Transportation agencies strive to build new ridership and maintain existing riders by providing high-quality customer service. There are several components of high-quality service that include not only improved elements of public transport services, such as reduced travel times and improved service reliability, but also direct customer service elements, such as real-time arrival/departure information, on-board information and amenities (e.g. wireless internet) and automated fare payment. How agencies communicateeffectively with new and existing customers in routine and emergency situations using technology is described. The state of the practice in agency communications with customers is explained, using the following dimensionsas a way to determine what constitutes successful communication: who the agency is communicating with; content and format of communication; communication timing and frequency; communication dissemination media and access;and capital, and operations and maintenance costs associated with communication. The primary focus is on determining how agencies communicate with new and existing customers effectively. Here effectiveness is defined as providing accurate, clear, accessible, understandable and timely information. An examination of how effectiveness is measured, including its impact on transit ridership is included. This paper is based on research conductedas part of the U.S. Transportation Research Board Transit Cooperative Research Program Synthesis Project SB-14: Methods of Ridership Communication.For the covering abstract see ITRD E134653.
Samenvatting