Not in top ten anymore: FaresRoute info at Bus StopsService / Frequency
Wheel of Customer Service
Wheel of Customer Service Olaf KinardDirector of Marketing & Communications Charlotte Area Transit System December 6, 2012
Wheel of Customer ServiceDo your customers tell you…..I was on hold for 20 minutes and then they hung up? Itsokay, I like listening to new renditions of easy listeningMadonna.I was transferred 8 times before getting to the wrong person,I like meeting new people, I can add them to Facebook. Two more calls and I’ll have the entire city employees as friends.
Wheel of Customer ServiceDo your customers tell you…..It’s enjoyable riding a bus without air conditioning in 95degree heat, it my hot yoga session.I like for drivers to get lost on the route, its such an adventure.I love solving puzzles, that’s why I read the schedule. . . . .Sounds Silly doesn’t it!
Wheel of Customer ServiceDo you design your services to receive thesetypes of responses from customers?Do you know what is Important to a customer?How do you know when you have met or exceeded customers’ expectations?What goals does your organization and employees have that measures customer satisfaction?What type of customer service culture are you creating within your organization?
Wheel of Customer ServiceWhat kind of business is public transportation? Transportation Public Service
Wheel of Customer ServiceWhat kind of business is public transportation? Retail Service Customer boards our vehicles They pay a price They expect a safe, convenient and enjoyable rideThis basic business model has not changed!
Wheel of Customer ServiceDoes being Government funded determine yourcustomer service Strategy?Will you be less nice?Will you be less accurate with schedule information?Will you sometimes do preventative maintenance?
Wheel of Customer Service Source: Bureau Of Economic Analysis
Wheel of Customer ServiceThe customer must be at the CORE of Yourcustomer service strategy.Your organization must be aligned to focus on serving the customer.
Overall Customer Satisfaction Satisfaction with Quality of Service 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2000 2002 2003 2004 2005 2006 2007 2010 2011 LYNX Express Local STS Gold Rush Overall Customer SatisfactionCity of Charlotte
Region and Community Value Regional Need and Value to the Community 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2000 2002 2003 2004 2005 2006 2007 2010 2011 Value to Community Regional NeedCity of Charlotte
Managing and Planning System How Well CATS Manages the System and Plans for the Future 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2002 2003 2004 2005 2006 2007 2010 2011 Planning for the Future Managing SystemCity of Charlotte
Customer Loyalty Percentage of Customers Riding 1+ years 80% 70% 60% 50% 40% 30% 20% 10% 0% 2002 2003 2004 2005 2006 2007 2010 2011City of Charlotte
Continue As A Customer Likelihood of Riding CATS in the Future 80% 70% 60% 50% 40% 30% 20% 10% 0% 2002 2003 2004 2005 2006 2007 2010 2011City of Charlotte
2011 Top 10 Importance Items Importance Previous Years 1. Safe Drivers (2) 2. Valuable service to the community (1) 3. Stations/ Stops are conveniently located (4) 4. Safe from Crime onboard (8) 5. Service runs on time (12) 6. Schedules / maps are on the website (3) 7. Reasonable travel time (6) 8. Passes sold at convenient locations (13) 9. Easy to get route info on the phone (15) 10. Schedule info at stops/stations (7) 10. Drivers are Knowledgeable (9)City of Charlotte
2011 Importance and Performance Importance Performance 1. Safe Drivers (2) 2. Valuable service to the community (1) 3. Stations/ Stops are conveniently located (6) 4. Safe from Crime onboard (13) 5. Service runs on time (14) 6. Schedules / maps are on the website (3) 7. Reasonable travel time (11) 8. Passes sold at convenient locations (7) 9. Easy to get route info on the phone (4) 10. Schedule info at stops/stations (9) 10. Drivers are Knowledgeable (5)City of Charlotte
Quadrant Analysis Overall mean importance = 4.26 / Overall mean performance = 3.92 4.59 Quad 4: High Importance/Low Quad 1: High Importance/ High Performance Performance k 4.49 q 4.39 t c a f Importance d m 4.29 o p w j r u i l 4.19 h b v g 4.09 s n e 3.99 Quad 3: Low Importance/Low Performance Quad 2: Low Importance/High Performance 3.89 3.57 3.67 3.77 3.87 3.97 4.07 4.17 4.27 4.37 PerformanceCity of Charlotte
Quadrant Analysis Quadrant 4 Quadrant 1 High Importance/ Low Performance High Importance/High Performance These areas need improvement. High priority for Performing as riders expect. Essential to maintain attention and resources. performance. a. Service runs on time k. Drivers are safe drivers t. Feel safe from crime onboard q. System provides valuable service f. Travel time reasonable c. Stations/stop conveniently located w. Feel safe from crime at stops/facilities m. Route schedules, maps on website j. Drivers are knowledgeable p. Easy to get info on the phone d. Passes at convenient locations o. Schedule info at stops/stations r. Route/schedule changes communicated Quadrant 3 Quadrant 2 Low Importance/ Low Performance Low Importance/ High Performance Could improve in these areas, but low priority for Maintain performance, but no new attention or resources additional effort or resources. are necessary. e. Riding is relaxing No attributes in quadrant two for total weighted l. Transit center clean, well maintained sample of riders. b. Buses/trains won’t pass by g. Waiting times reasonable n. Quick response to complaints/suggestions s. Fares reasonable v. Benches/shelters at stops/stations h. Drivers are courteous i. Vehicles clean inside u. Stops/stations well lightedCity of Charlotte
High Importance / Low PerformanceLargest Gap between Importance and Performance • Feel safe from crime at stops/facilities • Service runs on time • Feel safe from crime onboard • Travel time reasonableCity of Charlotte
Bus Stops3,800 + bus stops across Mecklenburg CountyNo route informationNo time point infoOnly phone numberInformation at bus stops:• 10th in importance• 37th in performance
Bus StopsNext annual survey revealed:Performance jumped to 7th bestGap between Importance vs. Performance: insignificant
Wheel of Customer ServiceNever Do: Never commit to a service level you can not meet On time every time Never give lip service to customers Never think you can always resolve everything for the customer Never create goals that are unrealistic for the organization and employees Never establish standards and a philosophy and fall short on communicating and training employees.
Wheel of Customer Service Keys to success Top Management committed to philosophy Conduct research on what is important to customers Establish customer service measures as an organization Communicate philosophy to employees Exchange communications with customer Respond quickly to customer’s complaints Review processes that affect customers Recognize employees for meeting and exceeding customer’s expectations