1. CUSTOMER SATISFACTION
Aaron Weinstein
Chief Marketing Officer
BART
BART Marketing and Research Department

2. Service Increase (eve/Sun)
BART Customer Satisfaction Trends
Budget Cuts
Service Increase (eve/Sun)
1/08
Recession
Chart shows 1996 to 2014, annotations of some of the factors – may be easier to see on handouts. Longer term trends at bottom.
Started at 80% in 1996
Low of 74% in 1998 … after fare increases, work stoppage, renovation program in progress but without payoff yet
Reached high of 86% in 2004 after renovation program produced improvements. $1.2 billion investment in renovation
Gradual decline through 2010 – period of budget cuts
Rebound in 2012
Drop to 74% again – factors included: 2 work stoppages. Main factor: High ridership and an aging infrastructure are stressing the BART system.
Work Stoppage 9/97
BART Marketing and Research Department

3. BART Marketing and Research Department
Quadrant Chart
Overview – identify the most important issues where customers feel we need to improve
48 points…attributes. Points that are further to the right – highly rated (1-7, poor to excellent scale). Points further up most important in terms of overall satisfaction.
Most important: OTP (Green). Still in top right, but down and probably impacted overall satisfaction
Target Issues quadrant: had 7 points last survey, now 15. Least we had was 2004: Train cleanliness, Ticket refunds
Most on-board experience – blue. Two types – cleanliness and crowding. FOF should address many of these but not until 2018 survey….
Defines priorities for Budget Process:
Improved on-time performance
Crossover - reduced delays
Stand-by paramedics
2 more train control technicians to quickly remedy train control problems during peak periods
7 more grounds workers to ensure that the right-of-way is clear of obstructions to avoid service disruptions
Less crowding on trains
Maintenance workers (37) to add shifts at 2 shops
20 more train cars in service during peak periods
Summary
Tracking satisfaction and using it to define investments can yield dramatic satisfaction improvements.
Train temperature
HVAC and electrical controls
Cleaner BART system
Station brightening/station entrance scrub crews.
Escalator canopies.
12 additional station cleaners to clean stations more frequently.
4 additional train cleaners to clean floors and seats.
More pigeon abatement.
BART Marketing and Research Department

4. Impact of Seating Availability
More people stand, and standees give lower ratings
This alone explains a significant part of the drop in overall satisfaction.
In the 2012 survey, 11.4% stood for whole trip.
In the 2014 survey, 15.6% stood for whole trip.
BART Marketing and Research Department