Those public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Gathering market research is only one use for surveys, a second is the ability to measure the effectiveness of new initiatives as they are introduced and a third is to help promote the new initiatives 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 identify the issues that are of most concern to their customers. 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 low and high priority, as well as short and long term plans.

Major capital investment such as the building of infrastructure for example new terminals, runways, laying new track or upgrading air traffic control or rail signalling equipment may take many years to implement. However, the initial survey will almost certainly identify some main concerns that can be implemented almost immediately at a relative low 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 of the changes and initiatives that are implemented have been effective in addressing passenger issues. A second objective will be to promote and advertise the initiatives that have been implemented and also inform and educate passengers of ongoing improvements and future plans.

Passengers need to know that their concerns have been understood but once that they know that the operators are taking steps to address their problems then they can become more tolerant towards the outstanding problems.

Keeping Moral

Those implementing change can often develop a siege mentality. Not all changes that are made have an immediate effective, some take time before they prove effective and passengers may not appreciate the changes until much later.

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.

Passengers will take time to appreciate progress and often those working on a change project will be demoralised with constant criticism from what is often a negative public. It is vital 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. The situation can change instantly so that due to an event what was important, is no longer important and what wasn’t an issue, is suddenly an issue.

A baseline survey will help ensure that the passengers concerns are chronologically documented. The needs and attitudes of passengers evolve over time, individual travel requirements change, fashion changes, life styles develop along with technology. Periodic surveys will allow changes in passenger attitudes to be 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. The low cost and flexibility of online surveys allows passenger concern to be targeted at specific groups and particular concerns.

Online passenger surveys will make it easy to collate important market research data and will also allow an operator to demonstrate that they have a genuine commitment towards improving 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

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