URBAN MOBILITY FORUM / FORUM SUR LA MOBILITÉ URBAINE - WINTER / HIVER 2017 - 26

FEATURE | ARTICLE DE FOND

Take a Ride on Your Own System to Enhance
Customer Experience
By Paul Comfort, Esq., VP of Business Development, Trapeze NA

WHEN I WAS at the MTA in
Baltimore, I took a trip on our transit
system to look at it from the eyes of
a regular passenger. I found numerous places where it was not clear
how to get from the bus stop to the
light rail or metro subway station.
So I directed that signs be placed at
key locations that made it clear how
to transfer and where to walk safely
to get to the other mode's station.
When was the last time you
took a ride on your own system? I
encourage all system managers to
do the same. Take a ride on your
own system and see: Is it clear
how much the fares are? Is the bus
clean? Can I easily transfer between
different modes? And is the path
well marked?
There's a reason to get into the
passenger mindset.
Public transit ridership across
North America has generally been
stagnant or on the decline for
several years. Lower fuel costs,
the uptick of new transportation
options from companies like Uber
and Lyft and an increase in telecommuting are often cited as reasons
for this decline.
But there are other reasons
transit ridership is declining. Many
passengers cite the lack of a great
customer experience as they reason they choose other options.
Potential new riders are intimidated
by simply not knowing how to use
the transit system (why you should

get all employees to ride your own
systems). Too often we are myopic
when it comes to this topic. The
focus tends to be on new routes,
extensions of light rail lines, and
fancy ad campaigns, but then the
actual experience of your passengers is lost.
THE NEW CUSTOMER SERVICE

"Customer experience" is the
next step beyond customer service.
When we talk about customer service, it is a focus on us - what we
are doing. Changing our emphasis
to the "customer experience" places
the focal point of our efforts on the
passenger.
Who do you want your team
focused on - themselves or the
end user?
THE EYES OF THE PASSENGER

It's time to review your whole system from the eyes of the passenger.
What are they experiencing? How
can you improve it? It may not just
be friendlier greetings by the drivers
or customer service agents. It may
be more accurate traveller information and determining the ease of
use of your system. It may be more
intangible items that really affect
the passenger's experience on your
transit system.
Think about it: those with no or
little experience with transit are
often intimidated by bus schedules,
transfers and the like. Ask a

When we talk about customer service, it is a focus
on us - what we are doing. Changing our emphasis
to the "customer experience" places the focal point
of our efforts on the passenger.

26 Read Forum online | Lisez Forum en ligne cutaactu.ca


http://www.cutaactu.ca

Table of Contents for the Digital Edition of URBAN MOBILITY FORUM / FORUM SUR LA MOBILITÉ URBAINE - WINTER / HIVER 2017

http://www.nxtbook.com/naylor/CUTF/CUTQ0418
http://www.nxtbook.com/naylor/CUTF/CUTQ0318
http://www.nxtbook.com/naylor/CUTF/CUTQ0218
http://www.nxtbook.com/naylor/CUTF/CUTQ0118
http://www.nxtbook.com/naylor/CUTF/CUTQ0417
http://www.nxtbook.com/naylor/CUTF/CUTQ0317
http://www.nxtbook.com/naylor/CUTF/CUTQ0217
http://www.nxtbook.com/naylor/CUTF/CUTQ0117
http://www.nxtbook.com/naylor/CUTF/CUTF0516
http://www.nxtbook.com/naylor/CUTF/CUTF0416
http://www.nxtbook.com/naylor/CUTF/CUTF0316
http://www.nxtbook.com/naylor/CUTF/CUTF0216
http://www.nxtbook.com/naylor/CUTF/CUTF0116
http://www.nxtbook.com/naylor/CUTF/CUTF0515
http://www.nxtbook.com/naylor/CUTF/CUTF0415
http://www.nxtbook.com/naylor/CUTF/CUTF0315
http://www.nxtbook.com/naylor/CUTF/CUTF0215
http://www.nxtbook.com/naylor/CUTF/CUTF0115
http://www.nxtbook.com/naylor/CUTF/CUTF0514
http://www.nxtbook.com/naylor/CUTF/CUTF0414
http://www.nxtbook.com/naylor/CUTF/CUTF0314
http://www.nxtbook.com/naylor/CUTF/CUTF0214
http://www.nxtbook.com/naylor/CUTF/CUTF0114
http://www.nxtbook.com/naylor/CUTF/CUTF0513
http://www.nxtbook.com/naylor/CUTF/CUTF0413
http://www.nxtbook.com/naylor/CUTF/CUTF0313
http://www.nxtbook.com/naylor/CUTF/CUTF0213
http://www.nxtbook.com/naylor/CUTF/CUTF0113
http://www.nxtbook.com/nxtbooks/naylor/CUTF0512
http://www.nxtbook.com/nxtbooks/naylor/CUTF0412
http://www.nxtbook.com/nxtbooks/naylor/CUTF0312
http://www.nxtbook.com/nxtbooks/naylor/CUTF0212
http://www.nxtbook.com/nxtbooks/naylor/CUTF0112
http://www.nxtbook.com/nxtbooks/naylor/CUTF0511
http://www.nxtbook.com/nxtbooks/naylor/CUTF0411
http://www.nxtbook.com/nxtbooks/naylor/CUTF0311
http://www.nxtbook.com/nxtbooks/naylor/CUTF0211
http://www.nxtbook.com/nxtbooks/naylor/CUTF0111
http://www.nxtbook.com/nxtbooks/naylor/CUTF0510
http://www.nxtbook.com/nxtbooks/naylor/CUTF0410
http://www.nxtbook.com/nxtbooks/naylor/CUTF0310
http://www.nxtbook.com/nxtbooks/naylor/CUTF0210
http://www.nxtbook.com/nxtbooks/naylor/CUTF0110
http://www.nxtbook.com/nxtbooks/naylor/CUTF0509
http://www.nxtbook.com/nxtbooks/naylor/CUTF0409
http://www.nxtbook.com/nxtbooks/naylor/CUTF0309
http://www.nxtbook.com/nxtbooks/naylor/CUTF0209
http://www.nxtbook.com/nxtbooks/naylor/CUTF0109
http://www.nxtbookMEDIA.com