Customer Perceptions and Transit Reality
Posted by Mark Foss
Two weeks ago I wrote about customer service. Transit customers again are in the news. A recent article highlighted a gap between transit agency announcements and customer perceptions.
The New York Times reported Monday that passengers did not believe the on-time performance claims by New York City’s commuter railroads. Official claims were that better than 95 percent of the trains ran on time in 2009. The claims of on-time performance were used as a marketing tool. Many commuters disputed those claims.
On-time results varied between New York’s three major commuter railroads and by time of day. The New York Times investigation revealed that on-time performance problems happened mostly during rush hour. The majority of riders travel during rush hour. Rush hour travel times also have a high impact on business and personal agendas. Thus, late trips are also noticed most during time of day.
Rush hour trips account for about a third of the trips run. However, calculation of on-time performance was made based on all the trips made during the day. Consequently, the railroad agencies could claim 95 percent on-time performance. Apparently, the average on-time performance didn’t reflect the average customer experience.
Another recent article reports that Metropolitan Transit Authority (MTA) faces mounting rider frustration and mistrust. A combination of service cuts and rate hikes have given rise to a “Rider’s Rebellion.” “We will be asking riders to sign a riders’ bill of rights. This bill of rights outlines exactly what the state should be doing for the region’s eight million subway and bus riders — affordable fares, clean, safe, accessible stations. These are the types of things that riders should be getting for their fare money and they’re not”, said Paul Steely White of Transportation Alternatives.
Equipment failure also influences customer perceptions. A June 2010 FTA study states that a national backlog of $77.7 billion exists to bring all public transit assets up to date — including urban and rural transit operators — rail, bus, paratransit and vanpool (p. 1). About 900 passengers were stranded in MARC train cars when the locomotive broke down in June. The Maryland Department of Transportation spent $100 million to replace aging MARC system locomotives.
Amid budgets in crisis and aging equipment, demand for transit is still strong. Customers need reliable information. And transit agencies need to publicize success to promote ridership. A clear message is crucial. Customer dissatisfaction can arise from either a poorly crafted messages or from poor service. Service delivery must match the message. Promotion campaigns can backfire.
Mark Foss has more than 24 years experience working for King County Metro Transit. His experience includes work as a bus operator, special ridership coordinator in accessible services and 1st line transit supervisor. Currently, he works as a communications coordinator in the transit control center (TCC). Contact him via LinkedIn.