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2CV UK 35 King Street, Covent Garden, London WC2E 8JG t: +44 (0) 20 7655 9900 f: +44 (0) 20 7655 9901 www.2cv.com 2CV North America 460 Bush St FL 1, San.

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Presentation on theme: "2CV UK 35 King Street, Covent Garden, London WC2E 8JG t: +44 (0) 20 7655 9900 f: +44 (0) 20 7655 9901 www.2cv.com 2CV North America 460 Bush St FL 1, San."— Presentation transcript:

1 2CV UK 35 King Street, Covent Garden, London WC2E 8JG t: +44 (0) 20 7655 9900 f: +44 (0) 20 7655 9901 www.2cv.com 2CV North America 460 Bush St FL 1, San Francisco, CA 94108 t: +1 415 956 1004 www.2cv.com 2CV Asia Pacific 104a Tanjong Pagar Road, Singapore 088524 +65 6574 5015 www.2cv.com Bakerloo Line Detrainment: Understanding the nature of over-carries 2CV Research March 2013

2 Bakerloo Line Detrainment: understanding the nature of over-carries 2 Contents Understanding who gets over-carried and why Customer attitudes to over-carries Evaluating the potential solutions Over-carry situation Methodology

3 Bakerloo Line Detrainment: understanding the nature of over-carries 3 Methodology  17hrs of Observation sessions with intercepts across different locations Queens Park:12hrs observation sessions with intercepts Tower Hill: 2hrs observation session with intercepts Kennington: 3hrs observation session with intercepts  6 x 1.5hr focus group sessions  5 x single recruited intercepts (accompanied over-carries)

4 Bakerloo Line Detrainment: understanding the nature of over-carries 4 Understanding who gets over-carried and why

5 Bakerloo Line Detrainment: understanding the nature of over-carries 5 Four Customer Types ‘Bubble’ Headphones, newspapers, books and iPads Absorbed in ‘own world’ Still waking up in the morning or wanting to retreat at the end of a long day Sleepers Just tired Night shift workers Had a night out Language English not first language Tourists Last Minute Boarder Running down stairs at QP and jumping on last carriage Catching the train last-minute at earlier stations

6 Bakerloo Line Detrainment: understanding the nature of over-carries 6 Several LU factors prevent the message getting through Quality & Frequency of PA The Station Journey and station info doesn’t alert customers to the issue Language & Tone of Voice Lack of In-Carriage Info Improvement in these areas would not only improve over-carry situation, but also the general customer experience

7 Bakerloo Line Detrainment: understanding the nature of over-carries 7 Lower passenger numbers between 11am – 3pm… Exacerbates the problem… No herd behaviour – customers miss one major cue to get off the trains Many carriages have less than 5 passengers Passengers spread themselves further apart during off-peak travel Some passengers even prefer to have ‘their own’ carriage

8 Bakerloo Line Detrainment: understanding the nature of over-carries 8 Customer attitudes to over-carries

9 Bakerloo Line Detrainment: understanding the nature of over-carries 9  In the grand scheme of things, over-carry is not a big issue in the customer’s view of Tube travel  Participants expressed surprise that this was the subject of the focus group  A humour is expressed widely about this subject – it may have undertones of anxiety, but generally people tended to laugh as their first impression Customers do not perceive an over-carry situation to be a serious incident Why is this even an issue? Maybe they should do a slightly cynical, tongue-in- cheek campaign… ‘Oooops!’ Maybe they should do a slightly cynical, tongue-in- cheek campaign… ‘Oooops!’ Have there been complaints?

10 Bakerloo Line Detrainment: understanding the nature of over-carries 10 There is a perception that customers and TfL need to take equal responsibility for over-carries Customer responsibilityTfL responsibility  Responsibility for themselves and their journey  To listen to announcements and other information  To pay enough attention to get to their destination  To provide accurate and up to date information  To be proactive and clear in delivery  To ensure a good level of service and customer care I think they need to try to keep customers informed and make sure the live information is good We can’t baby everyone – you have to take some responsibility The need to make announcements and be clear If you’re not listening then that’s just tough luck – you cant expect them to do it all

11 Bakerloo Line Detrainment: understanding the nature of over-carries 11  When customers are told of the procedure TfL is perceived as being proactive and keeping their side of responsibility As long as TfL ensures clear and effective communication, it is the customer’s responsibility to do the rest Current procedure feels sufficient TfL just needs to have clear and understandable announcements If they’re doing all that, then what’s the problem? We don’t need hand- holding…

12 Bakerloo Line Detrainment: understanding the nature of over-carries 12 Evaluating the potential solutions

13 Bakerloo Line Detrainment: understanding the nature of over-carries 13 There are a number of effective solutions Least effective Most effective Engine off

14 Bakerloo Line Detrainment: understanding the nature of over-carries 14 Many solutions are also considered to improve customer experience  Access to information and announcements is essential to help customers feel in control and reduce stress levels  An in-carriage dot matrix and clear and audible announcements are perceived to be hygiene factors – initiatives that should be implemented as standard to provide positive customers experiences, not just a solution to the over-carry problem.  CCTV is also felt to improve customer experience by providing a stronger sense of safety across the network “Clear announcements; that’s not a solution that should be something that is just standard practice” “I thought there was already CCTV on all the trains. That’s what I would expect”

15 Bakerloo Line Detrainment: understanding the nature of over-carries 15 Solutions perceived to have a potentially negative impact on customer experience are rejected  Some solutions are recognised for there effectiveness but rejected when they impact on personal experience It would really annoy me if my service changed; especially for something that doesn’t seem like a big issue” Claxon A loud, disruptive noise is recognised as being highly effective across all customer types But, felt to have a strong negative on their personal experience and is therefore rejected as a long-term solution Human Manual detrainment is spontaneously raised as a highly effective solution; one that would guarantee reduced over-carries But, the negative impact on frequency of service across the line means that overall it is rejected

16 Bakerloo Line Detrainment: understanding the nature of over-carries 16 Solutions that work for different customer types Extreme Bubble SleepersLanguage Last Minute Boarder Engine off

17 Bakerloo Line Detrainment: understanding the nature of over-carries 17 Solutions that work for different environment issues Quality & Frequency of PA The Station Language & Tone of Voice Travel info doesn’t alert customers to the issue Lack of In-Carriage Info

18 Bakerloo Line Detrainment: understanding the nature of over-carries 18 Over-carry situation

19 Bakerloo Line Detrainment: understanding the nature of over-carries 19  Embarrassed, feeling silly  Anxious, scared  Frustrated, annoyed about the delay  Still unaware Customers acknowledge they may feel a range of emotions I would Google ‘stuck on the Tube at Queen’s Park ‘ I would call a friend I would pull the alarm I would feel pretty silly It could be scary, especially if you were in the dark If I didn’t know what was happening and I was there for a while, I would want to escape… I might still be asleep! I’d just be confused…

20 Bakerloo Line Detrainment: understanding the nature of over-carries 20 Tested announcements for an over-carry feel appropriate  Work to both reassure and inform customers  Customers feel the announcement message, language and tone of voice meets their needs  N.B Inter-car canopy's would be helpful to prevent people trying to exit the train in a situation of extreme emotional response “That’s perfect. It tells you what’s happening and you know you can just stay there” “It’s reassuring and you know you’re only going to be there for a short time” “You just need to know what’s happening”


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