How can we improve the customer experience of transfers - SOLMU Project. Nordisk Lokaltrafikmöte 2018, Stockholm Tero Anttila

Transcription

1 How can we improve the customer experience of transfers - SOLMU Project Nordisk Lokaltrafikmöte 2018, Stockholm Tero Anttila 1 11/7/2018

2 What does HSL do? Plans and procures bus, tram, Metro, ferry and commuter train services. Is responsible for public transport marketing, ticket sales and passenger information. Covers 9 municipalities and may expand to cover all 14 municipalities in the region. Finland Helsinki 2 7 November 2018

3 Introduction Expanding trunk network increases number of journeys and transfers. Transfer penalty reduces willingness to use public transport. SOLMU project aims to reduce the transfer penalty. During the project significant nodes were recognised and measures for improvement were established. 3 11/7/2018

4 Customer Values and Nodes

5 Customer profiles Different customer profiles were identified. Customers have different needs and expectations. 5 11/7/2018

6 6 11/7/2018

7 7 11/7/2018

8 Transport Interchange Penalty

9 Actual time for walking [min] Actual time for waiting [min] (Lack of) comfort, safety, certainty etc. 2. Experienced time for walking (multiplier ) 3. Experienced time for waiting (multiplier ) 4. Added cost for interchange [min] / [eur] 1. Direct cost for interchange [min] / [eur] Combined interchange penalty [min] / [eur]

10 Quality of Interchanges Customer interchanges consist 1. Information (guidance, real-time info, timetable) 2. Safety 3. Accessibility and built environment 4. Commercial and added services to public transport 5. Connection to the place of transfer (parking, nearby stands, entrances, taxi services) 6. Ticket system 7. Presence of staff 8. Cleanliness Most valued factors are information and safety. Least valued are added services. Added value increases only if other factors are in order.

11 Interchange Development Program

12 How to improve stations Is based on a working traffic Safety, customer information Good availability of tickets Co-operation between actors Additional: Character of the station 12 11/7/2018

13 Interchange Development Program 42 interchanges 151 measures for improvement 66 improvement for guidance Implemented Estimation for overall costs 1,4-2,8 million euros.

14 Interchange terminals Eg. Rautatieasema, Kamppi, Matinkylä Important place of interchanges Eg. Herttoniemi, Huopalahti, Myyrmäki Place of interchanges Eg. Maunula, Pukinmäki, Nihtisilta

15 Matinkylä Metro station with a bus terminal Inside of a shopping mall Metro connects the station with the centre of Helsinki Bus service to the suburbs Safe, easy and short distances 15 erminal.jpg/800px-iso_omena_bus_terminal.jpg 11/7/2018

16 Myyrmäki after renovation Bus and commuter train services Tickets from convenience stores or from ticket machines Beautiful murals make the station more attractive More CCTV cameras and police presence Customers feel safer and more comfortable 16 11/7/2018

17 Summary Low customer value expectations Extra services seem like focusing on the wrong things, if the basic service does not work. Uncertainty discourages transfers Transfers are a complex entity difficult to measure with individual variables such as time used for the transfer or walking distance. Loyalty scheme benefits closely linked to HSL A clear connection needs to be established between HSL's activities and all services, offers, partners, etc. included in the loyalty scheme. Station with a distinctive character and good signposting The most important issues to be taken account of when developing stations is passenger information and signposting /7/2018

18 Future developments Improve the changes and make them easier for the customers Emphasizing the needs of the customers, information, comfort and safety In HSL s strategy interchange places have a important role in the trunk routes The project will be continued as continuous process

19 Thank you!