posted by Vacation Home Rentals on May 19
Even public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys are not only an efficient method for conducting market research that will help towards identifying any passenger dissatisfaction, they are also the perfect tool for measuring the effects of any improvements and can simultaneously help promote new initiatives to the 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.
Operators can use passenger surveys to identify the issues that are of most concern to their customers. 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 into low and high priority, as well as short and long term plans.
It may take many years for capital investment to take effect such as the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment. However, the initial survey may identify some high profile areas where a solution to the raised problems 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.
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 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 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 can be slow to appreciate any progress and can be very negative demoralising those who are working hard to implementing change. 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. Priorities can change instantly so that due to an event what may have been important, is no longer important and what wasn’t an issue, suddenly becomes an issue.
Having a survey that will act as a baseline will make sure that any passengers concerns can be documented chronologically. Passengers are an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. Monthly surveys will ensure that any changes in passenger attitudes are 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. Because online surveys are low cost and flexible it is practical to publish multiple surveys aimed at specific groups such as the disabled passenger, the business traveller and single parents travelling with children.
Passenger surveys will collect important market research intelligence and provide a platform to allow the operators to promote and advertise their commitment to achieving high levels of 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 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
