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Determining Priorities for Good Customer Service

Determining Priorities for Good Customer Service. Int’l Assc. of Transportation Regulators September 2005. What To Prioritize?. Clean new vehicles Courteous drivers Driver geographic knowledge Telephone response times Street hail/taxi stand availability …. and on. Key Considerations.

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Determining Priorities for Good Customer Service

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  1. Determining Priorities for Good Customer Service Int’l Assc. of Transportation Regulators September 2005

  2. What To Prioritize? • Clean new vehicles • Courteous drivers • Driver geographic knowledge • Telephone response times • Street hail/taxi stand availability • …. and on

  3. Key Considerations • Axiomatic: • Safety • Accountability

  4. Key Considerations • Priorities will depend on current service quality • Also depend on markets being served • Downtown stand/hail markets • Airport on-demand trips • Neighborhood telephone calls • But an answerable question!

  5. Axiomatic (No Further Discussion)

  6. Research Methodologies • Surveys (quantitative methods) • Focus groups (qualitative methods) • Customer research not the only tool • Observational data • Company computerized dispatch records • Complaints • Constituency groups

  7. Survey Goals • Objectively quantify customer attitudes • Identify strengths and weaknesses • Put data in context of everything else we know • Help tell the story

  8. Survey Methods • Sample of users • Mostly closed-end questions • Quantify responses

  9. Survey Methods • Telephone • Residents • Can use customer lists • Intercept • Short in-person interviews • Mail and Email/web-based • Need lists

  10. Survey Examples

  11. Overall Satisfaction

  12. Attribute ratings

  13. Attribute ratings

  14. Attribute ratings

  15. Attribute ratings

  16. Desired Improvements

  17. Desired Improvements

  18. Desired Improvements

  19. Evaluating Response Times

  20. Evaluating Response Times

  21. Evaluating Response Times

  22. Credit cards 29% of residents say important to be able to use credit cards to pay the fare 42% of visitors say credit cards important Other Topics (Anaheim surveys)

  23. Assistance with packages 14% of residents needed assistance Driver assisted 68% of those needing assistance Other Topics (Anaheim surveys)

  24. Other Topics (Anaheim surveys) • Filing complaints • 32% of residents have thought of making complaint • 55% would know where to call -- nearly all would call cab company

  25. Other Topics (Anaheim surveys) • Taxi usage • 6.6 taxi trips per month (residents) • Main trip purposes: • Shopping • Recreational/social activity • Commuting • Personal business/medical • 2.5 taxi trips during their stay (visitors)

  26. Other Topics (Anaheim surveys) • Other • 27% had personal car available last time used a cab • 20% driver offered cell phone number • Average age of residents: 37 • 7% age 60 or over

  27. Methodology: Highly useful to evaluating service needs Provides objective information that carries weight Not necessarily expensive Setting priorities: Pattern that service response times are significant concern Potential to grow ridership Conclusion: Surveys

  28. Focus groups • Goals • Rich detail • Not quantifiable • Methodology • 8-12 taxi users or potential users • 11/2 - 2 hour moderated discussion • Cover range of customer segments

  29. NYC Focus Groups • Technology enhancements • Understand reactions and requirements • Drivers • Passengers • What are keys to passenger and driver acceptance?

  30. Methodology • 6 driver groups, segmented by shift lessees, weekly lessees, owner-drivers • 4 customer groups • Discussion aided by one-page questionnaires • Concept-level discussion

  31. Passenger Reaction • Context of cab-riding • “Time out” • Want to be treated as a customer • Unease with driver

  32. Passenger Reaction • Credit and debit cards • Noncash payment methods highly valued • Speed and reliability of transaction essential • High concern with security • Surcharges viewed as unfair, unreasonable • Maintain control of transaction

  33. Passenger information monitors Acceptance highly dependent on PIM capabilities, advertising and passenger control Map is primary selling point Advertising should provide value to customer Customers want choice and control Passenger Reaction

  34. Context of driving a cab Primary concern is making money Approach enhancements skeptically Postive about customer enhancements Want professionalism and skills recognized Driver Reaction

  35. Credit and debit cards Overall quite positive provided financial impacts are mitigated Not expecting higher tips/more riders Driver Reaction

  36. Passenger information monitors Neutral or positive if concerns addressed Cost Vandalism Annoyance to passengers Summonses for nonworking devices Driver Reaction

  37. Text messaging Very positive - see direct benefits Driver Reaction

  38. Vehicle tracking and electronic trip sheets Mixed reaction Trip sheets lack full functionality of paper trip sheets Some owner-drivers express privacy concerns Driver Reaction

  39. Great potential for improving passenger and driver experience “Devil is in the details” Passengers: Speed, ease of use, control Drivers: Cost and revenue implications Conclusions to NYC Project

  40. Conclusion • Surveys and focus groups provide highly valuable information • Forms key part of picture to help set priorities

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