Public Transit and Customer Service: A Critical Link TO INSPIRE AND INFLUENCE THE EVOLUTION OF INTEGRATED URBAN MOBILITY INSPIRER ET INFLUENCER L'ÉVOLUTION DE LA MOBILITÉ URBAINE INTÉGRÉE

Mississauga Moves: Crombie Announces Ambitious Rapid Transit Plan Starting a Conversation about Transit If re-elected, Jim Watson’s top priority will be to complete the Ottawa Confederation Line on time and on budget, and begin construction on the Stage 2 LRT in 2018.  

Major Themes Putting Transit at the Centre of Communities Revolutionizing Service Focusing on Customers Greening Transit Ensuring Financial Health Strengthening Knowledge and Practice

To inspire and influence the evolution of integrated urban mobility. Who we are CUTA’s mission is to establish public transit as the primary solution to urban mobility in the achievement of sustainable transportation, and to assist its members in the fulfillment of their mandates. To inspire and influence the evolution of integrated urban mobility.

Integrated Urban Mobility

Integrated Urban Mobility

Connectivity Proximity Mobility We want to be linked to our friends, colleagues and family, and communicate with them instantly. Proximity We want to be near the places we like to hang out, including work, school, shopping and recreation. Mobility We want to be able to get where we need to go, easily, efficiently and seamlessly.

Integrated Urban Mobility The ability for people to move easily from place to place in urban areas according to their own needs. Mobility Management The coordination and optimization of all modes of transportation to enable ease of travel in urban areas.

COTF was created as an output of CUTA’s current strategic plan; supporting Transit Vision’s 2040 goals of “Focusing on Customers” and “Strengthening Knowledge and Practice” COTF’s goal is to foster stronger integration of the customer experience into the strategic and operational mindset of transit organizations

The primary output to date has been several strong customer initiatives that have been developed by member COTF agencies for use by all CUTA member systems: Passenger Charter Wayfinding Voice of the Customer

do our best to be on time always take your safety seriously keep you in the know see that you have a comfortable trip help you quickly and courteously be welcoming and accessible to all do our best to be a good neighbour

LAUNCHING A PASSENGER CHARTER Building Employee Engagement Building Customer Engagement Overcoming Resistance Developing Key Performance Indicators Launch with a bang and maintain Training

Physical products and installation WAYFINDING Graphic design How is the information conveyed graphically? How to create an appropriate image? Physical products and installation What hardware? How installed? How maintained? Bus stops and Stations Stop locator Stop identifier Service information Schedule information Contacts for further information and assistance Regulatory information

VOICE OF THE CUSTOMER Many Tools Available Customer Advisory Committee Focus Groups In-Depth Interviews Internal Research Among Employees Town Halls Online Discussion Forums Customer Comment Analysis Online Surveys Onboard Surveys Online Panels Customer Satisfaction Surveys Tracking Studies Usage and Attitude Research Market Segmentation Customer Experience Mapping Market Assessment Research Mystery Shopping

Examples of Influence with Voice of the Customer Signage and wayfinding – AMT Passenger information system (Montreal) Strategy development – Calgary Transit route development Service planning – Regina Transit 2013 Route changes Customer-facing projects/programs – STM Website testing, GO Transit communication toolkit campaign Product or equipment testing – STM lighting

Customer Segmentation Passenger Charter Arthur Borkwood – Head, Customer Development Toronto Transit Commission Customer Segmentation Paula Edwards – Director, Customer Care Metrolinx – GO Transit Youth Outreach and Engagement Christine Terin – Manager, Marketing & Communications York Region Transit