Even public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys are the ideal way to gather market research information that once analyzed can help identify problems and spawn initiatives required to address them, further surveys can monitor the initiatives effectiveness and promote the changes to the customers.

Establishing a Starting Point

When embarking on any change management programme it is always good practice to establish a base line before any changes are made. This baseline survey can serve four purposes, it will:-

• allow the proper targeting of investment
• allow measurement of the effect of change
• assist in the moral of those implementing change
• ensure that new issues are kept separate from the original plan and budget

Targeting Investment

There are many areas of any public transport system that can cause passenger dissatisfaction all of which need to be monitored to ensure that the service being provided meets, and where possible, exceeds, performance level targets.

Issues that can be of concern to passenger include:-

• safety and security
• punctuality
• fares and ticket types
• capacity and overcrowding
• quality and design of vehicle
• cleanliness
• facilities at stations and terminals
• facilities for passengers with disabilities

Often limited resources and budgets means that investment needs to be carefully planned and properly targeted.

Operators can use passenger surveys to confirm what their customers consider as the main issues. Through the analysis of passenger feedback the operator will be able to ensure that their improvement and investment plans are in line with passenger demands and concerns. Issues can be classified into high and low priority, as well as long and short term plans.

It may take many years for capital investment to take effect such as the building of new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment. However, the initial survey will almost certainly identify some main concerns that can be addressed immediately and for a reasonable cost.

Measuring Change

From having established a comprehensive programme from an initial survey the objectives for running periodic surveys are twofold.

One objective will be to confirm that any changes and initiatives that are implemented have had the desired effect in positively addressing passenger issues. A second objective will be to advertise and promote the initiatives that have been implemented and also educate and inform passengers of ongoing improvements and future plans.

Passengers will hopefully be more positive when they can see that improvements have been made and if they know that problems have been recognised and are in the process of being addressed they can be more accepting of the outstanding problems.

Keeping Moral

Those implementing change can often develop a siege mentality. It can take time for any change to take effect and for the passengers to appreciate any improvement.

By canvassing passenger opinion and measuring the results against earlier surveys a successful change programme should see passenger issues change over time, some issues that were problems will no longer be raised.

It will take time for passengers to fully appreciate progress and often those working on a change project will need to brace themselves for a barrage of criticism from what is often an impatient public. It is important that a team implementing change can see clearly the effects of their efforts.

Identifying New and Old

In any long term change management programme issues can change over time. Events can happen that make what was important, no longer important and what wasn’t an issue, an issue.

A baseline survey will help ensure that the passengers concerns are documented chronologically. The needs of passengers is in constant flux, individual requirements change, low cost budget carriers now compete directly with luxury travel and even from the same sets of people there is a clear demand for both depending on whether their travel is for business or pleasure. Periodic surveys will ensure that any changes in passenger attitudes are monitored.

Online Surveys Make It Easy

Online surveys can reach a broad cross section of any travelling public. They are quick and easy to design and implement and they provide feedback in a format that is ready for detailed analysis. There is no longer the need to publish a single one size fits all survey, being low cost and flexible multiple online surveys can be published that target specific groups who may have real concerns.

Passenger surveys will collect important market research intelligence and provide a platform to allow the operators to promote and advertise their commitment to achieving high levels of passenger satisfaction.

Passengers benefit by having an effective channel to raise issues and through periodic surveys will begin to appreciate that the operator is continually investing and improving the service. The following are links to samples of Passenger Surveys

Sample Passenger Survey for an Airline Carrier: Airline Passenger Survey

Passenger Survey for a Train Operator: Train Operator Passenger Survey

Sample Passenger Survey for a Bus Operator: Bus Operator Passenger Survey