MyCiTi Customer Insights Programme Summary Presentation August 2014
Contents • Why conduct a study in the first place? • The what’s and how’s of the study • What is the Engager Model? • Insights over time – The importance of choice of mode of transport – The presence of MyCiTi – Uptake as a regular commute option – Who are we competing with for non-users? – The experience of users – How we are viewed versus other options by non-users? – Are we engaging the public emotionally? Are we creating fans? – Are we using the right communications tools and is our message getting through? – How are people reacting to the card payment system? Are there any issues? • The latest wave’s watch points 2
Why conduct a study in the first place? 3 3
A tracking study is …… Market research (interviews with the public) That happens repeatedly over time Firstly, what is a tracking study? To monitor the performance of a product or service (experience or perception or feeling) In order to pick up and address issues as they occur 4
A tracking study …… Allows us to keep an ear to the ground among the commuting public so that …. We can understand and address any Why is it important to issues that our users have with the service conduct one in the and the brand We can understand and address any first place? barriers (real or imagined) that those not using us have We can tailor our actions (operational and marketing/comms) in a focused way to achieve our goals 5
Couldn’t we just make an educated guess? We could but ….we come from relatively similar context which is different from many of our commuters, so we will always frame things according to our context and not theirs MEASURE • Presence MEASURE • • Uptake Satisfaction • • Experience Engagement • Media MARKETING OPERATIONS A world class service Pride, emotional for all connection DELIVERY OF ADVOCACY & PROMISE DESIRE AMPLIFIED ATTRACTION + RETENTION = STABLE & GROWING COMMUTER BASE 6
The what’s and how’s of the study 7
Overarching project objectives A B Existing markets Future markets (routes currently served – CBD, Table View, (Short/Medium term: Mitchells Plain & Airport, Woodstock/Salt River, Montague Khayelitsha) Gardens, Century City residential areas, Atlantic Seaboard, Melkbosstrand, Du Noon, Atlantis & Hout Bay) • Measure awareness of the intended service • roll out & current levels of understanding Gauge client satisfaction & experience • across service touch points Identify information gaps and needs • • Measure the awareness and understanding Measure perceptions & expectations of the of MyCiTi communications service • • Measure the MyCiTi brand equity & monitor Measure MyCiTi brand equity pre & post this over time launch 8
What is the Engager model? 9
Engagement: How we define and measure it Brand engagement describes a deeper brand relationship, one that is driven by an open, engaging and participatory conversation between brands and the people they want to talk to. It reflects new understanding and models of how brands and communications work. Engager is driven by five principles: People’s response to brands is primarily 1. unconscious, emotional and multi-faceted 2. Brand behaviour is more important than brand attitude 3. The biggest influence on behaviour is the behaviour of others 4. Open, participatory brand relationships, involving a two-way dialogue, build stronger, deeper brand engagement, advocacy, sales and loyalty 5. Brand advocacy is more powerful than communication alone 10
Engagement: What each dimension represents Explores the influence of other people on perceptions and decisions Goes beyond awareness Looks at the level of to understanding the depth recommendations and tone of of customers’ familiarity and conversations around the brand experience Measures the amount that Measures the clear people interact with and offer expression of a brand’s input to the brand overall vision Understands the extent that Identifies if people view a brand people will fight through barriers as being genuine and true to to act on their attitudinal their image commitment to the brand Looks at emotional Seeks to understand the proximity to the brand depth of a brand within a consideration set 11
Insights over time 12
Why do we want to know this? Users: Are we a true part of the fabric of their lives and the cityscape? The presence of MyCiTi Non-users: Are we top of mind so that if barriers are removed we are considered as a first alternative? 13
Awareness of MyCiTi over time In the latest wave, top of mind awareness of MyCiTi among non-users has increased significantly User - Total Aware Non-user - Total Aware User - Top of Mind Non-user - Top of Mind 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100 100% aware 97 97 99 98.0 98.0 93.0 98 96 98 93 95 93 86 80 81 78.0 75 Press around Khayelitsha launch and strike , as well as a resurgence of presence on some existing routes may 60 have contributed to this increase in top of mind awareness amongst non-users BUT still below 50%. 42 42 41 40 34 33 31.0 29.0 24 20 0% aware 0 Q 1 (Aug '12) Q 2 (Oct '12) Q 3 (Dec '12) Q 4 (Mar '13) Q 5 (Jun '13) Q 6 (Sep '13) Q 7 (Nov '13) Q8 (May '14) Source:Q1a: Spontaneous awareness and Q1b Aided Awareness of transport methods
Non-user: Awareness of MyCiTi amongst non-users Very low spontaneous recall of MyCiTi amongst non-users on current routes; Table View, Montague Gardens as well as on new routes such as Melkbosstrand, Du noon, Atlantis & Hout Bay Quarter 7 Quarter 8 Spontaneous (n=375) (n=300) Aided Awareness 96 100 City Centre residential 16 80 95 5 100 100 Table View 40 60 32 68 Current Routes 92 95 Woodstock-Salt River 20 72 59 36 96 92 Montague Gardens 24 72 44 48 100 96 Century City residential 48 52 64 32 96 100 Atlantic Seaboard 44 52 84 16 100 96 Melkbosstrand 42 58 40 56 76 Du Noon 4 72 100 Atlantis 20 80 88 Hout Bay 12 76 Planned Routes 96 Hout Bay residential 44 52 92 Atlantis residential 0 92 100 Du Noon residential 12 84 86 86 Mitchell's Plain 8 78 3 73 78 78 Khayelitsha 6 72 47 47 Source:Q1a: Spontaneous awareness and Q1b Aided Awareness of transport methods
What are the key take-outs? User top of mind awareness remains stable at high levels Non-user top of mind awareness has improved, but there are still over 50% who do not have Key points the service as top of mind Areas where top of mind awareness needs to be improved amongst non-users are Hout Bay, Du Noon, Atlantis and Mitchell’s Plain
Why do we want to know this? Is the service being adopted as a regular part of commuter’s daily lives or just as an occasional means of transport Uptake as a regular commute option Regular commuting would mean the objectives of providing an alternative means of daily transport and a stable commuter base have been achieved 17
User: Purpose for current MyCiTi usage amongst users MyCiTi is mainly used to commute to and from work in all areas but to a lesser extent in the CBD, Melkbosstrand, Atlantis & Hout Bay. There is an opportunity for MyCiTi to convince people to use the service for more than commuting to work and for driving use as a commuter service Quarter 7 & 8 For commuting to and from work For trips and outings on the weekends To go on shopping trips For special events such as concerts/sports events Other 100 98 100 94 91 88 87 86 85 78 78 80 74 73 68 60 60 54 52 46 46 44 40 40 40 38 36 36 40 33 32 28 24 24 24 22 22 19 16 20 13 13 12 11 11 9 8 8 7 7 6 6 5 4 4 4 4 3 2 2 24% 5% 16% 0 0 0 User (n=525) CBD (n=45*) Table View (n=43*) Airport (n=45*) River Area (n=45*) Montague Gardens Century City (n=50) Atlantic Seaboard Melkbosstrand Du Noon (n=50) Atlantis (n=50) Hout Bay (n=25*) Woodstock/ Salt (n=72) (n=50) (n=50) Added in Q7 Added in Q8 Added in Q5 *Caution: Small sample size Source:Q3b: For which purposes are you currently using the MyCiTi bus service? Routes: Route respondent was recruited at
What are the key take-outs? Uptake of the service as a regular commuting option is strong and users are convinced that MyCiTi is the ideal transport option. However, there could be a stronger presence of regular commuters in Hout Bay – a need to investigate reasons for not taking up as a regular commute and determine whether there Key points are actions that can be taken. If there is simply a lack of need, a smaller service could be considered. If there is a need, but the service is not being used, understand whether this is about scheduling or some other barrier. The service is currently attracting people away from private cars and Golden Arrow.
Why do we want to know this? Who are we Who we need to recruit commuters from will determine the type of barriers we will face competing with for and therefore the messaging we will need to non-users? use to convince them to change 20
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