BC Transit Customer Satisfaction Survey Results Prepared by TransPro Consulting July 21 2016
County Population: 214,405 ppen i r G. M y h t o Tim utive c e x E y t n u o C Arthur j. Shafer Chair of the Legislature 1996 Dave Ma'hews 2
3 Since 1996, Broome County s Landscape Changed. ü Shifts in Employment Centers ü New Retail Destinations ü Customer Profile has Changed BC Transit Routes Remained The Same Since 1996.
4 In Just The Past Year, BC Transit ü Conducted A Route Evaluation ü Expanded Routes to New Locations ü Increased Frequencies ü Moved Service To Meet Customer Demands ü Kept Fares Stable ü Maintained Workforce ü Increased Customer Satisfaction ü Reduced Costs to Taxpayers by $435,000
Customer Sa/sfac/on Survey Results TransPro Consulting BC TRANSIT CUSTOMER SATISFACTION SURVEY RESULTS
THE METHODOLOGY Survey was conducted May 3 8, 2016. 522 surveys were completed by customers on board BC Transit buses. Surveys were administered during all service periods throughout the day on weekdays, Saturday and Sunday in quan//es propor/onal to each route s total ridership. Riders were offered a one day pass as an incen/ve for comple/ng the survey. 6
FINDINGS 7
8 Frequency of Use 66% of customers utilize BC Transit service five or more days per week. 80% 70% 66% 60% 50% 40% 30% 20% 10% 0% 23% 8% 3% 1% 5+ days per week 3-4 days per week 1-2 days per week 2-3 /mes per month Once a month or less BC Transit 8
9 Purpose of Use More than half of customers utilize BC Transit service primarily for travel to/ from work and almost a quarter for travel to/from school. 60% Most Frequent Trip Purpose 50% 51% 40% 30% 20% 10% 0% 22% 7% 8% 9% 4% Work Educa>on Shopping Leisure/Social Medical Other BC Transit 9
10 Transit Dependence 71% of BC Transit customers indicate they do not have a choice of whether to use BC Transit service. 29% of BC Transit customers are discre>onary riders. Among discre>onary riders, convenience and economics are the most frequently cited reason for using BC Transit service. 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Do you have a choice whether to use BC Transit buses or not? 71% No 29% Yes If so, what is the #1 reason you choose transit? The bus comes so oven it's just as convenient I want to save money It's beuer for the environment I want to support public transit I want to be able to work instead of driving I want to have fun without worrying about driving 1% 5% 12% 16% 29% 36% 0% 10% 20% 30% 40% 50% BC Transit 10
11 Net Promoter Score NPS poses the ultimate question: All things considered, how likely would you be to recommend riding a BC Transit bus to a friend or neighbor?
12 Net Promoter Score The Metric Assesses loyalty and word of mouth favorability among customers Introduced in the Harvard Business Review Allows for performance comparisons between organizations across different business sectors Sample NPS Scores En>ty NPS Apple Inc. 70% Airlines 23% Car Rental Agencies 18% Internet Service Providers 5% Transit Industry 12% 12
13 BC Transit Net Promoter Score 50% 45% 44% 40% 35% 34% 30% 25% 22% 20% 15% 10% Industry Avg NPS 12% 5% 0% Detractors (0-6) Passives (7-8) Promoters (9-10) Likelihood of Recommending BC Transit 13
Customer Importance Factors 14 Service availability (frequency, hours) and price are the most important service factors for customers. 30% 28% 25% 20% 15% 10% 15% 13% 12% 10% 5% 6% 4% 4% 3% 2% 2% 2% 0% Frequency, Hrs Price Svs Coverage Drivers friendly Time (OTP) Travel time Schedule/Maps Bus Safety Clean buses Comfort (crowding) Real time info Cust Svs Reps 14
Customer Importance Factors 15 Customers selec/ng buses arrive on /me and bus cleanliness had higher NPS scores. Customers selec/ng real /me info, courteous customer service representa/ves and accuracy / availability of schedules and maps had lower NPS scores. 30% 28% Importance 43% NPS 40% 45% 40% 25% 20% 15% 10% 5% 0% 33% 15% 16% 27% 13% 12% 11% 10% 6% -7% NPS 22% NPS 0% 4% -13% 11% 4% 3% 27% 2% 2% -9% 2% -13% 35% 30% 25% 20% 15% 10% 5% 0% -5% -10% -15% Freq, Hrs Price Service coverage Drivers friendly Time (OTP) Travel time Schedule/Maps Bus Safety Clean buses Comfort (crowding) Real-time Info Cust Svs Reps Importance NPS 15
Availability 16 More than 80% of customers are satisfied with BC Transit's service coverage. Less than 73% of customers are satisfied with the service times and frequency. This is an increase over 2014 when 59% of customers expressed satisfaction with frequency. The bus routes are conveniently located for me 81% The buses operate on the days & times I need 73% 0% 20% 40% 60% 80% 100% % Answering Strongly Agree or Agree 16
17 Time 86% of customers agree that trip times are reasonable. More than 75% of customers agree that buses usually run on time. The bus gets me to my destination in a reasonable amount of time 86% The bus usually runs on time 77% 0% 20% 40% 60% 80% 100% % Answering Strongly Agree or Agree 17
Driver Customer Service 18 85% of customers agree that the buses are well driven. Over 80% of customers agree that the bus drivers are helpful and courteous. The bus is well driven 85% Bus drivers are helpful and courteous 81% 0% 20% 40% 60% 80% 100% % Answering Strongly Agree or Agree 18
Comfort 19 77% of customers agree that buses comfortable. 74% of customers agree that buses are clean. There is enough seating/space on the bus 77% The bus is clean 74% 0% 20% 40% 60% 80% 100% % Answering Strongly Agree or Agree 19
Safety & Security 20 More customers feel safe waiting for the bus than while riding the bus. I feel safe and secure wai/ng for my bus 85% I feel safe riding the bus 73% 0% 20% 40% 60% 80% 100% 20
Information 21 83% of customers agree that it is easy to get information about BC Transit's services and schedules. Only 60% of customers agree that it is easy to find out if buses are on schedule. It is easy to get information about BC Transit's services & schedules 83% It is easy to find out if the buses are running on schedule 60% 0% 20% 40% 60% 80% 100% % Answering Strongly Agree or Agree 21
Customer Service 22 73% of customers agree that when calling BC Transit, their calls are answered properly and Customer Service representatives are helpful and courteous. When I do call, BC Transit Customer Service representatives are helpful and courteous 73% When contacting Customer Service, my calls are answered promptly 73% 0% 20% 40% 60% 80% 100% 22
Overall Satisfaction 23 76% of customers express overall satisfaction with BC Transit service. 85% of customers feel that service quality has improved or stayed the same over the past year. Overall Sa>sfac>on Service Quality Over Past Year 60% 50% 49% 70% 60% 60% 40% 50% 30% 20% 19% 27% 40% 30% 20% 15% 25% 10% 2% 4% 10% 0% Very Dissatisfied Dissatisfied Neutral Satisfied Very Satisfied 0% Gotten worse Stayed about the same Improved
Driving Forward 24
25 ACTION ITEMS Discretionary Riders 29% of BC Transit riders are discretionary. Nationally, Millenials are driving significantly less than previous generations. Millenials are more environmentally conscious, seeking multi-modal transportation choices, and have embraced new technologies that reduce the need for driving, including using apps for public transit schedules and routes. In order to attract more discretionary riders, develop a marketing campaign promoting convenience and financial benefit of transit and target Millenials.
26 ACTION ITEMS Real Time Information & On-Time Performance Survey results show low satisfaction with ability to find out if buses are running on schedule. Perception of On-Time Performance (OTP) has improved since 2014 (62% to 75%) BC Transit does not have the technology to measure OTP. 1. Explore Automatic Vehicle Location (AVL) technology. 2. Develop technology for sharing AVL information with customers. 3. Use the technology to be more efficient and improve On-Time Performance. 4. Use the technology to measure On-Time Performance. 5. Use the technology to integrate app technology for customers.
BC Transit Customer Satisfaction Survey Results Prepared by TransPro Consulting July 21 2016