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