Atta
chm
ent 1
: A S
trat
egy
for I
mpr
ovin
g Pu
blic
Tra
nspo
rt C
usto
mer
Info
rmat
ion
Publ
ic tr
ansp
ort c
usto
mer
seg
men
tatio
nA
sum
mar
y of
insi
ghts
to d
ate
/ Mar
ch 2
017
Dav
id B
oyd,
Cus
tom
er E
xper
ienc
e Le
ader
Atta
chm
ent 1
to R
epor
t 17.
135
Cus
tom
erSe
gmen
tatio
n
Cus
tom
erfe
edba
ck
Cus
tom
erSa
tisfa
ctio
n‘h
it-lis
t’A
s-yo
u-go
proj
ect
insi
ghts
Staf
f
Cus
tom
er s
egm
enta
tion
obje
ctiv
e
Met
link
Infr
astr
uctu
re
Met
link
Paym
ent &
Ti
cket
ing
Trav
elca
rd
Met
link
Info
rmat
ion
Bus
esTr
ains
Ferr
ies
Stop
sSt
atio
nsW
harv
es
Rou
tes/
serv
ices
Sign
age
Tim
e-ta
bles Con
tact
cent
re
RTI
sign
s
•To
mak
e se
nse
of h
ow o
ur d
iffer
ent c
usto
mer
s be
st in
tera
ct w
ith th
e m
any
touc
hpoi
nts
they
enc
ount
er o
n th
eir j
ourn
ey•
Aim
is to
und
erst
and
cust
omer
nee
ds a
nd p
lan,
prio
ritis
e an
d ta
rget
im
prov
emen
ts to
the
PT
cust
omer
exp
erie
nce
and
grow
pat
rona
ge.
FRA
MEW
OR
KS
to
unde
rsta
nd a
nd m
anag
e th
e cu
stom
er e
xper
ienc
e
Mar
ketin
g/En
gage
men
t
Con
cess
ion
ticke
t
Onl
ine
Met
link
.org
Met
link
app
3rd
part
yap
psSo
cial
med
ia
Ret
ail
On-
vehi
cle
OU
R C
UST
OM
ERS
THE
MET
LIN
KEX
PER
IEN
CE
Segm
enta
tion
appr
oach
2 co
-des
ign
wor
ksho
ps, 2
4 pa
rtici
pant
s
Inte
rvie
w fo
r em
path
y –
spea
k to
peo
ple
abou
t ho
w th
ey tr
avel
Jour
ney
map
ping
–ho
w tr
avel
is e
xper
ienc
ed
thro
ugh
a da
y
Co-
desi
gn –
letti
ng o
ur c
usto
mer
s de
sign
thei
r ide
al fu
ture
Wor
king
with
the
GW
RC
Tra
nspo
rt M
odel
ling
team
16 in
-dep
th in
-hom
e in
terv
iew
s2
cust
omer
wor
ksho
ps, 3
6 pa
rtici
pant
s
Mod
ellin
g an
d an
alyt
ics
–th
e si
ze o
f our
seg
men
ts
and
whe
re th
ey li
ve
The
segm
ents
at a
gla
nce 15
%
15%
40%
10%
20%
Cus
tom
er S
egm
ents
Sch
ool s
tude
ntTe
rtia
ry s
tude
ntW
orki
ng a
dult
Non
-wor
king
adu
ltR
etire
d
Agn
ostic W
illin
g D
epen
dent
Dep
ende
nt
Inde
pend
ent
All
num
bers
are
est
imat
ed
So
far,
2 lif
e-st
ages
th
at m
ake
up m
ost o
f ou
r pea
k tra
vel
popu
latio
n ha
ve b
een
stud
ied
–Te
rtiar
y st
uden
ts a
nd
Wor
king
adu
lts.
The
segm
ents
at a
gla
nce:
Dep
ende
nts
The
segm
ents
at a
gla
nce:
Will
ing
Dep
ende
nts
The
segm
ents
at a
gla
nce:
Agn
ostic
s
The
segm
ents
at a
gla
nce:
Inde
pend
ents
Sum
mar
y of
insi
ghts
Cus
tom
er jo
urne
y m
ap: S
tude
nt n
eeds
and
opp
ortu
nitie
s
Sum
mar
y of
insi
ghts
Cus
tom
er jo
urne
y m
ap: W
orki
ng A
dult
need
s an
d op
port
uniti
es
Dep
ende
nts
Will
ing
Dep
ende
nts
Agn
ostic
sIn
depe
nden
tsSt
uden
tW
orki
ng
adul
tSt
uden
tW
orki
ng
adul
tSt
uden
tW
orki
ng
adul
tSt
uden
tW
orki
ng
adul
tc.
3,50
0(5
%)
c.5,
500
(2%
)c.
25,0
00(2
8%)
c.38
,000
(14%
)c.
25,0
00(2
8%)
c.38
,000
(14%
)c.
36,0
00(4
0%)
c.19
2,00
0(7
0%)
Mos
tly Z
ones
3
and
beyo
nd*
Mos
tly Z
ones
3
and
beyo
nd*
Mos
tly Z
ones
3
and
beyo
nd*
Mos
tly Z
ones
3
and
beyo
nd*
Mos
tly z
ones
1,
2 an
d 3
Mos
tly z
ones
1,
2 an
d 3
Mos
tly z
ones
2
and
beyo
ndM
ostly
zon
es
3 an
d be
yond
See
k ro
utin
e,lim
ited
optio
ns
See
k ro
utin
e,lim
ited
optio
ns
See
k ro
utin
e,
prag
mat
icS
eek
rout
ine,
pr
agm
atic
See
kfle
xibi
lity,
prag
mat
ic
See
kfle
xibi
lity,
soci
ally
cons
ciou
s
See
kfle
xibi
lity,
inde
pend
ent
Flex
ibilit
y,
inde
pend
ent
Live
at f
amily
ho
me
Pred
omin
antl
y in
are
as o
f lo
wer
cost
/sub
sidi
sed
hou
sing
Live
nea
r PT
corr
idor
sK
iss
and
Rid
eR
egul
arm
orni
ng
hour
sIrr
egul
arev
enin
g
Live
nea
r PT
corr
idor
sP
ark
and
Rid
eK
iss
and
Rid
eR
egul
arw
orki
ng
hour
s
Like
wal
king
an
d cy
clin
gC
hose
to fl
at
for
conv
enie
nce
Like
wal
king
an
d cy
clin
gC
hoos
e to
liv
e cl
oser
to
cent
ral c
ity
Live
at f
amily
ho
me
Cho
se to
flat
fo
rco
nven
ienc
eC
an a
fford
ve
hicl
es a
nd
taxi
s
Fam
ily c
ar
shar
eR
equi
refle
xibi
lity
for
youn
gch
ildre
nSu
bsid
ised
pa
rkin
gFl
exib
le
wor
king
ho
urs
Trai
n/B
usTr
ain/
Bus
Trai
n/B
usTr
ain/
Bus
Mos
tly b
usW
alk/
Bik
eD
rive
Mos
tly b
usW
alk/
Bik
eD
rive
Driv
eW
alk/
Bik
eTa
xi
Driv
e
All
num
bers
are
est
imat
es
The
segm
ents
at a
gla
nce
0
50,0
00
100,
000
150,
000
200,
000
250,
000
300,
000
Wor
king
Adu
ltSt
uden
t
Inde
pend
ent
Agn
ostic
Willi
ng D
epen
dent
Dep
ende
nt
Segm
ent i
nsig
hts
All
num
bers
are
es
timat
es
•M
ost o
f our
pea
k cu
stom
ers
use
us th
roug
h ch
oice
•Ve
ry fe
w (l
ess
than
5%
) sol
ely
rely
on
publ
ic tr
ansp
ort f
or tr
avel
to
wor
k or
stu
dy.
Segm
ent i
nsig
hts
•M
ost o
f our
regu
lar c
usto
mer
s (D
epen
dent
s an
d W
illing
Dep
ende
nts)
are
sat
isfie
d w
ith th
e ba
sic
serv
ice
we
offe
r
•H
owev
er th
ere
are
som
e pa
rticu
lar n
eeds
and
exp
ecta
tions
cus
tom
ers
belie
ve s
houl
d be
bet
ter
met
. The
mos
t sig
nific
ant r
elat
e to
:
–A
war
enes
s of
, and
acc
ess
to ri
cher
trav
el in
form
atio
n
–A
war
enes
s of
, and
acc
ess
to fa
res
and
paym
ent i
nfor
mat
ion
–E
asie
r and
mor
e fle
xibl
e w
ays
to p
ay –
an e
xpec
tatio
n of
IFT
–Im
prov
ed a
nd m
ore
cons
iste
nt d
river
/gua
rd b
ehav
iour
–Lo
nger
pea
k w
indo
ws
and
less
pea
k cr
owdi
ng
•O
ur c
usto
mer
s, e
spec
ially
new
er o
nes
(Agn
ostic
s an
d In
depe
nden
ts) w
ant m
ore,
eas
y to
ac
cess
inf
orm
atio
n to
mak
e an
info
rmed
trav
el c
hoic
e an
d ea
sier
way
s to
pay
.
•Th
ese
cust
omer
s ar
e in
tere
sted
in m
akin
g a
mor
e in
form
ed c
hoic
e ab
out t
he b
est w
ay to
trav
el
deliv
ered
thro
ugh
a di
gita
l pla
tform
that
allo
ws
both
trav
el c
hoic
e an
d pa
ymen
t
•Pa
ymen
t and
cus
tom
er in
form
atio
n ar
e co
re c
usto
mer
exp
erie
nce
asse
ts in
det
erm
inin
g pa
tron
age.
Segm
ent i
nsig
hts:
Fut
ure
expe
ctat
ions
Cus
tom
ers’
des
igns
for
inte
grat
ing
smar
t tra
vel
info
rmat
ion
and
paym
ent.
“It w
ould
be
real
ly
good
if th
ere
was
som
e so
rt o
f Goo
gle
app
that
to
ld m
e w
hen
my
bus
was
com
ing…
”
Insi
ghts
: Mar
ket t
rend
s
Ube
r int
egra
tes
book
ing,
real
-tim
e in
form
atio
n an
d pa
ymen
t.
Emba
rk is
typi
cal o
f m
any
inde
pend
ent
jour
ney
plan
ning
app
s
Goo
gle
Map
s pr
ovid
essm
art t
rave
l in
form
atio
n ba
sed
on re
al-
time
traf
fic
cond
ition
s
Segm
ent o
ppor
tuni
ties
CU
STO
MER
RET
ENTI
ON
•Im
prov
e sa
tisfa
ctio
n fo
r exi
stin
g cu
stom
ers
(Dep
ende
nts,
Willi
ng
Dep
ende
nts
and
Agn
ostic
s)
•M
ake
PT
an o
ngoi
ng p
refe
renc
e fo
r lif
e st
age
segm
ents
(stu
dent
s) a
s th
ey a
s th
ey c
hang
e (b
ecom
e W
orki
ng A
dults
)
•R
etai
n ex
istin
g cu
stom
ers
in th
e fu
ture
in a
mor
e co
mpe
titiv
e tra
nsit
mar
ket.
PATR
ON
AG
E G
RO
WTH
•G
row
exi
stin
g m
arke
ts (‘
best
ban
g fo
r bu
ck’)
•In
crea
se W
illing
Dep
ende
nt
patro
nage
off-
peak
•In
crea
se P
T pa
trona
ge b
y A
gnos
tics
•In
crea
se m
arke
t sha
re -
PT
adop
tion
by
Inde
pend
ents
.
PT c
usto
mer
info
rmat
ion
stra
tegy
PT c
usto
mer
exp
erie
nce
wor
k ha
s co
nsis
tent
ly id
entif
ied
cust
omer
info
rmat
ion
as a
ke
y fa
ctor
for i
mpr
ovin
g cu
stom
er e
xper
ienc
e.
•P
rovi
ding
our
less
regu
lar a
nd n
ew c
usto
mer
s an
info
rmed
cho
ice
abou
t how
to tr
avel
, w
ith m
ore
accu
rate
and
sm
arte
r inf
orm
atio
n, w
ill en
cour
age
patro
nage
gro
wth
•P
rovi
ding
our
regu
lar c
usto
mer
s w
ith m
ore
accu
rate
info
rmat
ion
(esp
ecia
lly a
bout
de
lays
and
dis
rupt
ions
), de
liver
ed th
roug
h a
wid
er ra
nge
of d
igita
l cha
nnel
s, w
ill im
prov
e cu
stom
er s
atis
fact
ion
and
rete
ntio
n
•P
rovi
ding
ope
n-so
urce
PT
(RTI
) dat
a to
be
deliv
ered
by
3rd
party
pro
vide
rs w
ill en
able
us
to re
ach
mor
e cu
stom
ers
in m
ore
inno
vativ
e w
ays
at a
low
er c
ost
•A
n op
en-s
ourc
e ap
proa
ch to
man
agin
g ou
r dig
ital a
sset
s w
ill en
able
us
to e
asily
in
tegr
ate
with
3rd
party
pro
vide
rs a
nd a
dapt
with
futu
re in
nova
tions
and
cus
tom
er
expe
ctat
ions
.
