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 online passenger surveys to confirm what their customers consider as the main issues. By analysing passenger feedback the operator can ensure that their improvement and investment plans are in line with passenger demands and concerns. Issues can be classified into low and high priority, as well as short and long term plans.
Major capital investment such as the building of infrastructure for example new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take many years to implement. However, significant problems can be identified by the initial survey that have a quick and simple solution and that can be immediately resolved for a minimal cost.
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 educate and inform passengers of ongoing improvements and future plans.
Passengers will hopefully be more positive when they can see that improvements have been made and if they know that problems have been recognised and are in the process of being addressed they can be more accepting of the outstanding problems.
Keeping Moral
Those implementing change can often develop a siege mentality. It can take time for changes to take effect and for any improvements to be appreciated by the passengers.
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.
A baseline survey will help ensure that the passengers concerns are documented chronologically. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. With surveys run on a regular basis any changes in passenger attitudes can be easily 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 of the flexibility and low cost of online surveys it is practical to publish multiple surveys that target specific groups ensuring that the needs of people are fully understood.
Online passenger surveys will provide operators with essential market research data and will establish a platform to allow them to advertise and promote their commitment to high levels of passenger satisfaction.
Passengers benefit by having a forum to raise issues and through regular surveys will begin to appreciate that their concerns are acknowledged and 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