Public transport operators who already use passenger surveys may not fully appreciate
multiple benefits that surveys can bring. Not only are surveys an efficient method of market research that will help identify areas of passenger dissatisfaction, they are also perfect for measuring effects of improvements and can, at same time, help promote new initiatives to customers using service.Establishing a Starting Point
When embarking on any change management programme it is always good practice to establish a base line before any changes are made. This baseline survey can serve four purposes, it will:-
• allow proper targeting of investment • allow measurement of effect of change • assist in moral of those implementing change • ensure that new issues are kept separate from original plan and budget
Targeting Investment
There are many areas of any public transport system that can cause passenger dissatisfaction all of which need to be monitored to ensure that service being provided meets, and where possible, exceeds, performance level targets.
Issues that can be of concern to passenger include:-
- safety and security - punctuality - fares and ticket types - capacity and overcrowding - quality and design of vehicle - cleanliness - facilities at stations and terminals - facilities for passengers with disabilities
Often limited resources and budgets means that investment needs to be carefully planned and properly targeted.
Passenger surveys allow operators to identify those areas that are of most concern to their customers. Through analysis of passenger feedback operator will be able to ensure that their improvement and investment plans are inline with passenger demands and concerns. Issues can be classified into high and low priority, as well as long and short term plans.
Some capital investment such as building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take years to implement. However, initial survey is also likely to identify some high profile areas that can be implemented almost immediately at a relative low cost.
Measuring Change
From having established a comprehensive programme from an initial survey objectives for running periodic surveys are twofold.
One objective will be to ensure that changes and initiatives that are implemented have been effective in addressing passenger issues. A second objective will be to promote and advertise initiatives that have been implemented and also inform and educate passengers of ongoing improvements and future plans.
