The Road Explorer - Spring 2018 - 11

Benchmarking allows organizations to develop strategy that is based on competitive need and is driven by
concrete data versus what management intuits. As such, it is credited with seeing reductions in costs,
increases in productivity, as well as improvements in quality and customer service.
opportunity to develop a program
similar to what was introduced at OTA
for OMCA operators. Many months
on, working closely in tandem with
senior management and following the
association's extensive and ongoing
consultation with the OMCA Board,
Fox is currently managing the
implementation of a benchmarking
program for OMCA operators.
Fox shares, "The goal was for
OMCA to be able to offer our own
customized benchmarking tool
to our members. Mindful of their
expertise in the transportation sector,
OMCA partnered with StakUp, the
company that developed the OTA's
benchmarking program, to develop the
OMCA program."
StakUp Managing Partner Chris
Henry shares, "In 2014, StakUp
developed a cloud-based benchmarking
platform for the trucking industry.
Shortly after the program was launched,
the results were such that we were able
to prove that there was demand from
companies to compare and contrast
their operational and financial results
against their industry peers."
As there was some initial hesitation
among OTA members regarding the
sharing of confidential information,
the program allowed for two levels
of participation. The first level was
entirely anonymous, and allowed
carriers to securely report their results
via a standardized data template to the
StakUp platform. In turn, once their
results were calculated, participants
could utilize population filters to better
match their operating attributes with
that of the desired peer-group. The
filter accounted for factors such as size,
specific operating activities, geography
and age of equipment.
For the second level, the vision was
to provide all the features of the first
level, as well as non-anonymous features
related specifically to a designated
group of like-minded peers - called
Best Practice Groups in the Trucking
Industry. Both of these levels of

participation have proved to be very
well accepted.
Henry says this success led to
discussions with the OMCA. "In 2016,
OMCA approached StakUp about
the possibility of developing a motor
coach/bus-centric version of StakUp.
After a number of comprehensive
consultations and the formation of an
OMCA foundation group (a group of
operators who were strongly interested
in participation), we started building
a standardized data model specific to
the industry. This standardized model
provides a template for users to report
their financial and operational data,
ensuring that the results provided for
the purposes of benchmarking are
'apples to apples'."
Dean Wright, vice president,
motorcoach, Pacific Western Group,
notes that PW was an early adopter of
the OMCA tool. "Pacific Western was
already measuring Key Performance
Indicators (KPIs) internally, but there
wasn't much information available
regarding the industry-at-large, so we
were lacking the ability to more broadly
compare our performance against
our competitors."
Wright continues: "The utility of the
OMCA benchmarking tool is that it
sharpens our focus as to which of our
KPIs need to be addressed so that we as
a company can then drill down on those
areas where we most need to improve.
Benchmarking allows us to identify, and
thereby tackle, the things that are most
critical to our business. At PW, it allows
us to concentrate on the two really
important things...the first is taking
care of our customer and the second is
taking care of our employees."
As was with the experience of the
OTA, some operators have expressed a
degree of hesitation with the perception
that they are sharing their information
directly with their competitors. Wright
offers: "Operators should be reassured
in that the program is anonymous. And
they need to understand that one of the
key benefits is that it is a great avenue

to compare specific metrics and uncover
items that a company needs to address
when measured against the industry's
performance. You absolutely need input
from a cross-section of the industry."
As of the beginning of 2018 the
pilot program has already been
enthusiastically embraced by a good
sampling of member operators. "We
officially launched OMCA's custom
version of StakUp last November," says
Henry, "and are currently working with
11 companies to help them regularly
submit their results to the platform, and
to garner feedback on how to make the
tool more valuable for the industry."
Currently, the foundation group
consists of McCoy Bus Lines, Tisdale
Bus Lines, Badder Bus, DeNure Tours,
Parsons Bus, Pacific Western, Hammond
Transportation and four other companies
that are in the process of onboarding.
As the OMCA aims to build on
the early success of the pilot program,
Fox says, "Getting on board early is
advantageous as there is a financial
incentive to being one of the early
adopters. But recognizing that the bigger
the sample, the better the information,
OMCA plans to still offer some
adjustment related to subscription fees
once we hit 21 companies."
Looking ahead, Henry explains,
"The long term vision is to grow the
population of reporting operators
beyond Ontario, and eventually Canada.
Conversely, the goal is to develop
OMCA's own version of the Best
Practice Groups, using StakUp's model
as the foundation."
Is the management of your company
focused on the right elements of
your operation? Do the people at the
helm have ongoing access to solid
industry-specific data that indicates
which areas of your operation would
benefit most from their efforts and
generate maximum value from the
time they are investing each day? If the
answer is anything but a resounding
yes, get onboard with OMCA's
benchmarking project now.
■

Read The Road Explorer online at www.naylornetwork.com/omc-nxt


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Table of Contents for the Digital Edition of The Road Explorer - Spring 2018

Industry Voice
Regulatory Update
Issues Update
Marketplace 2017
Made to Measure
Are You Ready for Windsor?
Angel Tours & Entertainment Inc.
The Strong National Museum of Play
Travel Highlights Marketplace
Classifieds
Index of Advertisers
The Road Explorer - Spring 2018 - Intro
The Road Explorer - Spring 2018 - bellyband1
The Road Explorer - Spring 2018 - bellyband2
The Road Explorer - Spring 2018 - cover1
The Road Explorer - Spring 2018 - cover2
The Road Explorer - Spring 2018 - 3
The Road Explorer - Spring 2018 - 4
The Road Explorer - Spring 2018 - 5
The Road Explorer - Spring 2018 - 6
The Road Explorer - Spring 2018 - Industry Voice
The Road Explorer - Spring 2018 - Issues Update
The Road Explorer - Spring 2018 - Marketplace 2017
The Road Explorer - Spring 2018 - Made to Measure
The Road Explorer - Spring 2018 - 11
The Road Explorer - Spring 2018 - Are You Ready for Windsor?
The Road Explorer - Spring 2018 - 13
The Road Explorer - Spring 2018 - Angel Tours & Entertainment Inc.
The Road Explorer - Spring 2018 - 15
The Road Explorer - Spring 2018 - The Strong National Museum of Play
The Road Explorer - Spring 2018 - 17
The Road Explorer - Spring 2018 - Travel Highlights Marketplace
The Road Explorer - Spring 2018 - 19
The Road Explorer - Spring 2018 - 20
The Road Explorer - Spring 2018 - Classifieds
The Road Explorer - Spring 2018 - Index of Advertisers
The Road Explorer - Spring 2018 - cover3
The Road Explorer - Spring 2018 - cover4
The Road Explorer - Spring 2018 - outsert1
The Road Explorer - Spring 2018 - outsert2
The Road Explorer - Spring 2018 - outsert3
The Road Explorer - Spring 2018 - outsert4
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