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Why Passenger Surveys Are A Transport Operators Best Friend
ublic transport operators
who already use passenger • allow the proper targeting of
surveys may not fully investment
appreciate the multiple benefits
that surveys can bring. Not only • allow measurement of the
are surveys an efficient method effect of change
of market research that will help
identify areas of passenger • assist in the moral of those
dissatisfaction, they are also implementing change
perfect for measuring the effects
of improvements and can, at the • ensure that new issues are
same time, help promote new kept separate from the original
initiatives to customers using plan and budget
the service.
Targeting Investment
Establishing a Starting
Point
There are many areas of any
public transport system that can
When embarking on any change cause passenger dissatisfaction
management programme it is always all of which need to be monitored
good practice to establish a base to ensure that the service being
line before any changes are made. provided meets, and where
This baseline survey can serve possible, exceeds, performance
four purposes, it will:- level targets.
Issues that can be of concern to
passenger include:-
Passenger surveys allow operators
to identify those areas that are
of most concern to their
- safety and security customers. Through the analysis
of passenger feedback the
- punctuality operator will be able to ensure
that their improvement and
- fares and ticket types investment plans are inline with
passenger demands and concerns.
- capacity and overcrowding Issues can be classified into
high and low priority, as well as
- quality and design of vehicle long and short term plans.
- cleanliness
- facilities at stations and Some capital investment such as
terminals the building of new terminals,
runways, laying new track or
- facilities for passengers with upgrading air traffic control or
disabilities rail signalling equipment may
take years to implement. However,
the initial survey is also likely
to identify some high profile
Often limited resources and areas that can be implemented
budgets means that investment almost immediately at a relative
needs to be carefully planned and low cost.
properly targeted.
Measuring Change
Passengers will always be more
positive if they can see that
improvements have been made and
more accepting of outstanding
problems if they know that those
From having established a problems are being addressed.
comprehensive programme from an
initial survey the objectives for
running periodic surveys are
twofold. Keeping Moral
One objective will be to ensure Those implementing change can
that the changes and initiatives often develop a siege mentality.
that are implemented have been Change can take time to take
effective in addressing passenger effect and for the passengers to
issues. A second objective will appreciate any improvement.
be to promote and advertise the
initiatives that have been
implemented and also inform and
educate passengers of ongoing By monitoring passenger opinion
improvements and future plans. 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. The baseline survey will ensure
that the passengers concerns are
chronologically documented.
Passengers are themselves an
Passengers will take time to evolving group, individual travel
appreciate progress and often arrangements change, fashion
those working on a change project changes, life styles develop
will be demoralised with constant along with technology. Periodic
criticism from what is often a surveys will allow changes in
negative public. It is important passenger attitudes to be
that a team implementing change monitored.
can see clearly the effects of
their efforts.
Online Surveys Make It
Easy
Identifying New and Old
Online surveys can reach a broad
In any long term change cross section of any travelling
management programme issues can public. They are quick to design
change over time. Events can and implement and they provide
happen that make what was feedback in a format that is
important, no longer important ready for detailed analysis. The
and what wasn't an issue, an low cost and flexibility of
issue. online surveys allows passenger
concern to be targeted at
specific groups and particular
concerns. Sample Passenger Survey for an
Airline
http://www.surveygalaxy.com/surPu
Online surveys provide operators blishes.asp?survey_id=1166
with important market research
data as well as a platform to
promote and advertise their
commitment to passenger Sample Passenger Survey for a
satisfaction. Train Operator
http://www.surveygalaxy.com/surPu
blishes.asp?survey_id=1170
Passengers benefit by having an
effective channel to raise issues
and through periodic surveys will
begin to appreciate that the Sample Passenger Survey for a Bus
operator is continually investing Operator
and improving the service.The
following are links to samples of http://www.surveygalaxy.com/surPu
Passenger Surveys blishes.asp?survey_id=1167
About the Author:
Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. For more information please visit http://www.surveygalaxy.com
Source: www.isnare.com
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