Even public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys provide an efficient method for conducting market research that will then help identify passenger dissatisfaction and they are also an ideal tool for measuring the effects of any improvements that have been implemented and can help promote the new initiatives.
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 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 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 objective will be to confirm that passenger concerns have been addressed by any changes and initiatives that are implemented. 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 can appreciate that it can take time to resolve some of their concerns and will hopefully become more understanding towards the operators if they know that the problems have been identified and are not being ignored.
Keeping Moral
Those implementing change can often develop a siege mentality. Passengers may be slow to appreciate any improvements that are made as it can take time for changes to have an 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.
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 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. 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.
The baseline survey will ensure that the passengers concerns are chronologically documented. The needs of passengers evolve over time, individual requirements change, fashion changes, life styles develop along with technology, low cost budget carriers now compete with luxury travel and there is a clear demand for both, in some cases even form the same set of people depending on whether their travel is for business or pleasure. With surveys run periodically any changes in passenger attitudes can 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. There is no longer the need to publish a single one size fits all survey, being low cost and flexible multiple online surveys can be published that target specific groups who may have real concerns.
Online passenger surveys will make it easy to collate important market research data and will also allow an operator to demonstrate that they have a genuine commitment towards improving levels of passenger satisfaction.
Passengers will benefit from having an effective channel to raise issues and through regular surveys they will begin 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