Driver analysis Aspects driving customer satisfaction Trine Holand, Market Manager Tor Arne Wanebo, Senior Analyst 18. September

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

About the study

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

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

«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

What is most important for customers when choosing public transport?

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

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

Frequency is still the most important driver Ranked by importance

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

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

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

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.