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Shaping success with communication - customer dialogue throughout the transit planning process

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Shaping Success with Communication
Customer Dialogue Throughout the Transit Planning Process
University of Manitoba Transp...
The Art and Science
Of Communication
ColourColour

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Shaping success with communication - customer dialogue throughout the transit planning process

Communication is the dialogue we need at every step of the development of a transit service. This presentation explores the art and science of communication, with particular reference to how communication has been effectively used to create engagement and improve customer experience in several North American transit systems. Lessons learned are identified and various aspects of communication explored including branding, public consultation, storytelling and the importance of research.

Presented to the University of Manitoba Transport Institute Rapid Transit Conference 2011. Located within the I.H. Asper School of Business at the University of Manitoba, the mission of the Transport Institute is to facilitate awareness, expertise and education relating to the intersection of transportation and economic prosperity, sustainability, and social benefits through research and education that links business, government, not-for-profit organizations, academics, students, and the wider community. The Institute is recognized within Manitoba as a leading independent centre of academic and industry expertise in the business of transport.

Communication is the dialogue we need at every step of the development of a transit service. This presentation explores the art and science of communication, with particular reference to how communication has been effectively used to create engagement and improve customer experience in several North American transit systems. Lessons learned are identified and various aspects of communication explored including branding, public consultation, storytelling and the importance of research.

Presented to the University of Manitoba Transport Institute Rapid Transit Conference 2011. Located within the I.H. Asper School of Business at the University of Manitoba, the mission of the Transport Institute is to facilitate awareness, expertise and education relating to the intersection of transportation and economic prosperity, sustainability, and social benefits through research and education that links business, government, not-for-profit organizations, academics, students, and the wider community. The Institute is recognized within Manitoba as a leading independent centre of academic and industry expertise in the business of transport.

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Shaping success with communication - customer dialogue throughout the transit planning process

  1. 1. Shaping Success with Communication Customer Dialogue Throughout the Transit Planning Process University of Manitoba Transport Institute Rapid Transit Conference 2011 November 3, 2011
  2. 2. The Art and Science Of Communication
  3. 3. ColourColour
  4. 4. Colour + Shape = Visual Design Goal of visual design: to minimize thinking
  5. 5. Uninspiring data presentation
  6. 6. FY2010 Funding for New Starts Projects vs. Population
  7. 7. The science of persuasion: Fogg Behaviour Model Source:Dr.B.J.Fogg,StanfordUniversity
  8. 8. Rational vs Emotional
  9. 9. Scientific Facts FACT #1 Colour and design matter FACT #2 Emotions trigger behaviour
  10. 10. What do consumer brands do to win customers?
  11. 11. Our world is branded S d S D
  12. 12. A brand is an experience ...it’s what people think it is. A brand isn’t what we say it is…
  13. 13. Winnipeg rapid transit brand
  14. 14. Like it or not, people are talking
  15. 15. What does a brand do? 1. Sets expectations 3. Delivers on expectations 2. Persuades you to:  Buy  Support  Use
  16. 16. Great brands
  17. 17. Revolutionary simplicity  Cool, hip, cutting- edge products that capture people’s imaginations  Apple is about imagination, design and innovation
  18. 18. The greatest search on earth  Google = The best search service on earth  Core principles (10 things) include: You can be serious without a suit
  19. 19. Personal luxury moments  Starbucks strives to create an inviting, enriching experience that is stylish and elegant and that provides people with respite, time out and a personal treat.
  20. 20. Branding public transit
  21. 21. Engineered brands
  22. 22. What do geeky successful brands do?
  23. 23. Branding Rapid Solutions Cleveland Metro BRT
  24. 24. = Better Rapid Transit Managing perceptions BRT
  25. 25. Clean, modern design
  26. 26. Silver Line launch November 2007Silver Line becomes Health Line February 2008
  27. 27. Cleveland’s focus  Frequent service – every 5 minutes  Modern transit technologies  Performance of vehicles  Appearance of vehicles  Appearance of stations  “Rail like” service name (Silver Line)  Colour schemes, graphics, maps and logos  Publications, media/PR and marketing  Employees
  28. 28. LA Metro Transforming Perceptions
  29. 29. No brand consistency = confusion
  30. 30. After: ‘M Symbol’ updated and made proprietary
  31. 31. New look: unified, related, consistent
  32. 32. Positioned Metro as a solution
  33. 33. Lessons Learned  Art and design can transform perceptions  Quality design can deliver results
  34. 34. Bringing Life to Transit York Region Viva
  35. 35.  Those who used the transit service, loved it  8-9% mode share  Majority were non-riders  Believed transit was not “for them” Research showed that there was a perception problem
  36. 36. Speed, comfort and difference are important to customers Market Research
  37. 37. Key Insight Transportation is perceived to be a chore “between” the things that really matter – home, work, shopping and friends.
  38. 38. Viva brand video what do you call a revolution in york region?
  39. 39. Brand integrated throughout
  40. 40. Targeted messaging
  41. 41. Lessons learned  Research is key  Treat public transit like any other consumer product  Create perceptions,  Deliver to those expectations
  42. 42. Rules for Engaging Public Involvement
  43. 43. Purpose of public consultation  Listen  Learn  Build relationships
  44. 44. Communication tools Source:Neutron,LLC
  45. 45.  Happens at every touch point with the customer  What are we saying to our customer? Branding
  46. 46. Public relations
  47. 47. Social Media Imagecredit:ghirson
  48. 48. Public consultation using social media
  49. 49. Listening is important
  50. 50. Storytelling what do you call the evolution of a transit system?
  51. 51. The science of communication √C = ∑K(R+E) + I∞ The root of powerful Communication is the sum of Knowledge (gained through Research and Engagement) plus infinite Imagination
  52. 52. Thank you! Alina Kelly alina@akellyinc.com 416.587.9903

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