Customer Experience & Satisfaction Lessons from the 2018 Rider Survey Customer Services & Marketing Strategic Initiatives Eric Lind Manager, Research & Analytics
Understanding & Improving the Metro Transit Experience Customer Relations Department ongoing Metro Transit Customer Survey every 2 years Met Council Travel Behavior Inventory (TBI) every 2 years Met Council TBI transit on board every 5 years Metro Transit Brand Survey annual Metro Transit Riders Club ongoing Live Feedback considering for future
Why survey our customers? Who: demographic characteristics How: travel behavior Satisfaction: customer perceptions Travel Behavior Inventory: transit on board survey
Why survey our customers? Who: demographic characteristics How: travel behavior Satisfaction: customer perceptions Customer survey
What do we ask our customers? Overall satisfaction & likelihood to recommend Rating of different aspects of service Fares: value, technology Trip planning: schedules, signage, real time information Waiting: comfort, accessibility, on time performance On board: vehicles, operators, safety, comfort, travel time Use of the system (modes, times, information sources, etc) Demographics
Implementation Collaboration Customer Services & Marketing Strategic Initiatives Bus and Rail Operations Clarity Coverdale Fury marketing firm <Identifier> We want to know what you think of us and the service we provide. Please use a blue or black pen, mark your answers by placing an X inside the correct box. To take this survey online, go to metrotransit.org/survey. Tell us what you think about Metro Transit Distribution November 2018 Overall, how satisfied are you with your Metro Transit experience? Very satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very dissatisfied On the scale below of 10-0, where 10 is I have/definitely would and 0 is Definitely would not, how likely is it that you would recommend Metro Transit to a friend or colleague? I have/definitely would 10 9 8 Two weekdays, one Saturday Paper on all modes, online 6 Not sure 5 4 3 Strongly Agree Fares It is easy to figure out how much the fare costs... Trip Planning Fares are priced fairly for the service delivered... I can find the schedule for the bus or train I want to ride... It is easy to figure out how to use the ticket machines, farebox, and card readers... Waiting It is clear where the bus or train will take me... I can find real-time predictions about the next departing bus or train I want to ride... I can find the information I need about detours... If my plans change, I know how to figure out how to get there on transit... Stations and stops are clean and comfortable... Stations and stops are easily accessible... I feel safe and secure while waiting for a bus or train... The bus or train is on time... Vehicles are clean... Vehicles have enough room for me to ride comfortably... Vehicles are easily accessible... Drivers / operators are friendly and welcoming... On Board To take this survey online please visit metrotransit.org/survey Proportional to ridership LRT intercepts 7 Definitely would not 2 1 0 Please indicate whether you agree with the following statements about Metro Transit s performance: Upcoming stops and transfers are clearly announced... I feel safe and secure while on board a bus or train... Other riders are friendly and inclusive... Total travel time is reasonable... If I make a suggestion or complaint to Metro Transit, I am confident it will be heard and taken seriously... Metro Transit benefits my community, even those who don t ride frequently... Somewhat Agree Neither Agree nor Disagree Somewhat Disagree Strongly Disagree
N = 9,045 complete valid responses 3,000 2,500 number responses 2,000 1,500 1,000 response type Online (N=4904) Mail (N=737) In person (N=3404) 500 0 Local Bus Express Bus Met Council A Line Blue Line Green Line Northstar Red Line surveyed mode
Examining response bias: age, gender 2016 TBI percent responses 20. 10. 0. Under 12 13 15 16 17 18 24 25 34 35 44 45 54 55 64 65 74 75 84 85 and Over age 20. 2018 Customer survey percent responses 15. 10. 5. 0. Under 18 18 24 25 34 35 44 45 54 55 64 65 74 75 84 85 99 agecat no response female male non binary
Examining response bias: income 2016 TBI percent responses 20. 15. 10. 5. 0. 2018 Customer survey percent responses 20. 10. Less than 15,000 15,000 24,999 25,000 34,999 35,000 59,999 self reported income 60,000 99,999 100,000 or more 0. less than $15,000 $15,000... $24,999 $25,000... $34,999 $35,000... $49,999 $50,000 $74,999 self reported income $75,000 $99,999 $100,000 or more
Examining response bias: race 2016 TBI percent responses 40. 20. 0. White Black/African American Asian Multiple Hispanic/Latino self reported race or ethnicity American Indian/Alaskan Native Native Hawaiian/Pacific Islander 60. 2018 Customer survey percent responses 40. 20. 0. White Black/African American Asian Multiple Hispanic/Latino American Indian/Alaskan Native Native Hawaiian/Pacific Islander self reported race or ethnicity Middle Eastern/North African Other
Results 1. Overall results 2. Aspects of service predicting satisfaction 3. Other notable findings
1. Overall satisfaction Weighted Overall Satisfaction 87% somewhat or very satisfied Very dissatisfied Somewhat dissatisfied Neither satisfied / nor dissatisfied Somewhat satisfied Very satisfied In 2016: 91% somewhat or very satisfied All modes
1. Overall likelihood to recommend Weighted Overall Likelihood to Recommend 57% high likelihood to recommend (9-10) 41% net promoter score surplus of promoters (9-10) minus detractors (0-6) In 2016: 63% high likelihood to recommend (9-10) 0 1 2 3 4 5 6 7 8 9 10 likelihood to recommend
1. Overall satisfaction by mode Local Bus Express Bus Met Council A Line Blue Line Green Line Northstar Red Line
2. Evaluating aspects of our service What are we doing well, or not doing well? Which of these aspects help explain or predict satisfaction?
2. Strengths of our service Vehicles are easily accessible I can find the schedule for the bus or train I want to ride It is clear where the bus or train will take me
2. Areas that need improvement Other riders are friendly, inclusive I can find the information I need about detours Stations and stops are clean and comfortable
2. Importance of service aspects How do we know what is most important to our customers? Take individual ratings of each service aspect from each rider Across riders, how well does the rating correspond with overall satisfaction? Accounting for ratings of all aspects, which best align with overall? relative importance = influence on overall satisfaction
Important, not doing as well Not as important, not doing as well Importance Impact on overall satisfaction 5 4 3 2 1 0 Neither Agree nor Disagree The bus or train is on time I feel safe and secure while on board a bus or train Total travel time is Somewhat Agree Performance reasonable Strongly Agree Important, doing well category fares on board trip planning waiting Not as important, doing well
3. Notable findings: Harassment Experienced harassment on transit in past year 27% of female passengers report experiencing harassment in past year 43% of non-binary customers 8% of male customers No Yes Female Male Non binary/third gender
3. Notable findings: Harassment Experienced harassment on transit in past year women under 35 No Yes
3. Notable findings: Satisfaction by race/ethnicity Weighted Overall Satisfaction * * 12 total responses White Black/African American Asian Multiple Hispanic/Latino American Indian/Alaskan Native Middle Eastern/North African Native Hawaiian/Pacific Islander self identified race, ethnicity, or origin Other NA
3. Notable findings: Satisfaction by income Weighted Overall Satisfaction less than $15,000 $15,000... $24,999 $25,000... $34,999 $35,000... $49,999 $50,000 $74,999 $75,000 $99,999 self reported household income $100,000 or more
3. Notable findings: Satisfaction by primary reason for using transit Weighted Overall Satisfaction Saves time I can do other things with my time while riding It is better for the environment than other modes Avoids stress of driving and traffic Saves money on gas and auto expenses Saves money on parking Do not have access to car or other transportation Subsidized by employer, school, or other organization main reason use transit Other NA
3. Notable findings: Transit as community asset Metro Transit benefits my community, even those who don't ride frequently
Next steps Summary report document Working with business units to understand actionable themes