Even public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Gathering market research is only one use for surveys, a second is the ability to measure the effectiveness of new initiatives as they are introduced and a third is to help promote the new initiatives 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.

Passenger surveys allow operators to identify those areas 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 high and low priority, as well as long and short 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, 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 aim will be to verify that passenger concerns have been properly addressed by any of the changes and initiatives that are implemented. 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 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 noticed by the passengers.

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.

Those tasked with implementing change and making improvements can become very demoralised as suffering passengers are slow to appreciate the efforts that are being made and are therefore negative in their comments. It is essential 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. The situation can change instantly so that due to an event what was important, is no longer important and what wasn’t an issue, is suddenly an issue.

Having a survey that will act as a baseline will make sure that the passengers concerns can be chronologically documented. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. Periodic 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. A main features of online surveys is their low cost and flexibility that allows operators to publish multiple surveys that will target individual groups who may have specific concerns.

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 commitment to securing positive 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

Why should you bother?

The life blood of any business is good customer service. Although you should try and attract new customers good customer service will help generate customer loyalty and encourage repeat business. With each satisfied customer your business will secure many more customers through word of mouth and you should always keep in mind that if you are not taking proper care of your customers there is always a competitor that will.

A customer satisfaction survey will help by not only identifying problem areas but will also demonstrate to your customers that you care and are proactive in looking for ways to improve the service that you provide.

 

Where do you start?

Objective – Before you start compiling your survey you should first consider what the objectives of the survey are, in that way you will remain focused and find it easier to decide what questions to ask.

Analysis – Once the survey has been completed consider how you will analyze the answers.

Keep in mind that ‘closed’ questions (where a respondent is asked to choose from a limited number of responses) are much easier to analyze than ‘open’ questions (where the respondent can reply in anyway they want).

A lot will depend on the volume of respondents, the higher the volume the more important it is to have an easy method of analysing the results.

Opportunity – As well as obtaining valuable market research data keep in mind that customer surveys are also a good way to advertise areas of your service that your customers may not be aware of.

Before you publish the survey confirm that the questions you have asked will provide you with market research data that when analysed will help you make informed decisions.

Then, from a marketing view point read through the survey, confirm that you have phrased each question so that every opportunity has been taken to promote your business?

The ideal question will perform the following three functions:-

• Market research – provide valuable feedback to help you improve your customer satisfaction levels and in turn your business
• Marketing – promote aspects of your business
• Information/Education – advertise a service that you provide that your customers may not have been unaware of

For example:- Do you find the in-store baby changing facilities useful?

In asking this question the store will hopefully not only receive useful feedback on the baby changing facility but they will also promote the store as being child-friendly even beyond the customers who actually require the facility.

Warts and all – to benefit most from a customer survey you need to be prepared to accept criticism.

A customer satisfaction survey should be designed to identify any problem areas so that they can be fixed; conducting regular customer satisfaction will help prevent complacency and will also give early warning on where you may be losing business to your competitors initiatives.

 

What questions should you ask?

Depending on their own particular size and makeup each business is likely to have unique factors in relation to providing good customer services however there are common areas relevant to all businesses be they a physical store, online store or a service industry. The following are key areas to providing good customer service.

Communication – Do you do anything to help your customers communicate with you?

When a customer telephones is the phone answered promptly; are enquiries about products or services properly handled? Good businesses will make every effort to ensure that whatever the customers query it is resolved by the right person, quickly, politely and fairly.

If there are reported problems that cannot be resolvable immediately do you promise to respond in a given time period and do you deliver on your promise?

Use a customer satisfaction survey to ensure that all your staff are considered by your customers to be knowledgeable, courteous and helpful.

Location – Do your customers find it easy to visit you, if a physical bricks and mortar store, is it conveniently located with good access?

Making it pleasant, making it easy – For an internet business it is important to ensure that your website is easy to use and aesthetically pleasing.

Physical store or online website, is the store properly laid out, can your customers find what they need and is there sufficient information and help on hand to explain how a particular product works?

The right quality products – Not only should you measure the quality of the service that you provide but you should check that the products and services that you market are what the customer wants and closely match their expectations.

Value for money – Cheap or expensive is not always a good measure, value for money is.

Do your customers consider that the products you sell or the services you provide are value for money, if not, why not?

Speed and attention – Regardless of the type of business most customers will want to be dealt with quickly but attentively.

Are you doing everything you can to avoid any delay?

Good businesses will try to treat each customer as an individual, does yours? Attention is one thing but this has to be hand- in-hand with a quick and satisfactory resolution of the query.

Demographics and Specific issues – Take the opportunity to profile your customers, for example their gender, age group and where they live?

Understand your customers more and you will be able to better target your business.

Encourage customers to highlight their specific problems and provide contact details.

 

What is next?

Once the survey has been completed analyse the results.

Trends – Identify specific and common areas where the service needs improving.

Ask yourself if any criticism is valid and is there anything that can be done to resolve or minimise the problem?

Training – Are all employees properly trained and do they have sufficient knowledge?

Where employee training programmes have been implemented have they had a positive impact on the business?

Follow-up – If a customer who has completed a survey has raised a specific issue ensure that they are contacted and their complaint addressed.

Don’t waste an opportunity to resolve a problem and keep a customer.

Continuously Monitor – Make changes based on the survey results and then re-measure by issuing follow up surveys.

To view a sample customer satisfaction survey for a store that demonstrates some of the above advice please visit:- Sample Customer Survey