1. Driver analysis Aspects driving customer satisfaction
Trine Holand, Market Manager
Tor Arne Wanebo, Senior Analyst September

2. Drivers for public transport
Agenda
About the study
Drivers for public transport

3. About the study

4. Why Conduct Driver Analysis?
A method to determine the strength and direction of relationships between variables.
The result helps to decide which factors to focus on and how much effect we may expect from the factors included in the study.
Frequency
of departure +
Customer satisfaction with buses -
Price

5. About the Study Drivers for public transport When: March 2015
Number of respondents: 2013
Target group: 15 year+.
Living in Oslo or Akershus

6. «A New Type of Analysis»
Traditional linear regression
Ipsos Bayes Network (IBN)
Driver Y
Driver Z
Driver K
Driver X
Dependent variable
Driver X
Driver Y
Driver Z
Driver K
Dependent
variable

7. What is most important for customers when choosing public transport?

8. Sustainable for me and the environment Use time constructively
Drivers for transport alternatives
The fastest option for me in everyday life
Fit my lifestyle the best
Provides efficient utilization of day
Is well accessible
Easy to use
Contributes to less stress in everyday life
A good economical alternative for me
Is predictable
I can go whenever I want
I may change my mind about time and place
A flexible alternative
Gives me time alone
I save time on traveling
I know when I'm arriving
Is to rely on
Gives me a feeling of freedom
I can travel completely undisturbed
Makes me feel refreshed when I arrive
A choice I'm proud of
An alternative fit for the future
A secure way to travel
Gives me a sense of security
A pleasant way to travel
I do not have to look so closely after my stuff
I do not have to take so much consideration for others
The all-in-all cheapest way to travel
Gives me the opportunity to experience a lot
The feeling of being a responsible citizen
Gives the feeling of belonging to the local community
A choice that is respected by others
Gives me a good conscience for the environment
Makes urban areas better places to live and roam
Opens up for the possibility of meeting familiar people
Easy to bring luggage or things
Helping to create a vibrant capital area
Makes me keep my health longer
A social way to travel
I get a rest when I travel
Get fresh air
A fun way to travel for kids
Makes me get fitter
Can use the journey time for something useful
Effective
Freedom
Reliabilty
Sustainable for me and the environment
Use time constructively

9. Use time constructively Sustainable for me and the environment
CAR
F r e e d o m
E f f e c t i v e
R e l i a b l e
Use time constructively
TAXI
Sustainable for me and the environment
WALKING
RUTER
BICYCLE
NSB - TRAIN
45,0%
37,0%
The more public transport is approaching freedom, efficiency and reliability, the more competitive it becomes towards the private car
Base: Alle 1634

10. Frequency is still the most important driver Ranked by importance

11. Driver analysis (2015) HIGH SATISFACTION LOW LOW IMPORTANCE HIGH
Walking distance
Environmental friendly
Possibilities to travel where I want
The network
Route information
Safety
The purchasing process
Travel time
Frequency
SATISFACTION
Reliability
Real-time information
Useful use of travel time
Punctuality
Easy to switch
Usage of the ticketing system
Comfort on board
Friendliness of the staff
To get a seat
Ability to travel directly
The time to wait when switching
Plenty of room
LOW
Information about delays
Price
LOW
IMPORTANCE
HIGH

12. IBN-map “A short and easy journey " «Give me reliable information»
“Drivers that don’t directly affect my satisfaction”
Satisfaction
Pris
Trygghet
Mulighet til å reise dit jeg skal
Benytte
reisetid
Mulighet for sitteplass
At det er god plass om bord
Komfort om bord
Antall avganger
Punktlighet
Gangavstand
Reisetid
Ventetiden
ved bytte
Problemfritt
å bytte
Mulighet for å reise direkte
Pålitelighet
Å kjøpe kort og billetter
Bruk av billettsystemet
Linjenett
Personalets vennlighet
og behjelpelighet
Miljøvennlighet
Rute-
informasjonen
Informasjon
ved forsinkelser
Sanntidsinformasjon
To get a seat
Plenty of room
Safety
Useful use of travel time
Friendliness of the staff
Comfort on board
Walking distance
Possibilities to travel where I want
Easy to switch
“A short and easy journey "
Frequency
The time to wait when switching
Reliability
The network
Travel time
«Give me reliable information»
Punctuality
Ability to travel directly
«Let me travel when and where I want»
Information about delays
Route information
Environmental friendly
Real-time information
The purchasing process
“Drivers that don’t directly affect my satisfaction”
Usage of the ticketing system
Price

13. Traditional Driver Analysis and IBN-map together
HIGH
Walking distance
Environmental friendly
The network
Possibilities to travel where I want
Route information
Safety
The purchasing process
Travel time
Frequency
SATISFACTION
Reliability
Real-time information
Useful use of travel time
Punctuality
Usage of the ticketing system
Easy to switch
SATISFACTION
Friendliness of the staff
Comfort on board
To get a seat
Ability to travel directly
The time to wait when switching
Plenty of room
LOW
Information about delays
Price
LOW
IMPORTANCE
HIGH

14. What we have learned:
The new driver analysis give us new insight on how different variables relate and what’s driving customer satisfaction.
The IBN-map gives great value to see how the different topics relate.
Instead of dealing with 30 different topics, we now have two-three main topics to focus on.
Frequency is an important driver, but is not the one and only important driver.
We must also focus on information and great experiences when switching between means of transport.
The more the public transport deliver on reliability and freedom, the more satisfied the customers are.