Hillsborough Transit Authority Voice of the Customer Wave 4 • Jan. 2017
Customer Characteristics Age and Income • In all 4 Waves, more than half of HART customers are between the ages of 18 – 39. • Over 70% of HART customers in Waves 2, 3 and 4 have annual incomes of less than $25,000. Purpose of HART Use • Over 65 percent of customers in Waves 2, 3 and 4 use HART buses most frequently for work. Transit Dependence • The percent of discretionary riders increased to an all time high of 33% in Wave 4. 2
Net Promoter Score NPS poses the ultimate question: How likely are you to recommend HART service to friends and family? 3
Net Promoter Score The Metric - Assesses loyalty and word of mouth favorability among customers - Introduced in the Harvard Business Review - Allows for performance comparisons between organizations across different business sectors Sample NPS Scores How it Works - “All things considered, how Entity NPS likely would you be to Apple Inc. 70% recommend riding a HART bus Airlines 23% to a friend or neighbor?” Car Rental 18% 9-10: Promoters Agencies 7-8: Passives Internet Service 5% 0-6: Detractors Providers - NPS = Promoters - Detractors 4
Net Promoter Score HART NPS by Survey Wave 60% 48% 50% 40% 35% 31% 30% 21% 20% 10% 0% Wave 1 Wave 2 Wave 3 Wave 4 Industry Avg • The Net Promoter Score has increased consistently each Wave, with Wave 4 increasing by 128% over Wave 1! 5
Why did the NPS Increase? Overall Satisfaction • The percent of customers who are very satisfied with HART’s service overall has continuously increased each Wave, reaching nearly 50% in Wave 4. • Over 95% of customers in all Waves feel that service quality has improved or stayed the same over the past year. Customer Service • The percent of customers who agree that HART is focused on customer service continued to increase in Wave 4. Availability • Nearly 90% of customers in Wave 4 agree that the location of HART bus routes are convenient. • Customer satisfaction with the frequency of HART’s service increased by 16% from Wave 3 to Wave 4. 6
Top 10 Customer Importance Factors • Fare price and buses arriving on time remain in the top 3 most important service factors for customers. 1 1 2 1 1 2 1 3 2 2 2 3 4 3 3 3 4 5 4 4 4 5 6 5 5 5 6 7 6 6 6 7 8 7 7 7 8 9 8 8 8 9 10 9 9 9 10 11 10 10 10 11 12 11 11 11 12 12 12 13 13 12 13 13 13 Wave 1 Wave 2 Wave 3 Wave 4 7
Recommendations On-Time Performance • As On-Time Performance improves, create an onboard campaign for customers to recognize positive On- Time Performance. Call Center • Continue to monitor Call Center performance at the department and individual level. Driver Customer Service • Consider conducting additional customer service training for bus operators. Quarterly Monitoring and Results Management • Survey customers on a quarterly basis. • Compile CSI scorecard results on a quarterly basis. • Conduct performance, outlier, and trend analyses based on quarterly CSI results. 8
Hillsborough Transit Authority Voice of the Customer Wave 4 • Jan. 2017
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