This is the FIFTH in a series of presentations that deals with the question: how can we make public transit systems more effective at attracting new riders and shaping urban regions? Alan Hoffman, an internationally recognized expert in transit markets, discusses the findings of market research he has conducted or supervised, as well as his work advising cities and regions across the planet on how to improve their transit systems. This fifth presentation explores the third of the three key strategic variables introduced in Part Two: Customer Experience. It features detailed views of twelve of the many dimensions of customer experience, with many dozens of examples drawn from around the world. The Mission Group is a strategy firm that has helped many cities devise strategies to boost the long-term effectiveness of their transit planning so that they can set and achieve ambitious goals for transforming the role that transit plays in their regions. We're the experts in transit markets.

1. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 1© 1998-2013 by The Mission Group. All rights reserved.
A Market-Focused Paradigm
for Public Transit
THE MISSION GROUP
Part 5—Improving the Customer Experience
Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missionconsult.com
© 2013 by The Mission Group. All Rights Reserved.
PART
5
A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 1© 1998-2013 by The Mission Group. All rights reserved.
A Market-Focused Paradigm
for Public Transit
THE MISSION GROUP
Part 5—Improving the Customer Experience
Alan Hoffman ▪ San Diego, California ▪ (619) 232-1776 ▪ info@missiongrouponline.com
© 2013 by The Mission Group. All Rights Reserved.
PART
5www.missionconsult.com

2. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 2© 1998-2013 by The Mission Group. All rights reserved.
In part 2 of this presentation,
we identified the three key strategic
variables that drive modal choice:
In parts 3 & 4, we looked at Network Structure
and System Performance. Here in part 5, we’ll
look at improving the Customer Experience.
Network
Structure
(Connectivity)
System
Performance
(Time)
Customer
Experience

3. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 3© 1998-2013 by The Mission Group. All rights reserved.

4. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 4© 1998-2013 by The Mission Group. All rights reserved.
Seriously, you’re having trouble
competing against this?

5. The Customer Experience isn’t
so much about amenities, like
whether or not there’s a trash can;
it’s about everything a person
experiences and feels as a result
of and during the service encounter.

6. Ultimately, it’s about whether
your customer feels like she or
he made the right choice
after using your transit option.

7. There are many dimensions
to the Customer Experience.
Here are just a few:

9. Station
Design

10. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 10© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Waiting by the side of the road?
BRT Station, Pittsburgh South Busway

11. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 11© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Waiting by the side of the road?
Rapid Bus Station, Seattle
Info pole
blocking
sidewalk

12. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 12© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Protection from the elements?
BRT Station, Snohomish County, WA
Wind/rain
screens face
both directions
Fare machines
under roof

13. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 13© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Protection from the elements?
BRT Station, Sydney T-Way

14. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 14© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Protection from the elements?
BRT Station, Dakota County, MN
Climate-
controlled
waiting area
Direct entry
to bus

15. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 15© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Protection from the elements?
Light Rail Station, Minneapolis
Overhead
heaters
Open
to wind

16. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 16© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Ease of maneuver?
Blocked Open

17. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 17© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Link to surrounding land uses?
Light Rail Station, Portland, OR

18. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 18© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Link to surrounding land uses?
Streetcar Station, Tampa

19. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 19© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Link to surrounding land uses?
Transitway Station, Ottawa

20. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 20© 1998-2013 by The Mission Group. All rights reserved.
Old New
Woolangabba Stadium Station, Brisbane
Station DesignStation Design | Quality of materials/construction?

21. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 21© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Quality of materials/construction?

22. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 22© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Architectural significance?
BRT Station, San Diego

23. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 23© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Architectural significance?
Streetcar Station, Tampa

24. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 24© 1998-2013 by The Mission Group. All rights reserved.
Station DesignStation Design | Architectural significance?
Streetcar Station, Tampa

25. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 25© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Landscaping?
North Shore Busway Station, Auckland, NZ

26. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 26© 1998-2013 by The Mission Group. All rights reserved.
BRT Stations: Bogota
Station Design | Protection from moving vehicles?
TransMilenio BRT Station, Bogotá

27. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 27© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Protection from moving vehicles?
Tourist Transit Stop, Orlando (Kissimmee)
Wide overhang
Setback
from street

28. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 28© 1998-2013 by The Mission Group. All rights reserved.
Station Design | Protection from moving vehicles?
BRT Station, Xiamen, China

29. Mapping

30. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 30© 1998-2013 by The Mission Group. All rights reserved.
Glasgow: The Overground
Mapping | Topological (network) or topographical?

31. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 31© 1998-2013 by The Mission Group. All rights reserved.
Mapping | Topological (network) or topographical?

32. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 32© 1998-2013 by The Mission Group. All rights reserved.
Mapping | Topological (network) or topographical?

33. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 33© 1998-2013 by The Mission Group. All rights reserved.
Mapping | Topological (network) or topographical?

34. Payment

35. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 35© 1998-2013 by The Mission Group. All rights reserved.
Payment | User friendly?

36. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 36© 1998-2013 by The Mission Group. All rights reserved.
Payment | Smart cards?

37. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 37© 1998-2013 by The Mission Group. All rights reserved.
Payment | Barrier free or controlled entry?

38. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 38© 1998-2013 by The Mission Group. All rights reserved.
Payment | Onboard or offboard?

39. Boarding

40. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 40© 1998-2013 by The Mission Group. All rights reserved.
Level—No Step
Boarding | Level or step?
Light Rail Station, Portland, OR

41. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 41© 1998-2013 by The Mission Group. All rights reserved.
Level—No Step
Boarding | Level or step?
Metrobús BRT Station, Mexico City

42. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 42© 1998-2013 by The Mission Group. All rights reserved.
Moderate Step Big Step
Boarding | Level or step?

43. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 43© 1998-2013 by The Mission Group. All rights reserved.
Extra-Wide Doors
Boarding | Door width?

44. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 44© 1998-2013 by The Mission Group. All rights reserved.
Boarding | Door width?
BRT, Beijing

45. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 45© 1998-2013 by The Mission Group. All rights reserved.
Boarding | Door width?
Supertram, Strasbourg, France

46. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 46© 1998-2013 by The Mission Group. All rights reserved.
Enclosed Stations: Curitiba
Boarding | Gap or no gap?
BRT Station, Curitiba, Brazil

47. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 47© 1998-2013 by The Mission Group. All rights reserved.
Boarding | Disabled access?
BRT Station, Curitiba, Brazil

48. Walking
Access

49. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 49© 1998-2013 by The Mission Group. All rights reserved.
Walking Access | Pedestrian friendly?
Harbor Transitway Station, Los Angeles

50. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 50© 1998-2013 by The Mission Group. All rights reserved.
Walking Access | Landscaping?
Southeast Busway BRT Station, Brisbane, Australia

51. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 51© 1998-2013 by The Mission Group. All rights reserved.
Walking Access | Protection from the elements?
Pedestrian Tunnel to TransMilenio BRT Station, Bogotá

52. Social
Environment

53. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 53© 1998-2013 by The Mission Group. All rights reserved.
Social Environment | Broad socioeconomic appeal?
North Shore Busway Station, Auckland, NZ

54. Vehicle
Interiors

55. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 55© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Interiors | Cluttered or open?

56. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 56© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Interiors | Cluttered or open?

57. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 57© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Interiors | Cluttered or open?

58. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 58© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Interiors | Cluttered or open?

59. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 59© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Interiors | Wheelchair seating?

60. Vehicle
Exteriors

61. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 61© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Aerodynamic?

62. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 62© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Aerodynamic?

63. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 63© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Aerodynamic?

64. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 64© 1998-2013 by The Mission Group. All rights reserved.
These
are the
same
bus,
but
with
differe
nt
Vehicle Exteriors | Livery?

65. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 65© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Livery?

66. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 66© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Livery?

67. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 67© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Livery?

68. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 68© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Transparency (outside looking in)?

69. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 69© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Transparency (outside looking in)?

70. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 70© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Transparency (outside looking in)?

71. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 71© 1998-2013 by The Mission Group. All rights reserved.
Vehicle Exteriors | Small and cute?

72. Transfers

73. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 73© 1998-2013 by The Mission Group. All rights reserved.
Transfers | How easy?
BRT/Metro Transfer Station, Mexico City

74. Running
Ways

75. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 75© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | Interference from cars & pedestrians?
Bus Lane, Sydney

76. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 76© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | Interference from cars & pedestrians?
Bus Lane, Las Vegas

77. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 77© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | Isolation from auto traffic?
Streetcar Tracks, Tampa

78. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 78© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | Isolation from auto traffic?
EmX BRT “Tracks,” Eugene, OR

79. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 79© 1998-2013 by The Mission Group. All rights reserved.
Boston: Silver Line BRT
Running Ways | How attractive an environment?
Image courtesy of Sam Zimmerman
Silver Line BRT Lane, Boston

80. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 80© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How attractive an environment?
Tramway Tracks, Melbourne

81. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 81© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How attractive an environment?
Supertram, Strasbourg, France

82. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 82© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How well integrated into urban fabric?
16th
St Transit Mall Busway, Denver

83. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 83© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How well integrated into urban fabric?
Transit Adjacent Development, Calgary

84. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 84© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How well integrated into urban fabric?
Transitway, Nantes, France

85. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 85© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How well integrated into urban fabric?
Proposed BRT T-Way, Washington, DC

86. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 86© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How well integrated into urban fabric?
BRT Transitway, Curitiba, Brazil

87. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 87© 1998-2013 by The Mission Group. All rights reserved.
Running Ways | How well integrated into urban fabric?
Euclid Ave BRT Station, Cleveland

88. Passen-
ger Info

89. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 89© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Live information?
Metro Rapid Stop, Los Angeles

90. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 90© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Live information?
Tramway Stop, Melbourne

91. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 91© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Live information?
BRT Station, Brisbane, Australia

92. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 92© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Live info kiosks?
Tramway Stop, Melbourne

93. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 93© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Clarity of information?

94. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 94© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Clarity of information?

95. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 95© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Legibility of signage?

96. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 96© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Accuracy of second language?

97. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 97© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Clarity of instructions?

98. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 98© 1998-2013 by The Mission Group. All rights reserved.
Passenger Info | Smartphone apps?

99. Traffic

100. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 100© 1998-2013 by The Mission Group. All rights reserved.
Orlando
Freeways
Relationship to Traffic | Able to bypass congestion?
Bus Shoulder Lane, Minneapolis

101. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 101© 1998-2013 by The Mission Group. All rights reserved.
V-Ways (“Virtual” Busways)
Relationship to Traffic | Signal priority?

102. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 102© 1998-2013 by The Mission Group. All rights reserved.
Relationship to Traffic | Grade separated right-of-way?
Light Rail Line, San Diego

103. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 103© 1998-2013 by The Mission Group. All rights reserved.
Relationship to Traffic | Grade separated right-of-way?
Southeast Busway, Brisbane, Australia

104. There are even more dimensions
to the Customer Experience…

105. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 105© 1998-2013 by The Mission Group. All rights reserved.
Bicycle Integration
Onboard Bike Stands, Snohomish County BRT, WA
Bicycles
roll right on;
no lifting!

106. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 106© 1998-2013 by The Mission Group. All rights reserved.
… are we
having
fun yet?
Ride Quality

107. The list goes on.

108. The Mission Group conducts
Customer Experience Audits
for agencies and other
organizations interested in
improving their transit systems
and building long-term ridership.
THE MISSION GROUP
We’re the transit market experts.
3725 Talbot Street, Suite E • San Diego, California 92106 USA
+1 (619) 232-1776 • info@missiongrouponline.com

109. In the next part of this series,
we’ll address the question:
Does mode matter?

110. A Market-Focused Paradigm for Public Transit, pt. 5: Improving the Customer Experience 110© 1998-2013 by The Mission Group. All rights reserved.
THE MISSION GROUP
3725 Talbot Street, Suite E • San Diego, California 92106 USA
+1 (619) 232-1776 • info@missiongrouponline.com
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We’re the transit market experts.