The Art of Managing Customer Behavior

1. The Art of Managing Customer Behavior Ashish John San Mateo County Transit District San Carlos, CA

2. Content • Results – Why control no-shows? • Policy and principles • The “art” of managing customers • Techniques

3. Why have a no-show process? • Reducing no-shows and late cancels adds capacity to the system at low cost (compared to buying more vehicles) • Reduced no-shows and late cancels can also be used to improve efficiency and service quality • Other customers benefit from reduced no-shows / late cancels • Helps educate customers about service policies and requirements • Year 1 results: No-shows reduced 50%, late cancels reduced 70%

4. Policy and Principles • Policy: customers who no-show or late cancel (Less than 1 hour before the ride) three or more times within a 4-month period will have their service suspended for 30 days. • The goal is to get customers to use the service responsibly, rather than to suspend them • Strong emphasis on education - inform customers of how the service works & how to make it work for them

5. Principles related to administration • Sound evidence is the starting point for discussion with a customer • Understanding what is within the customer’s control is key to determining an appropriate response • Health status must be considered • Continuity of contact with customers through one person making calls

6. Process to respond to customers • Gauge the customer’s attitude • Acknowledge the customer’s experience • Inform / remind them of policy • Encourage them to take personal responsibility for their actions • Recognize their desire to do the right thing • Select the best solution to produce a change in behavior

7. The “Art” of Managing Customers • Active two-way conversation • Determine what is within customer’s control • Identify the best solution • Broaden the customer’s perspective and transform their thinking process • Give and take between service features and customer needs • Know your customer history • Willingness to be flexible based on new customer revelations • Insight into how to clarify the customer’s understanding of policies • Know how to involve support people

8. Techniques • Active listening • Verify what happened using recorded phone calls, MDT’s, AVL, other departments, other resources • Get the customer to actively participate in conversation • Involve family members, social service agencies, others if appropriate • Keep records of conversations • Ask them for possible solutions

9. Additional Techniques • Be an asset, not a threat • Build rapport with the customer and build a relationship over time • Be patient and keep perspective and a sense of humor

10. Conclusion • Disciplined, yet compassionate approach yields results • A variety of techniques are needed to be effective • Customize the response to each individual • Education is the key to empowering customers to stop being a no-show or late cancel

11. For more information Bill Welch Manager, Accessible Transit Services SamTrans 650-508-6475 welchb@samtrans.com Ashish John Customer Relations Specialist SamTrans 650-508-6335 johna@samtrans.com