1. Jason Minser Director of Customer Research METRO (WMATA)
Customer Retention
Jason Minser
Director of Customer Research
METRO (WMATA)

2. Customer Churn 2015 +13K +29K -3K +27K
First lets take a look at riders and what impacts them:
Rail Most Frequent Problematic Experiences
1 Rail reliability
2 Station signage
3 Train comfort (e.g., quality of ride, cleanliness, security)
4 Station security
5 Station climate control
Bus Most Frequent Problematic Experiences
1 Bus reliability
2 Bus on-time performance
3 Bus cleanliness
4 Bus climate control
5 Bus security
Most areas in the bus experience have improved compared to last year at this time.  The one exception is bus stop cleanliness.  Bus stops are maintained by jurisdictions.
+13K
+29K
-3K
+27K

3. Customer Retention Factors
Net WMATA gained 65,000 customers in 2015
Boast a 79-83% retention rate coming out of 2015
Not all attrition is controllable
Displacement
Lifestyle choices
Many factors associated with attrition were in our control:
Service quality
Competitive offering
+65K
Net Customer Gain in 2015
First lets take a look at riders and what impacts them:
Rail Most Frequent Problematic Experiences
1 Rail reliability
2 Station signage
3 Train comfort (e.g., quality of ride, cleanliness, security)
4 Station security
5 Station climate control
Bus Most Frequent Problematic Experiences
1 Bus reliability
2 Bus on-time performance
3 Bus cleanliness
4 Bus climate control
5 Bus security
Most areas in the bus experience have improved compared to last year at this time.  The one exception is bus stop cleanliness.  Bus stops are maintained by jurisdictions.