Why Passenger Surveys are a Transport Operators Best Friend

Public transport operators who already use passenger surveys may not fully appreciate the 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 the effects of improvements and can, at the same time, help promote new initiatives to customers using the 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 the proper targeting of investment

• allow measurement of the effect of change

• assist in the moral of those implementing change

• ensure that new issues are kept separate from the 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 the 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 the analysis of passenger feedback the 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 the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take years to implement. However, the 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 the objectives for running periodic surveys are twofold.

One objective will be to ensure that the changes and initiatives that are implemented have been effective in addressing passenger issues. A second objective will be to promote and advertise the initiatives that have been implemented and also inform and educate passengers of ongoing improvements and future plans.

Passengers will always be more positive if they can see that improvements have been made and more accepting of outstanding problems if they know that those problems are being addressed.

Keeping Moral

Those implementing change can often develop a siege mentality. Change can take time to take effect and for the passengers to appreciate any improvement.

By monitoring passenger opinion and measuring the results against earlier surveys a successful change programme should see passenger issues change over time, some issues that were problems will no longer be raised.

Passengers will take time to appreciate progress and often those working on a change project will be demoralised with constant criticism from what is often a negative public. It is important that a team implementing change can see clearly the effects of their efforts.

Identifying New and Old

In any long term change management programme issues can change over time. Events can happen that make what was important, no longer important and what wasn't an issue, an issue.

The baseline survey will ensure that the passengers concerns are chronologically documented. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. Periodic surveys will allow changes in passenger attitudes to be monitored.

Online Surveys Make It Easy

Online surveys can reach a broad cross section of any travelling public. They are quick to design and implement and they provide feedback in a format that is ready for detailed analysis. The low cost and flexibility of online surveys allows passenger concern to be targeted at specific groups and particular concerns.

Online surveys provide operators with important market research data as well as a platform to promote and advertise their commitment to passenger satisfaction.

Passengers benefit by having an effective channel to raise issues and through periodic surveys will begin to appreciate that the operator is continually investing and improving the service.The following are links to samples of Passenger Surveys

Sample Passenger Survey for an Airline:
http://www.surveygalaxy.com/surPublishes.asp?survey_id=1166

Sample Passenger Survey for a Train Operator
http://www.surveygalaxy.com/surPublishes.asp?survey_id=1170

Sample Passenger Survey for a Bus Operator
http://www.surveygalaxy.com/surPublishes.asp?survey_id=1167

Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. For more information please visit http://www.surveygalaxy.com

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Customer Service Information:

Related Articles

Are You Giving Your Customers Enough Reasons To Return To Your Business?
Good customer service just isn't enough anymore in the marketplace in which we live. Times are changing and business owners are learning that they need to create such an awesome customer loyalty program that they are always at the forefront of their customers' minds on a regular basis.
6 Reasons Why Complaining Customers are Golden
With Some Tips on How to RespondTt has probably happened to you if you own your own online business. You get an email or even a phone call from someone who is upset or unhappy with this or that about your business.
Making the Connection: Customer Relationships That Build Your Business
Have you ever wondered why you often find a coupon tucked inside your cereal box, or get invited to a customer preview sale at your favorite department store? Those companies know that their existing customers are the best - and most profitable - customers they'll ever have. So it's not surprising that they'll do whatever they can to keep these customers happy and coming back again and again.
Treating the Customer Dissatisfaction Epidemic: How to Go Beyond Simply Masking the Symptoms
Corporations in every sector are spending more than ever before in an attempt to improve their customer service levels. Every year they pour hundreds of millions of dollars into new systems and training programs that promise them the ability to win customer loyalty.
If Everyone Thinks They Give Good Service, Why Do We As Customers Think Its Poor!
First of all let's look at what customer service is all about.If you go into a shop and talk to anyone who works there you expect to be treated with respect, not sold to and to have en enjoyable experience.
Your Actions Tell Your Clients How You Expect To Be Treated
There is a widely accepted principle of human behavior that goes something like this. "Your actions tell the world how you expect to be treated.
Customer Satisfaction Is Your Business
Regardless of what business you are in - you are really in the business of satisfying customers. The degree of customer satisfaction you deliver determines the level of long-term success you will achieve in business.
Customer Service - A Sweet Essence
First let us specifically define customer service. It is the performance of a duty or responsibility due to a customer as a result of selling them a product or service.
The Death of the Loyal Customer
One of my classes in management focused on the repeat customer. The course stressed the importance of the repeat customer to the financial welfare of the business.
Create a Positive, Upbeat, Can-Do Workforce and Dazzle the Customer with Your Caring!
Given the choice of dealing with a positive, upbeat employee with a "can-do" attitude or dealing with a disgruntled, distracted, uninterested one, which would you choose? No contest. Customers always want the best experience possible; they want it to be easy and pleasant to do business with your company.
Stand Out in Business the Write Way
When was the last time you received a handwritten note from a business associate? It may be that it was too long ago for you to remember. On the other hand, if you have gotten one lately, you know exactly who sent it and when.
Provide Exceptional Value - Grow Your Business
The primary objective of a business is to get and keep customers. Growing a profitable business requires providing exemplary customer service and products or services of exceptional value.
Dont Forget your Existing Clients
Quest for new clients shouldn't ignore those who pay the billsAcquisition. It's a big word in small business marketing.
Raising The Bar For Online Magazine Subscription Services And Customer Service
After years of flying below the radar in the magazine subscription service arena online, MagMall.com is gaining traction real fast.
Clients?Do You Really Need Them?
Running a successful business takes a lot of energy and there are so many areas that as a business owner you need to pay attention too.It's not enough to spend heaps of time, money and resources into getting buyers for your goods and services and then leaving those clients/customers to their own devices.
Write a Business Thank-You Note
Have you seen that thing on TV where the gal tellsthe nerd she wonders why he never asked her tomarry him and he stumbles and says "Thank You" andshe turns to butter?The point of the message is that "Thank You" goesa long way to making people feel better.Personally and in business, develop the "ThankYou" habit.
A New Way To Handle Complaints, Or Is It?
What a lot of money we have been wasting on dealing with customer complaints.Instead of dealing with them and attempting to satisfy the customer we should create a process that makes complaining so difficult then when customers complain they get such a huge negative experience and never receive any satisfaction.
Customer No Service - How to Lose a Loyal Customer!
So today was the day where I almost stopped going to my favorite supermarket here in Milwaukee. If you're in Milwaukee, you know the one I'm talking about: the cool one downtown that has 1000 different types of produce, and a whole aisle dedicated to gourmet coffee and teas.
One Critical Question to Ask Yourself Every Day
What happened to the old saying, the customer is always right? I'll bet every one of you reading this article has a "customer service nightmare" story to tell. My most recent nightmare experience took place recently when my business partner and I went in to a wireless phone store to purchase two new pda wireless phones.
Marketing as a Spiritual Practice
"Marketing as a spiritual practice." It sounds contradictory - how can sales and promotion possibly be considered spiritual? But the secret is, once you truly understand that marketing isn't all about struggle, jargon, tricks or gimmicks, spiritual practice is the very root of success.