People today have so many touch points. The key for any organization, particularly transit agencies, is to streamline their feedback loops.
First, let’s start by defining “connection” for transit systems. The word connection means different things to different brands, but for transit, connecting with riders likely means:
- Giving an opportunity for feedback
- Making the transit process as seamless as possible
- Taking the burden out of using mass transit
There are a few main ways to connect and communicate with riders today:
- Ask drivers to pass along information they hear from riders
- Providing relevant information to your riders when they need it
- Rollout a digital solution (whether it be social media, texting or an app) because that’s where pretty much everyone under the age of 40 is now
The problem with the first one is drivers have a lot of responsibilities, such as keeping their eyes on the road and their hands at 10 and two at all times. So, making announcements and relaying information — which could be changing in real time, by the way — is not their priority.
Now, drivers are often the ambassadors of any system. While no amount of technology can replace that personal connection for many, the goal is to use technology to enhance operations and improve the overall customer experience.
At the same time, a phone number is important, but many passengers who have feedback are unlikely to take the next step and place a phone call. Unless they have a big complaint or effusive praise, passengers may not write down a phone number and call. This causes you to miss out on valuable feedback that could help improve the passenger experience.
With this in mind, a solution geared toward people on mobile devices is your best bet to connect and build a rapport with your riders.
People today do everything on their phones — from mobile banking to staying up-to-date on world events to connecting with friends and companies on social media. So, having a social media or mobile presence is no longer a question.