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1 Enhancing Customer Service through Market Research and Segmentation Paula Edwards Director Customer Care, GO Transit February 27, 2013.

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Presentation on theme: "1 Enhancing Customer Service through Market Research and Segmentation Paula Edwards Director Customer Care, GO Transit February 27, 2013."— Presentation transcript:

1 1 Enhancing Customer Service through Market Research and Segmentation Paula Edwards Director Customer Care, GO Transit February 27, 2013

2 2 A division of Metrolinx 1967 first service launched 64 million passengers moved in ,000 passengers/weekday 80% Rail; 20% Bus Connects 16 municipal transit systems 78 stations / terminals 66,000 + parking spaces GO Transit - Background

3 3 Turning Point for Customer Service 88% train on-time performance in 2008/09 Negative public and customer perception Focus on operations and safety often compromised customer service Lack of customer engagement Led to a 3 year Customer Service Strategy that was approved in 2009

4 4 Research in 2008 Customer Satisfaction Survey – 1 st in 5 years Origin/Destination bi-annual surveys Reactive action based on customer complaints – no trending

5 5 Embedding the Customer into our Culture We Excel Delivering Strategic Services We Anticipate Moving Beyond Expectations We Care II Reinforcing our Commitment We Care I Serving our Customers Excellence Foundations Customer Service Training Roadmap Mystery Shopping Usage and Attitude Study Customer Experience Mapping Retail Strategy Customer Segmentation Customer Satisfaction Executive Workshops Work Customer Online Advisory Panel Customer Comment Dashboard Established the Research and Business Solutions team Passenger Charter Focus Groups Customer Satisfaction Program Research Road Map

6 6 Let GO Know Launched in April-2011 as a foundational tool to elevate research Over 6,700 panellists Average response rate of 41% 70% respond within 24 hrs. Utilized for: - Concept testing for new products - Insights for new programs and initiatives - Feedback on existing products/services Research now completed at 1/10th of the cost of traditional surveys

7 7 How We’re Listening Closing the feedback loop with customers  Website links survey results with action  GO News  Annual progress reports  Public facing scorecard

8 8 Customer Insights Customer Satisfaction Origin / Destination Surveys Let GO Know Customer Comments Ideas At Work Focus Groups Performance Analytics Evolving Research to Insights

9 9 GO’s Customer Segmentation

10 10 GO’s Segmentation Approach Striving to be more than just a transportation provider We learned from Retail; × Every Passenger is the Same × Everyone is Completely Different Natural Grouping of Preferences Designed to create an actionable segmentation of GO riders in order to improve service and communications.

11 11 GO’s Customer Categories GO’s Segments are based on: Demographics and Psychographics Media habits, Hobbies and Interests Satisfaction with and Attitudes towards GO Transit Activities on the GO Reasons for Riding and Frequency of Riding on GO Transit Travel patterns

12 12 “The Happy Rider” “The Working Rider” “The Rider that Wants to be Left Alone” “The Angry Rider” “The Social Rider” “The ‘Hip’ Rider” “The Student Rider” GO settled on 7 distinct passenger personas: “The Happy Rider” GO’s Customer Segmentation

13 13 GO’s Customer Segmentation “The Working Rider” “The Rider that Wants to be Left Alone”

14 14 GO’s Customer Segmentation “The Angry Rider” “The Social Rider”

15 15 GO’s Customer Segmentation “The ‘Hip’ Rider” “The Student Rider”

16 16 In Practice – GO’s Quiet Zone Would you use the quiet car? The Rider that wants to be left alone 84% The Student Rider 81% The Angry Rider 81% The Happy Rider 78% The “Hip” Rider 77% The Working Rider 76% The Social Rider 51% Segmentation Research FoundHow we used the Research Celebrated among six segments An opportunity to delight “The Angry Rider” and the “Rider who wants to be left alone”  Pay attention to “The Social Rider”

17 17 Using Segmentation moving forward Incorporating Segmentation into all research Marketing Plan Courtesy Campaign Brand Design Refresh Social Media Communications Strategy Next multi-year Customer Service Strategy

18 18 How we’re doing:

19 19 What We’ve Learned I.It’s a journey – not a quick win II.Have a Plan. “Without a destination, any road will do" III.It doesn’t need to cost a lot IV.Recognize the diversity/similarities in your customers needs V.Engage executives early and take action VI.Close the feedback loop with your customers

20 20 Thank You! GO, Union Pearson Express and PRESTO are divisions of Metrolinx, an Agency of the Government of Ontario


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