1. Bruce Howard Director, Customer Services and Marketing
Hello. My name is A.J. Olson and I am Deputy Chief of the Metro Transit Police Department. I would like to take a few minutes to share some of the strategies that we employ to keep Metro Transit secure and to explore ways that you can contribute to system security every day.
Bruce Howard Director, Customer Services and Marketing
Metro Transit, Minneapolis MN
2019 APTA Marketing and Communications Workshop

2. Metro Transit Overview

3. Why Text for Safety?
A need to proactively respond to existence and pervasiveness of harassment, safety/security and quality of life issues on board vehicles
2016 Metro Transit Customer Survey
Customers experiencing unwanted contact/comments/touching 3

4. Why Text for Safety?
A need to proactively respond to existence and pervasiveness of harassment, safety/security and quality of life issues on board vehicles
2016 Metro Transit Customer Survey
Has Fear for Safety/Security Ever Stopped You from Using Metro Transit 4

5. What is the vision for Text for Safety?
What is Text for Safety?
A way to contact Metro Transit by text to silently report something that doesn’t look right, or for instances of bad or threatening behavior on a bus, train or at a transit facility other than calling 911.
What is the vision for Text for Safety?
Text for Safety will encourage an environment of respect by providing riders with a tool to take action if bad behavior or harassment happens or they feel unsafe so everyone is comfortable utilizing our services.

6. Text for Safety Desired Outcomes
Increase safety and satisfaction of riders
Increase customers ability to report unsafe or harassment situations
Allow passengers to communicate discreetly without fear of retaliation
Improve perception of our services
Use innovation to improve the customer experience
Expand TCC’s traditional means of receiving messages
Provide faster way to address quality of life issues
Provide ability to comment on service in real time like TNCs
Advance equity
Use 10 digit SMS number in addition to our mobile app so those without resources to purchase a smart phone are able to communicate

7. Contacting Metro Transit via Text
Customers
Transit Control Center(TCC)
Transit Police
Kipsu SMS Dashboard
manages incoming text and responses 24/7
repeat user data stored
multi TCC user access
audible alert settings
Text or
Metro Transit app
66%
34%
Safety risk
Code of conduct
Quality of life
Bus/Rail/Facilities Supervisors
or Customer Relations
Non-safety/security messages
Non code of conduct
Facilities maintenance
Lost and found

8. Using the Metro Transit App

9. Incoming Text to TCC from the Green Line
Guest: There is someone smoking on the eastbound green line train currently just past prospect park, car 226B 2/22/2018 5:49pm | Green Line
TCC: Thank you for contacting Metro Transit. If this is an emergency please call 911 if able. Otherwise we will respond momentarily. 2/22/2018 5:49pm | Green Line
TCC: Can you describe the person? What is their race, age, height? - 2/22/2018 5:50pm | Green Line
Guest: 2 people, African American, 30s 2/22/2018 5:50pm | Green Line
TCC: Are they male or female? - 2/22/2018 5:51pm | Green Line
Guest: 1 male 1 female, in the very front of the car with heavy coats and groceries 2/22/2018 5:51pm | Green Line
TCC: What color are the coats? - 2/22/2018 5:52pm | Green Line
Guest: One dark blue, one medium brown 2/22/2018 5:52pm | Green Line
TCC: which is the male wearing? - 2/22/2018 5:53pm | Green Line
Guest: Male is in dark blue, woman in brown 2/22/2018 5:53pm | Green Line
TCC: Is there anything else that will help identify them? Hats? Pants? Bags of any sort? - 2/22/2018 5:55pm | Green Line
Guest: They have a couple bags of groceries on the seat in front of them, I can't see anything else from where I'm seated 2/22/2018 5:56pm | Green Line
TCC: Thanks, you've been very helpful. Can I have your name in case officers need more info? - 2/22/2018 5:56pm | Green Line
Guest: My name is XXXXX XXXXXXX, I appreciate the quick response 2/22/2018 5:57pm | Green Line
TCC: Thanks XXXXX. If you have another issue or the situation changes, text us again. - 2/22/2018 5:58pm | Green Line

10. Communications to Customers
Interior cards & posters
Newsletter
Web site page
Social media posts
Anti-harassment campaign
Internal communications

11. Statistics Average texts (contacts) per day 2018 (SMS and App)

12. Statistics Total texts by hour of day - 2018

13. Statistics What do riders report?

14. Statistics Where do text messages originate?

15. Statistics Texts related to HARASSMENT by location

16. Customer Feedback
“I really appreciate being able to connect with support and Metro Transit police without having to call and jeopardize my physical safety.” - 8:55am
Green Line customer reporting male smoking onboard train
“I appreciate the quick response” - 2/22/2018 5:57pm Customer reporting smoking onboard Blue Line
“Thank you. I'm glad to know that there's a way to get help without having to call 911.” - 3/15/2018 9:48pm Customer reporting 3 people drunk and yelling on Green Line

17. Measuring Success Customer Feedback Usage numbers Rider survey
- awareness
- usage penetration
- perception of safety

18. Helpful Hints Use a qualified vendor and detail requirements in RFP
flat fee vs per usage charge
ability to add business notes (case number)
multiple staff log ins
audible alerts
Offer a 10-digit # option not just a mobile app
90% of texts come from 10 digit number; 10% mobile app
Communications directly impact usage
24/7 monitoring can be done various ways
Kipsu contact – Sam Panzer –

19. Questions Bruce Howard Director, Customer Services and Marketing
Hello. My name is A.J. Olson and I am Deputy Chief of the Metro Transit Police Department. I would like to take a few minutes to share some of the strategies that we employ to keep Metro Transit secure and to explore ways that you can contribute to system security every day.
Bruce Howard Director, Customer Services and Marketing
Metro Transit, Minneapolis MN
2019 APTA Marketing and Communications Workshop