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Philip L. Winters Center for Urban Transportation Research University of South Florida ACT Canada 2008.

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Presentation on theme: "Philip L. Winters Center for Urban Transportation Research University of South Florida ACT Canada 2008."— Presentation transcript:

1 Philip L. Winters Center for Urban Transportation Research University of South Florida ACT Canada 2008

2  Highway construction?  Energy conservation?  Parking reduction?  Ridesharing?  Mobility?  Congestion reduction?  Emissions reduction? People Business!

3 Pay attention to retention

4 Retention Affects Growth

5  What does a loyal customer bring?  Customer value increases the longer he/she remains with the agency ▪ Increased growth ▪ Increased frequency of use (e.g., transit rider)  Loyal customers cost less in "upkeep" than new customers ▪ Familiarity with processes and procedures  Loyal customers market the service ▪ Enhanced support for transit, etc. ▪ Those who demonstrate behavioral loyalty AND attitudinal loyalty are more likely to market the services than those who simply demonstrate behavioral loyalty

6 Evaluation begins with how goals and objectives are stated

7  The mission of Transportation Demand Management (TDM) is to reduce single occupant vehicle (SOV) travel …  TDM Program objective is to reduce traffic congestion by …

8  Extent of congestion - spatial  Extent of congestion - temporal  Recurring delay  Speed  Travel time-link  Travel time – trip  Incident duration  Non-recurring delay  Throughput - person  Throughput - vehicle  Travel time – reliability (buffer time)  Customer satisfaction Source: National Transportation Operations Coalition

9  Avoid stating that the need or problem is the lack of the solution you are suggesting.  “The need in this community is for a vanpool program”  “The need at this employer work site is for a parking deck” 9

10  The need is for a vanpool program  The objective is to create a vanpool program  The method is a plan for developing a vanpool program  The evaluation question becomes “is there now a vanpool program or is there not” 10 Nowhere in this discussion are the needs of the targeted customers mentioned!

11 REPORTED Carpoolers in Virginia Trends

12 Don’t forget the Margin of Error and Confidence Interval (90%) ACTUAL ~ +/- 5%

13 1,300 heads are better than 1

14 Current Listserv Members Australia18 Canada 98 Germany1 Spain1 Croatia and Hrvatska1 Ireland3 India2 Malaysia1 Netherlands2 New Zealand17 United Kingdom5 US – state/local govt100 US -.com532 US - Universities102 US – Federal govt128 US -.org/.info/.net60 TOTAL1331

15 SUBSCRIBE NETWORK Membership of over 1,331 TDM Professionals LEARN from other members responses or prior postings Knowledge

16

17  NCTR co-hosts with ACT  Chapters (~ attendees in 20+ locations)  2 Speakers and ~ 30 minutes for Q&A  Sessions are recorded for on-demand playback  Copies of the slides are also available

18  The Future is Now: TDM Marketing in Today’s “Environment” (8/20/08)*  Tips for Planning and Operating Successful Shuttles and Circulators (5/28/08)  Results from 2007 Employer TDM Program Benchmarking Survey (5/21/08)  Innovative Tools for Encouraging Bicycling: Online Bicycle Route Mapping (5/20/08)*  Integrating Transportation Demand Management (TDM) into the Land Development Process (2/20/08)*  * Florida Lunch and Learn Series

19  Climate Change: Tipping Point for TDM or Tipping at Windmills (12/13/07)  Emergency Ride Home in Practice* (11/8/07)  Carsharing in Practice* (8/2/07)  Safe Routes to School: Why They Matter to Kids, to Communities, and to TDM Professionals (7/27/07)  A Look at Employer TDM Programs in the Midwest (6/21/07)  Do You Get What You Incent?: A Virtual Discussion (4/25/07)  * Florida Lunch and Learn series

20  450+ questions and answers  118 case studies  Best Workplaces for Commuters FAQ  Allows Clearinghouse to  respond to more requests overall, in a cost- effective manner  identify topics generating the most inquiries  prioritize services and identify research needs

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22  TRB is part of the National Academy of Science  Funds TDM-related research through the Transit Cooperative Research Program and Highway Cooperative Research Program  Maintains TRIS – an online database of 600,000 records of published and ongoing multi-modal research   Promotes research through annual conference and committees  Annual conference in mid-January in Washington, DC and is attended by over 8,000  Committee on TDM – Lori Diggins, LDA Consulting, chair   new website

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24 marketing resources for TDM professionals2005 ACT International Conference – Anaheim, CA “tdm promotional materials clearinghouse” Operated by The Marketing Institute Florida State University College of Business

25 marketing resources for TDM professionals “promotional materials clearinghouse” online archive of TDM promotional collateral searchable database of over hundreds of print campaigns/materials free stock photography (mostly specific to Florida) tutorials on print, design, and production technical support and instruction available from staff features

26 marketing resources for TDM professionals “promotional materials clearinghouse” searchable gallery Gallery includes audio and video PSAs, niche marketing samples, advertising, etc.

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28 GPS Enabled-cell phone for multimodal data collection and feedback Travel Coach – expert system Automatic purpose detection Automatic mode detection Automatic traffic monitoring The travel path to the left was recorded using TRAC-IT (GPS- enabled cell phone) and imported into Google Earth

29 T rip R eduction I mpacts of M obility M anagement S trategies

30 30 Employee Commute Program Purpose Number of Workplaces Very Great Extent To Some Extent A Small Extent Not At All Meeting with local or state regulations for trip reduction or growth Management Reducing parking demand Responding to employee requests for commute programs Receiving positive community relations/recognition (e.g., Best Workplaces for Commuters) Complying voluntarily with environmental concerns (LEED, ISO 14000) Reducing employee turnover/attracting more qualified job applicants Reducing the cost of parking paid by employer Responding to the lack or limits of public transit service Relocating offices/facilities Creating equity among various office/facility locations Taking advantage of favorable tax treatment for transit and vanpool Benefits Taking advantage of local or state tax benefits for commuter Programs Ensuring continuity of operations in the event of a natural disaster or other disruptive event

31  Transit/vanpool subsidy ($30 or full cost)  Telecommuting (daily 6% average)  Parking Cash-out ($30 or at least 75% of market rate)  Employer proposal 31

32  Choose 3 (only 1 if < 20 employees)  Active membership in TMA  Rideshare matching  Bike lockers and showers  Up-to-date transportation information  Shuttles  Allow for employee paid pre-tax transit vouchers  Preferred parking for carpools/vanpools  Worksite is co-located with shops, day care, etc.  Awards program  Plus more options   NEW 32

33 Importance of tracking customer satisfaction

34  1 dissatisfied customer will complain to 10 to 20 friends and acquaintances,  About 3 times more than the number of people extremely satisfied customers will tell about their experiences Technical Assistance Research Programs, "Measuring the Grapevine, Consumer Response and Word of Mouth" (Coca-Cola USA, Atlanta, GA, 1981).

35 Source: Bay Area Commuter Services results from the Statewide CAP Evaluation (2001) Example: 2,000 requests for matchlists x 4% = 80 people formed pool Awareness Interest Desire Action

36 Recommendations Customer Satisfaction High*Low** Definitely would recommend 77%52% Definitely/probably would recommend 93%75% CUTR, 2001 Statewide Commuter Assistance Program Evaluation (data for South Florida Commuter Services) *Top 4 boxes on 10 point scale **Bottom 3 boxes on 10 point scale

37 They may carry more influence

38  Ask not what your TDM program can do for you - ask what you can do for your TDM program. ▪ (apologies to President John F. Kennedy)  Power of your customer

39 Insanity: doing the same thing over and over again and expecting different results. --Albert Einstein

40  Politicians  Business leaders  Commuters What is the primary purpose of a political leader? To build a majority. If [voters] care about parking lots, then talk about parking lots.” - Newt Gingrich (former Speaker of the House, US Congress)

41 41 Transportation Demand Management (TDM): Strategies that foster increased efficiency of the transportation system by influencing travel behavior by: Mode (how), Time (when and how fast), Location (where and whether), or Route (which way)

42  All commuters are equal, but some commuters are more equal than others.  (apologies to George Orwell, Animal Farm)

43 H old on to existing customers A nticipate questions – begin with end in mind L earn from others – attend conferences like ACT Canada I nnovate and inspire F ocus on people’s needs A sk customers to help you, too X –ray your program – revisit what you have always done

44 Phil Winters Center for Urban Transportation Research University of South Florida


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