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Those public transport operators who already use passenger surveys may not fully appreciate the multiple benefits that surveys can bring. Surveys are not only an efficient method for conducting market research that will help towards identifying any passenger dissatisfaction, they are also the perfect tool for measuring the effects of any improvements and can simultaneously help promote new initiatives to the customers using the service.

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.

With passenger surveys operators can confirm those 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.

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 can also lead to some high profile problem areas being identified that have solutions that can be implemented almost immediately.

Measuring Change

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

One aim will be to verify that passenger concerns have been properly addressed by any of the changes and initiatives that are implemented. A second objective will be to promote and advertise 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 changes to take effect and for any improvements to be appreciated by the passengers.

By monitoring 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.

Those tasked with implementing change and making improvements can become very demoralised as suffering passengers are slow to appreciate the efforts that are being made and are therefore negative in their comments. 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.

Having the passengers concerns chronologically documented is possible if a baseline survey is taken. Passengers are themselves an evolving group, individual travel arrangements change, fashion changes, life styles develop along with technology. Regular 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 to design and implement and they provide feedback in a format that is ready for detailed analysis. The flexibility and low cost of online surveys will enable operators to run multiple surveys tailored towards specific groups.

Through online passenger surveys the operators can collate valuable market research data and demonstrate their pro-active commitment to passenger satisfaction.

Passengers benefit by having a forum to raise issues and through regular surveys will begin to appreciate that their concerns are acknowledged and the operator is committed to 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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