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Passenger Surveys – Delivering Real Benefits

Public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys provide an efficient method for conducting market research that will then help identify passenger dissatisfaction and they are also an ideal tool for measuring the effects of any improvements that have been implemented and can help promote the new initiatives.

Establishing a Starting Point

When embarking on any change management programme it is always good practice to establish a base line before any changes are made. This baseline survey can serve four purposes, it will:-

• allow the proper targeting of investment
• allow measurement of the effect of change
• assist in the moral of those implementing change
• ensure that new issues are kept separate from the original plan and budget

Targeting Investment

There are many areas of any public transport system that can cause passenger dissatisfaction all of which need to be monitored to ensure that the service being provided meets, and where possible, exceeds, performance level targets.

Issues that can be of concern to passenger include:-

• safety and security
• punctuality
• fares and ticket types
• capacity and overcrowding
• quality and design of vehicle
• cleanliness
• facilities at stations and terminals
• facilities for passengers with disabilities

Often limited resources and budgets means that investment needs to be carefully planned and properly targeted.

Passenger surveys can be used to canvas the customers to find out what the main issues are. Through the analysis of passenger feedback the operator will be able to ensure that their improvement and investment plans are in line with passenger demands and concerns. Issues can be classified into high and low priority, as well as long and short term plans.

It may take many years for capital investment to take effect such as the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment. However, the initial survey is also likely to identify some high profile areas where solutions can be implemented almost immediately and at an affordable cost.

Measuring Change

From having established a comprehensive programme from an initial survey the objectives for running periodic surveys are twofold.

One objective will be to ensure that any implemented changes and initiatives have been effective towards addressing passenger issues. A second objective will be to promote and advertise the initiatives that have been implemented and also educate and inform passengers of ongoing improvements and future plans.

Passengers may be more positive if they can see that improvements have been made and more accepting of outstanding problems if they know that problems have been recognised and are in the process of being addressed.

Keeping Moral

Those implementing change can often develop a siege mentality. It can take time for changes to take effect and for any improvements to be noticed by the passengers.

By monitoring passenger opinion 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.

Passengers will be slow to appreciate any progress and those working implementing change can become demoralised with criticism from what is often a very negative public. It is essential that a team implementing change can see clearly the effects of their efforts.

Identifying New and Old

In any long term change management programme issues can change over time. Events can happen that make what was important, no longer important and what wasn’t an issue, an issue.

A baseline survey will make sure that the passengers concerns are documented chronologically. The needs of passengers is in constant flux, individual requirements change, low cost budget carriers now compete directly with luxury travel and even from the same sets of people there is a clear demand for both depending on whether their travel is for business or pleasure. Regular surveys will allow changes in passenger attitudes to be monitored.

Online Surveys Make It Easy

Online surveys can reach a broad cross section of any travelling public. They are quick and easy to design and implement and they provide feedback in a format that is ready for detailed analysis. Because online surveys are low cost and flexible it is practical to publish multiple surveys aimed at specific groups such as the disabled passenger, the business traveller and single parents travelling with children.

Through online passenger surveys the operators can collate valuable market research data and demonstrate their pro-active commitment to passenger satisfaction.

Passengers benefit by having a forum to raise issues and through regular surveys will begin to appreciate that their concerns are acknowledged and the operator is committed to investing and improving the service. The following are links to samples of Passenger Surveys

Sample Passenger Survey for an Airline Carrier: Airline Passenger Survey

Passenger Survey for a Train Operator: Train Operator Passenger Survey

Sample Passenger Survey for a Bus Operator: Bus Operator Passenger Survey

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