Public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Not only are surveys an efficient method of market research that will help identify areas of passenger dissatisfaction, they are also perfect for measuring the effects of improvements and can, at the same time, help promote new initiatives to customers using the service.
Establishing a Starting Point
When embarking on any change management programme it is always good practice to establish a base line before any changes are made. This baseline survey can serve four purposes, it will:
? allow the proper targeting of investment
? allow measurement of the effect of change
? assist in the moral of those implementing change
? ensure that new issues are kept separate from the original plan and budget
Targeting Investment
There are many areas of any public transport system that can cause passenger dissatisfaction all of which need to be monitored to ensure that the service being provided meets, and where possible, exceeds, performance level targets.
Issues that can be of concern to passenger include:
- safety and security
- punctuality
- fares and ticket types
- capacity and overcrowding
- quality and design of vehicle
- cleanliness
- facilities at stations and terminals
- facilities for passengers with disabilities
Often limited resources and budgets means that investment needs to be carefully planned and properly targeted.
Passenger surveys allow operators to identify those areas that are of most concern to their customers. Through the analysis of passenger feedback the operator will be able to ensure that their improvement and investment plans are inline with passenger demands and concerns. Issues can be classified into high and low priority, as well as long and short term plans.
Some capital investment such as the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take years to implement. However, the initial survey is also likely to identify some high profile areas that can be implemented almost immediately at a relative low cost.
Measuring Change
From having established a comprehensive programme from an initial survey the objectives for running periodic surveys are twofold.
One objective will be to ensure that the changes and initiatives that are implemented have been effective in addressing passenger issues. A second objective will be to promote and advertise the initiatives that have been implemented and also inform and educate passengers of ongoing improvements and future plans.
Passengers will always be more positive if they can see that improvements have been made and more accepting of outstanding problems if they know that those problems are being addressed.
Keeping Moral
Those implementing change can often develop a siege mentality. Change can take time to take effect and for the passengers to appreciate any improvement.
By monitoring passenger opinion and measuring the results against earlier surveys a successful change programme should see passenger issues change over time, some issues that were problems will no longer be raised.
Passengers will take time to appreciate progress and often those working on a change project will be demoralised with constant criticism from what is often a negative public. It is important that a team implementing change can see clearly the effects of their efforts.
Identifying New and Old
In any long term change management programme issues can change over time. Events can happen that make what was important, no longer important and what wasn't an issue, an issue.
The baseline survey will ensure that the passengers concerns are chronologically documented. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. Periodic surveys will allow changes in passenger attitudes to be monitored.
Online Surveys Make It Easy
Online surveys can reach a broad cross section of any travelling public. They are quick to design and implement and they provide feedback in a format that is ready for detailed analysis. The low cost and flexibility of online surveys allows passenger concern to be targeted at specific groups and particular concerns.
Online surveys provide operators with important market research data as well as a platform to promote and advertise their commitment to passenger satisfaction.
Passengers benefit by having an effective channel to raise issues and through periodic surveys will begin to appreciate that the operator is continually investing and improving the service.The following are links to samples of Passenger Surveys
Sample Passenger Survey for an Airline:
http://www.surveygalaxy.com/surPu
blishes.asp?survey_id=1166
Sample Passenger Survey for a Train Operator
http://www.surveygalaxy.com/surPu
blishes.asp?survey_id=1170
Sample Passenger Survey for a Bus Operator
http://www.surveygalaxy.com/surPu
blishes.asp?survey_id=1167
Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. For more information please visit http://www.surveygalaxy.com
$350 million in bad checks are written each and every... Read More
It's a salesperson's worst nightmare- the phone call that comes... Read More
A few weeks ago we conducted our annual "Customer Experience... Read More
You've heard it all before when it comes to stats... Read More
Can we be too good to our customers?... Read More
Walmart was the first business to require all its employees... Read More
Every customer looks for 3 special benefits when they do... Read More
Whether in a restaurant, a retail establishment, or the local... Read More
Many organizations tackle to the issue of customer service by... Read More
What have you done for your existing customers lately? Probably... Read More
With Some Tips on How to RespondTt has probably happened... Read More
When people ask, "What is CRM?" the literal answer is,... Read More
Are you concerned about customer loyalty? Are your customers so... Read More
Q: I just discovered that for the past six months... Read More
Every customer you have is a word-of-mouth advertiser for you.... Read More
"Mountains are built one pebble at a time and climbed... Read More
Would you like to have customers that stay with you... Read More
Wherever you turn these days you'll find articles covering every... Read More
Customer Loyalty, we all want it. Don't we?Some people say... Read More
These moments come when a customer or client?1. Hears someone... Read More
Different people call their Customers by different names. If they... Read More
Want to know the secret for keeping your clients forever?... Read More
Public transport operators who already use passenger surveys may not... Read More
What do you do when your client gets mad at... Read More
I call it the "wave and roll."You walk up to... Read More
I wish I had a nickel for every time someone... Read More
Why bother? Good customer service is the life blood of... Read More
Go into many businesses today and try and get service,... Read More
One thing all successful small business owners have in common... Read More
How often have you left a meeting with a customer... Read More
There is a battle in Call Centers. The teams are... Read More
What a lot of money we have been wasting on... Read More
Listening is the #1 communication skill for leadership, selling, customer... Read More
Millions of people, just like you, end up with a... Read More
In this day of terrible customer service, it should come... Read More
Running a successful business takes a lot of energy and... Read More
1. It's all about the customer. Some companies focus too... Read More
It's a salesperson's worst nightmare- the phone call that comes... Read More
Every customer looks for 3 special benefits when they do... Read More
If you have integrity, nothing else matters. If you don't... Read More
In today's demanding economy, the first line of any business... Read More
Sales is tough to get right, and depends on retaining... Read More
If you are up to your ears in a stressful... Read More
The simplest way to describe a 'durian' (pronounced doo-ree-ann) is... Read More
Delight = Customer Expectation plus 1. This was the simple... Read More
The call center represents your first line of communication with... Read More
One of the most popular questions asked in online business... Read More
Traditional marketing strategies encourage business owners to continually grow their... Read More
Different people call their Customers by different names. If they... Read More
You probably spend a great deal of your time looking... Read More
A couple of years ago I had a call from... Read More
Resistance has to do with putting up blocks that prevent... Read More
$350 million in bad checks are written each and every... Read More
First let us specifically define customer service. It is the... Read More
It's possible that in the course of your business dealings,... Read More
Dr. Michael LeBoeuf, in his cassette album entitled, Win Customers... Read More
Traditional marketing strategies encourage business owners to continually grow their... Read More
Yesterday I went to buy a sandwich at a franchised... Read More
We'll be examining what makes follow up to prospects/customers so... Read More
A few months ago, I wrote about ingenious styles of... Read More
Good customer service just isn't enough anymore in the marketplace... Read More
It might sound quick and simple, to say how well... Read More
Customer retention is vital to a business. If you cannot... Read More
If you think customer relationship management is just a piece... Read More
When people ask, "What is CRM?" the literal answer is,... Read More
You want customers. I want customers. We all want customers.... Read More
Customer Service |