Those public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys are the ideal way to gather market research information that once analyzed can help identify problems and spawn initiatives required to address them, further surveys can monitor the initiatives effectiveness and promote the changes to the customers.
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.
Operators can use passenger surveys to ascertain from their customers what the main concerns are. By analyzing passenger feedback operators can confirm that their improvement and investment plans are in tune with the passenger demands and concerns. Issues can be classified by priority and if they can be addressed in the short or long terms.
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 can also lead to some high profile problem areas being identified that have solutions that can be implemented almost immediately.
Measuring Change
From having established a comprehensive programme from an initial survey the objectives for running periodic surveys are twofold.
An important 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 need to know that their concerns have been understood but once that they know that the operators are taking steps to address their problems then they can become more tolerant towards the outstanding problems.
Keeping Moral
Those implementing change can often develop a siege mentality. Passengers may be slow to appreciate any improvements as it can take time for the changes that are made to have a positive effect.
By canvassing 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 vital 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.
Having a survey that will act as a baseline will make sure that any passengers concerns can be documented chronologically. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. Monthly 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 means that it is simple and practical to highly focus on the concerns of specific groups.
Not only will online passenger surveys make it easy to collect important market research data it will also deliver a message to the passengers that the operator has a genuine pro-active commitment towards passenger satisfaction.
Passengers will benefit from having an effective channel to raise issues and through regular surveys the passengers will start to appreciate that the operator is committed to investing and improving the service. The following are links to samples of Passenger Surveys
Sample Passenger Survey for an Airline Carrier: Airline Passenger Survey
Passenger Survey for a Train Operator: Train Operator Passenger Survey
Sample Passenger Survey for a Bus Operator: Bus Operator Passenger Survey
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