Measurement of the quality of the passenger experience Professor Andrée Woodcock Transportation and Mobility Faculty Research Centre, Coventry University, UK

Outline of Presentation The challenge Origin of the project Aims and objectives The METPEX team Project delivery Results Continuing the journey

The challenge

Reality

Origin of the Proposal: Human Factors

Aims and Objectives In order to attract people on to public transport, the perception of it needs to improve. The first step in improvement is to develop a tool that can be used to measure the quality of public transport in a reliable and standardized way which recognizes the whole journey, multimodal experience. Aim of METPEX to develop a standard set of validated tools for operators, authorities and other stakeholders Assess the extent to which the measurement of the passenger experience can be used to drive innovation and attention to transport quality from the customer’s perspective in the transport industry.

METPEX Consortium of 16 partners

Method Creation of an extensive set of variables Prioritized and mapped these on to research instruments Real time and retrospective surveys On line collection through a game and sat nav application and on line survey Focus groups

Example of Real Time Data Collection Push questions to users during journey, based on their profile and journey

Survey Results 5,275 valid samples (from 6,355 completed responses)

Reported Travel Satisfaction

Key Performance Indicators Based on statistical analysis of the results, KPIs were developed which recognised the complexity of real journeys. These relate to: Different stages of the journey Different transport modes Different user types Importance of these lies in their validity an range of factors considers. Can be used to form the basis of tools to measure quality of passenger experience by : Operators Authorities Researchers Passenger interest groups

Nearly 30 Perceived Quality Components

Variables associated with the Design of Transport Stations KPI Adequate staff presence Character & atmosphere of stations Clear routes through stations to vehicles Levels of congestion Overall accessibility of the stations Overall quality of station facilities & services Signage to other forms of transport Temperature inside station facilities Wifi provision Benches/seating provision Overall cleanliness & maintenance Availability & accessibility of lifts & escalators

Indicators specifically associated with different transport modes 1.On trip performance 2.Ticketing & performance before travel 1.On trip performance 2.Ticketing & capilliarity 1.Service integration & reliability 2.Comfort & staff helpfulness 3.On trip quality 4.Tickets & timetabling 5.Fares convenience 6.Information quality 1.Reliability 2.Ticketing and coverage 3.Comfort on board 1.Information & safety 2.Environment 3.Sympathy of design 4.Intermodal travel & barrier free access 5.Pavements 1.Cycling infrastructure 2.Quality of information 3.Bikers’ interests 4.Relationship with PT 5.Easiness of carrying bikes 1. Traffic calming & parking

Indicators specifically associated with different user groups, irrespective of mode 1.Safety & security, comfort and staff helpfulness 2.Integrate tickets & range of fares 3.Reliability 1.Facilities & parking 2.Reliability 3.Ticketing 4.Comfort 1.Information & accessibility 2.Performance issues for elders 3.Travel services 4.Infrastructure design 1.Low cost service issues 2.Comfort 3.Convenience 1.Information issues 2.Barriers to visitors

Indicators specifically associated with different user groups, irrespective of mode 1.Quality issues specific to group 2.General quality issues 3.Ability to meet individual needs 4.Ground services 1.Quality issues, specific to impairment 2.Information issues (general & specific) 3.General quality issues 4.On board quality and information 5.Comfort 1.Service design & information 2.Reliability 3.Convenience 1.Service coverage & costs 2.Journey/ground aspects 3.Comfort & availability 1.Design & quality on board 2.Journey/ground aspects 3.Comfort & availability

Indicators specifically associated with special user groups, using Public Transport 1.Infrastructure design 2.Targetted provisions 3.Service operations 4.Ticketing 1.Communication aspects 2.Information design 3.Reliability & punctuality

Focus Group convergence of issues Passenger and operator attitudes Complaints procedures difficult Inaccessibility of smaller stations and vehicles Lack of reliable transport information Staff availability and knowledge in stations and vehicles Overcomplicated ticketing /zoning Poor quality audio information Potential discrimination against certain groups People cannot easily access facilities they need, when they want

Indicators for each stage of the journey 1.Pretrip information 2.Ticketing & performances while boarding 1.Staff behaviour 2.General aspects 3.Trip specific aspects 4.Service characteristics 1.Infrastructure design 2.Trip specific aspects 3.Safety & security

Summary One of main outputs has been a set of indicators which can form the basis of different measurement tools which can measure different components of the perceived quality of the journey irrespective of the transport system and of the kind of traveller; perceived quality of the journey when different forms of public transport and active means are used, irrespective of the kind traveller; perceived quality of the journey when travellers belong to specific groups, irrespective of the travel means; perceived quality of the journey when travellers belong to specific groups and public transport is used; perceived quality of the journey for the different phases of the journey experience (pre-trip, walking to/from travel means, waiting…).

Additionally Back end survey management system featuring Encryption Servers with back up and quality checks Campaign management Data entry Tailoring of questions based on needs of client Monitoring response rate Running campaigns based on users e.g. to measure perceived quality of particular service for particular user group

Continuing the Journey after METPEX METPEX, working with current, but informing new transport directions Integration of spatial and transport planning Accessibility

Acknowledgements METPEX was funded under FP7-SST-2012-RTD-1, under the SST Research actions regarding the accessibility of transport systems work programme. I would like to formally express my gratitude to all partners for their hard work and wholehearted support for the project. Angre – Regional Development Agency of Grevena - Greece Eurokleis s.r.l _ Italy Integral Computing - Romania ITENE - Spain Politecnico di Torino –Italy Sboing - Greece Signosis - Belgium TERO - Greece Zurich University of Applied Sciences - Switzerland Coventry University -UK Federation Internationale de l’Automobile -Beligium Interactions -Ireland Royal Institute of Technology (KTH) - Sweden RSM - Italy SmartContinent – Lithuania VTM Consultores - Portugal

Improving passengers’ experience in public transport