Streetcar Station, Tampa
  23. 23. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 24© 1998-2013 by The Mission Group. All rights reserved. Station DesignStation Design | Architectural significance? Streetcar Station, Tampa
  24. 24. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 25© 1998-2013 by The Mission Group. All rights reserved. Station Design | Landscaping? North Shore Busway Station, Auckland, NZ
  25. 25. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 26© 1998-2013 by The Mission Group. All rights reserved. BRT Stations: Bogota Station Design | Protection from moving vehicles? TransMilenio BRT Station, Bogotá
  26. 26. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 27© 1998-2013 by The Mission Group. All rights reserved. Station Design | Protection from moving vehicles? Tourist Transit Stop, Orlando (Kissimmee) Wide overhang Setback from street
  27. 27. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 28© 1998-2013 by The Mission Group. All rights reserved. Station Design | Protection from moving vehicles? BRT Station, Xiamen, China
  28. 28. Mapping
  29. 29. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 30© 1998-2013 by The Mission Group. All rights reserved. Glasgow: The Overground Mapping | Topological (network) or topographical?
  30. 30. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 31© 1998-2013 by The Mission Group. All rights reserved. Mapping | Topological (network) or topographical?
  31. 31. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 32© 1998-2013 by The Mission Group. All rights reserved. Mapping | Topological (network) or topographical?
  32. 32. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 33© 1998-2013 by The Mission Group. All rights reserved. Mapping | Topological (network) or topographical?
  33. 33. Payment
  34. 34. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 35© 1998-2013 by The Mission Group. All rights reserved. Payment | User friendly?
  35. 35. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 36© 1998-2013 by The Mission Group. All rights reserved. Payment | Smart cards?
  36. 36. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 37© 1998-2013 by The Mission Group. All rights reserved. Payment | Barrier free or controlled entry?
  37. 37. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 38© 1998-2013 by The Mission Group. All rights reserved. Payment | Onboard or offboard?
  38. 38. Boarding
  39. 39. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 40© 1998-2013 by The Mission Group. All rights reserved. Level—No Step Boarding | Level or step? Light Rail Station, Portland, OR
  40. 40. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 41© 1998-2013 by The Mission Group. All rights reserved. Level—No Step Boarding | Level or step? Metrobús BRT Station, Mexico City
  41. 41. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 42© 1998-2013 by The Mission Group. All rights reserved. Moderate Step Big Step Boarding | Level or step?
  42. 42. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 43© 1998-2013 by The Mission Group. All rights reserved. Extra-Wide Doors Boarding | Door width?
  43. 43. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 44© 1998-2013 by The Mission Group. All rights reserved. Boarding | Door width? BRT, Beijing
  44. 44. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 45© 1998-2013 by The Mission Group. All rights reserved. Boarding | Door width? Supertram, Strasbourg, France
  45. 45. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 46© 1998-2013 by The Mission Group. All rights reserved. Enclosed Stations: Curitiba Boarding | Gap or no gap? BRT Station, Curitiba, Brazil
  46. 46. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 47© 1998-2013 by The Mission Group. All rights reserved. Boarding | Disabled access? BRT Station, Curitiba, Brazil
  47. 47. Walking Access
  48. 48. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 49© 1998-2013 by The Mission Group. All rights reserved. Walking Access | Pedestrian friendly? Harbor Transitway Station, Los Angeles
  49. 49. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 50© 1998-2013 by The Mission Group. All rights reserved. Walking Access | Landscaping? Southeast Busway BRT Station, Brisbane, Australia
  50. 50. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 51© 1998-2013 by The Mission Group. All rights reserved. Walking Access | Protection from the elements? Pedestrian Tunnel to TransMilenio BRT Station, Bogotá
  51. 51. Social Environment
  52. 52. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 53© 1998-2013 by The Mission Group. All rights reserved. Social Environment | Broad socioeconomic appeal? North Shore Busway Station, Auckland, NZ
  53. 53. Vehicle Interiors
  54. 54. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 55© 1998-2013 by The Mission Group. All rights reserved. Vehicle Interiors | Cluttered or open?
  55. 55. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 56© 1998-2013 by The Mission Group. All rights reserved. Vehicle Interiors | Cluttered or open?
  56. 56. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 57© 1998-2013 by The Mission Group. All rights reserved. Vehicle Interiors | Cluttered or open?
  57. 57. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 58© 1998-2013 by The Mission Group. All rights reserved. Vehicle Interiors | Cluttered or open?
  58. 58. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 59© 1998-2013 by The Mission Group. All rights reserved. Vehicle Interiors | Wheelchair seating?
  59. 59. Vehicle Exteriors
  60. 60. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 61© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Aerodynamic?
  61. 61. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 62© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Aerodynamic?
  62. 62. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 63© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Aerodynamic?
  63. 63. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 64© 1998-2013 by The Mission Group. All rights reserved. These are the same bus, but with differe nt Vehicle Exteriors | Livery?
  64. 64. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 65© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Livery?
  65. 65. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 66© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Livery?
  66. 66. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 67© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Livery?
  67. 67. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 68© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Transparency (outside looking in)?
  68. 68. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 69© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Transparency (outside looking in)?
  69. 69. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 70© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Transparency (outside looking in)?
  70. 70. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 71© 1998-2013 by The Mission Group. All rights reserved. Vehicle Exteriors | Small and cute?
  71. 71. Transfers
  72. 72. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 73© 1998-2013 by The Mission Group. All rights reserved. Transfers | How easy? BRT/Metro Transfer Station, Mexico City
  73. 73. Running Ways
  74. 74. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 75© 1998-2013 by The Mission Group. All rights reserved. Running Ways | Interference from cars & pedestrians? Bus Lane, Sydney
  75. 75. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 76© 1998-2013 by The Mission Group. All rights reserved. Running Ways | Interference from cars & pedestrians? Bus Lane, Las Vegas
  76. 76. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 77© 1998-2013 by The Mission Group. All rights reserved. Running Ways | Isolation from auto traffic? Streetcar Tracks, Tampa
  77. 77. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 78© 1998-2013 by The Mission Group. All rights reserved. Running Ways | Isolation from auto traffic? EmX BRT “Tracks,” Eugene, OR
  78. 78. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 79© 1998-2013 by The Mission Group. All rights reserved. Boston: Silver Line BRT Running Ways | How attractive an environment? Image courtesy of Sam Zimmerman Silver Line BRT Lane, Boston
  79. 79. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 80© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How attractive an environment? Tramway Tracks, Melbourne
  80. 80. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 81© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How attractive an environment? Supertram, Strasbourg, France
  81. 81. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 82© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How well integrated into urban fabric? 16th St Transit Mall Busway, Denver
  82. 82. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 83© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How well integrated into urban fabric? Transit Adjacent Development, Calgary
  83. 83. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 84© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How well integrated into urban fabric? Transitway, Nantes, France
  84. 84. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 85© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How well integrated into urban fabric? Proposed BRT T-Way, Washington, DC
  85. 85. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 86© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How well integrated into urban fabric? BRT Transitway, Curitiba, Brazil
  86. 86. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 87© 1998-2013 by The Mission Group. All rights reserved. Running Ways | How well integrated into urban fabric? Euclid Ave BRT Station, Cleveland
  87. 87. Passen- ger Info
  88. 88. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 89© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Live information? Metro Rapid Stop, Los Angeles
  89. 89. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 90© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Live information? Tramway Stop, Melbourne
  90. 90. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 91© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Live information? BRT Station, Brisbane, Australia
  91. 91. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 92© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Live info kiosks? Tramway Stop, Melbourne
  92. 92. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 93© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Clarity of information?
  93. 93. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 94© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Clarity of information?
  94. 94. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 95© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Legibility of signage?
  95. 95. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 96© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Accuracy of second language?
  96. 96. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 97© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Clarity of instructions?
  97. 97. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 98© 1998-2013 by The Mission Group. All rights reserved. Passenger Info | Smartphone apps?
  98. 98. Traffic
  99. 99. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 100© 1998-2013 by The Mission Group. All rights reserved. Orlando Freeways Relationship to Traffic | Able to bypass congestion? Bus Shoulder Lane, Minneapolis
  100. 100. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 101© 1998-2013 by The Mission Group. All rights reserved. V-Ways (“Virtual” Busways) Relationship to Traffic | Signal priority?
  101. 101. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 102© 1998-2013 by The Mission Group. All rights reserved. Relationship to Traffic | Grade separated right-of-way? Light Rail Line, San Diego
  102. 102. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 103© 1998-2013 by The Mission Group. All rights reserved. Relationship to Traffic | Grade separated right-of-way? Southeast Busway, Brisbane, Australia
  103. 103. There are even more dimensions to the Customer Experience…
  104. 104. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 105© 1998-2013 by The Mission Group. All rights reserved. Bicycle Integration Onboard Bike Stands, Snohomish County BRT, WA Bicycles roll right on; no lifting!
  105. 105. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 106© 1998-2013 by The Mission Group. All rights reserved. … are we having fun yet? Ride Quality
  106. 106. The list goes on.
  107. 107. The Mission Group conducts Customer Experience Audits for agencies and other organizations interested in improving their transit systems and building long-term ridership. THE MISSION GROUP We’re the transit market experts. 3725 Talbot Street, Suite E • San Diego, California 92106 USA +1 (619) 232-1776 • info@missiongrouponline.com
  108. 108. In the next part of this series, we’ll address the question: Does mode matter?
  109. 109. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 110© 1998-2013 by The Mission Group. All rights reserved. THE MISSION GROUP 3725 Talbot Street, Suite E • San Diego, California 92106 USA +1 (619) 232-1776 • info@missiongrouponline.com Transit Network Reviews Transit Planning Support Transit Market & Ridership Studies Customer Experience Audits Innovative Alternatives Generation Long-Term Vision Plans & Strategies “Quickway” Network Proposals Presentations and White Papers Workshops and Seminars We’re the transit market experts.

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