1. Customer Service: It’s Not a Department, It’s Our Business APTA Marketing and Communications Conference February 25, 2013 Stella Lin - Department Manager Marketing and Customer Engagement Orange County Transportation Authority

2. OCTA Overview Orange County’s primary transportation agency  Multi-modal focus on freeways, streets, and transit  Bus Transit  80 routes  6,500 bus stops  175,000 daily boardings

3. Back to Basics: 2003-2005 33 Putting Customers First  Retained Transit Advocates  Implemented 80 Initiatives to improve bus service and customer information

4. 44 Results In 2005, OCTA was selected as America’s Best Public Transportation System by the American Public Transportation Association.

5. Recession  Loss of State Funding and Decline in Sales Tax  Service Reduction  400,000 hours lost  Layoffs  43 employees 55

6. 6 Increased Innovation Decreased Budget A Climate for Innovation

7. Doing More With Less 77 Customer Satisfaction Streamlining Customer Service Digital Communication Customer Loyalty Programs Performance Metrics Customer Service Culture

8. Manage Resources: Cut Costs 88  Reorganized Customer Relations  Reduced 12 FTE’s  Renegotiated Customer Information Center (CIC) Contract  Fi rm Fixed Cost per Call  Shift Customer Engagement Calls to the CIC  Comments  Pass Sales  Reduced Fare IDs

9. CIC COST COMPARISON OF PRICING: COST PER CALL vs. FIRM FIXED 99 CIC COMPARISON OF COST PER CALL vs. FIRM FIXED PRICING Fiscal Year Total Call Volume Average Calls per Month Total CostCost Per Call FY 2007-08 769,12764,094$1,786,359$2.32 FY 2008-09 791,35665,946$1,834,260$2.32 FY 2009-10 838,53769,878$1,648,365$1.97 FY 2010-11836,84869,737$1,330,601$1.59 FY 2011-12 818,91368,243$1,334,828$1.63

10. Customer Comment Analytics  10 3 Month Comparison November 2012 – January 2013

11. 11 Complaints – Top Routes Customer Comment Analytics

12. Digital Communication: JustClick 12

13. Digital Communication: Text4Next  13

14. 14 Digital Communication: Social Media

15. 15 Digital Communication: eBusBook

16. 16 Customer Loyalty: iRide Campaign

17. Customer Loyalty: Jingle Pass 17  Sponsorships Offset Discounted Cost  Good for 45 Days  45% Discount 55 percent of Jingle Pass customers used to pay cash

18. Customer Loyalty: Jingle Pass 18 TOTAL BUS RIDERSHIP Ridership increased 5.7 percent over last year during the Jingle Pass period

19. Customer Loyalty: Improve Service 19

20. Customer Loyalty: Expand Options 20

21. Customer Service Culture Sustain the people on the frontline through a culture of support, recognition, and mentoring. 21

22. Customer Satisfaction 22