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Customer Satisfaction SurveyTRB National Transportation Planning Applications Conference
Atlantic City, May 2015
Research & Forecasting
Track customer satisfaction & identify key drivers for sixteen NJ TRANSIT markets
Communicate the results to management, customers and stakeholders quarterly
Create quality management teams at NJ TRANSIT to act on and improve key drivers of service from the customers’ perspective
Conducted in-house using a corporate wide approach
Goals and Objectives
Research & Forecasting
Methodology
3
System-wide Customer Satisfaction Survey– Bus, Rail, Light Rail & Access Link
Administer online quarterly since April 2011 Three-week field period in English & Spanish Extensive campaign to boost response rates
in targeted markets 42 attributes of service and three most
important attributes of service
Research & Forecasting
18,75215,186 15,056
22,77920,109
0
5,000
10,000
15,000
20,000
25,000
Baseline 2012 2013 2014 2015
Average Annual Survey Responses
Research & Forecasting
5
# Task Involvement1 Recruitment Research, Marketing &
Communications, Media Relations, Information System, Customer Service & Organizational Performance
2 Survey Instrument
Customer Service, Marketing, Rail, Bus, Light Rail, Access Link & Organizational Performance
Project Tasks by Department
Research & Forecasting
6
# Task Involvement3 Host
SurveyInformation System, Research & Organizational Performance
4 Data Analysis
Customer Service,
Communications & Organizational Performance
5 Reporting Out
Research, Information System, Customer Service, Communications & Public Information
Project Tasks by Department
Research & Forecasting
Task 1: Recruiting
Email blasts: to customers, approximately 500,000 sent over a three week period
Incentives: chance to win a free monthly pass or a $100 gift card
Creative: seat drops on rail & light rail; behind the driver poster on all buses
Company ambassadors / volunteers Survey announcement tagged on MyBus Now
7
Research & Forecasting
Task 2: Survey Instrument
Draft Survey Instrument Review by Organizational Performance,
Customer Service, Marketing & Communications, Operating Departments
Opportunity to obtain other related business information, ex. MyTix, Uber
Program the Survey Test the Survey Translate into Spanish8
Research & Forecasting
Task 3: Hosting the Survey
Selectsurvey.net will host the survey for three weeks
Survey announcement on the NJT website scrolls
Consultant hired to handle Access Link customers who needs assistance with the survey
Invitation will be sent again for markets fell below thresholds during the field period
9
Research & Forecasting
Task 4: Data Analysis
Download data into SPSS Weight and analyze data Scores of 42 attributes for the sixteen markets Demographics, travel/trip information, etc. Key driver report Customer Satisfaction Report Key driver and comment report
10
Research & Forecasting
Sample – System Key Driver Report
Low
High
Low
HighPerformance
Take Less Action
Take Less Action
Maintain & Communicate
Maintain & Communicate
CommunicateCommunicate
1 On-time Performance2 ……3 ……
ImproveImprove
Importance 1 ……
2 ……
…… ……
Research & Forecasting
Sample – Comment Report
12
Key Driver
Top 3 Importan
t Attribute
s(%
Customers)
Score
Key Issues(Customer Comments)
On-time Performance
31%
5.8
Buses sometimes/always late (1, 13, 21, 39, 41, 48, 62, 74); “buses come late or not at all” (34); ……
Weekday AM Peak Schedule
14%
5.8
“There are definitely too few 13 buses in the morning.”; ……
Research & Forecasting
Task 6: Reporting Out
Executive Director Review Customer Service & Administration Review Chair Review Board Meeting Results posted online for public
13
Research & Forecasting
Conclusions Survey was launched in April 2011 About 20,000 customers (5%) responded to
the survey quarterly Survey was administered and analyzed in-
house by NJ TRANSIT staff Results of the survey were shared with
customers quarterly Operation departments act on key drivers
identified by customers quarterly14