Hillsborough Transit Authority Voice of the Customer Wave 2 • Dec 2015
Methodology • This report contains the results of Wave 2 of the HART Customer Satisfaction Survey, which was conducted December 8 – 15, 2015. The results are compared with the Wave 1 survey results which was conducted August 25 – September 1, 2015. • 519 surveys were completed by customers on board HART buses. • Surveys were administered on all routes during all service periods throughout the day on weekdays, Saturday and Sunday in quantities proportional to each route’s total ridership. • Riders were offered a one day bus pass as an incentive for completing the survey. 2
Frequency of HART Use • The percent of customers surveyed using HART service at least five days per week increased by 64% from Wave 1 to Wave 2. • Approximately 70% of customers utilize HART service primarily for travel to and/or from work or school Frequency of HART Use Most Frequent Trip Purpose 66% 90% 70% 77% 80% 60% 70% 46% 50% 60% 47% 40% 50% 30% 40% 23% 30% 30% 20% 13% 10% 11% 17% 9% 15% 9% 8% 20% 6% 10% 5% 5% 10% 2% 2% 0% 0% 0% Work Education Leisure/ Shopping Medical 5+ days per 3-4 days 1-2 days 2-3 times One time a Social week per week per week per month month or less Wave 1 Wave 2 Industry Avg Wave 1 Wave 2 Industry Avg 3
Change in Ridership • Over 80% of HART customers are riding as much as they did in the past couple years. • Change in the availability of personal transportation is the primary reason customers decrease their use of HART services If not, what has prevented you from riding as much? Are you riding as much 60% 54% this year as you have in 50% the last 1-2 years? 40% 30% 23% No 20% 16% 8% 6% 6% 10% 2% 2% 0% 0% 0% Yes 84% Wave 2 Note: Question was added in Wave 2 4
Transit Dependence • Over 70% of HART customers indicate they do not have a choice of whether to use HART service • Among discretionary riders, convenience and economics are the most frequently cited reason for using HART service 37% The bus comes so often it’s just as convenient Do you have a choice 34% whether to use HART 34% I want to save money on gas, parking, etc 33% buses or not? 11% I want to be able to work instead of driving 8% 74% 71% 80% 80% 8% I want to support public transit 60% 60% 13% 29% 40% 40% 26% 7% I want to be able to drink / have fun 6% 20% 20% 4% 0% 0% It’s better for the environment 7% Yes No 0% 5% 10% 15% 20% 25% 30% 35% 40% Wave 1 Wave 2 Industry Avg Wave 2 Wave 1 Question: Do you have a choice whether to use HART buses or not? Question: If you do have other options, what is the #1 reason you choose transit? 5
Net Promoter Score NP NPS poses oses the e ult ltima imate e quest estion ion: � How w lik likel ely y are re you ou to o recommen recommend HAR ART ser service ice to o frien iends s and famil mily? y? 6
Net Promoter Score • The Net Promoter Score increased by 48% from Wave 1 to Wave 2! • The increase in Wave 2 was due to the transition of Passives to Promoters 35% Change 31% from Wave 1 to Wave 2 30% 54% Promoters (9-10) + 23% 37% 25% 21% 20% 24% Passives (7-8) 15% - 23% 47% 12% 10% 22% Detractors + 6% 5% (0-6) 16% 0% 0% 20% 40% 60% Net Promoter Score Wave 1 Wave 2 Industry Avg Wave 2 Wave 1 Question: All things considered, how likely would you be to recommend riding a HART bus to a friend or neighbor? 7
Availability • More than 80% of customers agree that the location of HART bus routes are convenient • Over 65% of customers surveyed in Wave 2 are satisfied with the frequency of HART service 84% The bus routes are conveniently located for me 82% 70% The buses operate on the days and at the times that I need them 71% 66% The frequency of service is satisfactory 73% 50% 60% 70% 80% 90% % Answering “Strongly Agree” or “Agree” Wave 2 Wave 1 8
Time • 77% of customers agree that trip times are reasonable. • In Wave 2, the percent of customers who agree that the bus usually runs on time decreased from 76% to 71%. 77.0% The bus gets me to my destination in a reasonable amount of time 77% 74% Transferring to another bus to complete my trip is simple, easy, and timely 70% 71% The bus usually runs on time 76% 40% 50% 60% 70% 80% % Answering “Strongly Agree” or “Agree” Wave 2 Wave 1 9
Acceptable Wait Times • Over 75% of HART’s customers feel it is acceptable to wait up to 5 minutes for a bus. • If HART’s “On Time Performance” was at 100%, 75% of HART customers would be satisfied (based on HART’s definition of On Time Performance). 50% 45% 45% 40% 33% 35% % fo Responses 30% 25% 21% 18% 20% 15% 9% 8% 8% 10% 7% 7% 6% 5% 3% 3% 3% 3% 3% 3% 2% 5% 2% 2% 2% 2% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0 1 2 3 4 5 6 7 8 9 10 15 20 25 30 75 Minutes Acceptable Wave 1 Wave 2 10 Question: How many minutes do you feel is acceptable for a bus to arrive beyond its scheduled time?
Transfers • 76% of customers have to make at least 2 transfers to reach their destination in Wave 2, compared to 56% in Wave 1. 57% 60% 50% 41% 40% 32% 30% 20% 19% 20% 15% 12% 10% 5% 0% 0 1 2 3 or more # of Transfers Wave 1 Wave 2 Question : How many buses do you normally have to transfer onto in order to complete your trip? 11
Satisfaction with Information • The percent of customers who agree that it is easy to get information about HART’s services & schedules increased from 83% in Wave 1 to 92% in Wave 2. 92% It is easy to get information about HART's services & route schedules 83% 83% It is easy to find out if the buses are running on schedule 81% HART provides timely and effective 72% communication regarding detours and 73% service changes 50% 60% 70% 80% 90% 100% % Answering “Strongly Agree” or “Agree” Wave 2 Wave 1 12
Customer Service • Approximately 80% of customers agree that bus drivers are helpful and knowledgeable. • The percent of customers who agree that HART is focused on customer service decreased slightly from Wave 1 to Wave 2. Bus drivers are helpful and professional. 79% They are knowledgeable of all routes and 81% services. 78% Bus drivers are curteous 77% 72% HART is focused on customer service 76% 50% 60% 70% 80% % Answering "Strongly Agree" or "Agree" Wave 2 Wave 1 13
Cleanliness & Security • The percent of customers who agree that HART buses and shelters are clean decreased from Wave 1 to Wave 2. • In Wave 2, there was almost a 10% increase in the percent of customers who feel that HART is concerned for the safety of their customers. 67% 88% The buses are driven in a safe The bus is clean manner and I feel that HART is 74% concerned for my safety 81% 59% 78% I feel safe and secure waiting for Bus shelters are clean my bus 69% 77% 50% 60% 70% 80% 50% 60% 70% 80% 90% % Answering "Strongly Agree" or "Agree" % Answering "Strongly Agree" or "Agree" Wave 2 Wave 1 Wave 2 Wave 1 14
Customer Service Representatives • The percent of customers who agree that Customer Service answers their calls promptly declined further in Wave 2 to 52%, a 20% decrease from Wave 1. • Less than 60% of customers in Wave 2 agree that HART Customer Service representatives are helpful and courteous. HART Customer Service 58% representatives are helpful and courteous 68% When contacting HART Customer 52% Service, my calls are answered promptly 65% 50% 55% 60% 65% 70% % Answering "Strongly Agree" or "Agree" Wave 2 Wave 1 15
Contacting Customer Service • Nearly 30% of customers have contacted HART customer service in the past 3 months. • Of those, 82% feel that their issue was resolved. Have you contacted HART with a question, concern or complaint If yes, was your issue resolved? in the last 3 months? 80% 74% 71% 90% 81% 82% 70% 80% 60% 70% 50% 60% 40% 50% 29% 26% 30% 40% 20% 30% 19% 18% 10% 20% 10% 0% Yes No Yes No Wave 1 Wave 2 Wave 1 Wave 2 16
NPS by Problem Resolution • Customers whose problems were not resolved by Customer Service are unlikely to recommend HART. This is even more pronounced in Wave 2. 46% 50% 38% 40% Wave 2 Overall NPS 31% 30% Wave 1 Overall NPS 21% 20% 10% 0% Problem Not Resolved Problem Resolved -10% -8% -20% -30% -40% -41% -50% Wave 1 Wave 2 NPS of those whose reported problems 17 were not resolved
Overall Satisfaction • More than 80% of customers in Waves 1 and 2 expressed overall satisfaction with HART service. • The percent of customers who feel that HART’s service has improved over the past year increased by 21% in Wave 2. • Over 95% of customers in Waves 1 and 2 feel that service quality has improved or stayed the same over the past year. Overall Satisfaction with HART Service Quality Over Past Year Service 70% 59% 60% 60% 51% 55% 49% 46% 50% 50% 38% 40% 40% 31% 29% 30% 30% 20% 20% 13% 13% 5% 10% 10% 3% 2% 3% 3% 1% 0% 0% Very Satisfied Neutral Dissatisfied Very Improved Stayed about the Gotten worse Satisfied Dissatisfied same Wave 1 Wave 2 Wave 1 Wave 2 18
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