Ontario's new 407 Express Toll Route has introduced new concepts and technology for tolling into the Greater Toronto Area marketplace. A finely tuned marketing plan spread the message to attract travellers to the highway and to educate them re the technology. For the road to be a success the customers had to be convinced to obtain a transponder. Where the marketing plan let off is where the customer service plan began. Most highways are designed to accommodate traffic. 407 ETR was designed to attract customers. Early in the planning phase of the project it was realized that customer service excellence would be a key success factor in attracting and retaining highway users. The Ontario Transportation Capital Corporation, the owners of the road, called on recognized experts in the field of developing effective business systems and processes, Bell Sygma. The plan for the 407 ETR is to demonstrate that customer service excellence is a way of life. (A)
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