2021 dart customer satisfaction survey results
TRANSCRIPT
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FY 2021 Customer Satisfaction Survey Briefing
Administration CommitteeOctober 26, 2021
Nevin GrinnellVice President, Chief Marketing Officer
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Board Strategic PrioritiesThis briefing supports the following Board Strategic Priorities:
1. Enhance the safety and service experience through customer-focused initiatives.
4. Pursue excellence through employee engagement, diversity,development, and well-being.
5. Enhance DART’s role as a recognized local, regional, and national transportation leader.
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• Objectives and Methodology• Overview• Topline Measures• Drivers of Satisfaction• Customer Engagement• Next Steps
Agenda
Objectives and Methodology
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• This 2021 study was the eighth wave in a continuous tracking study.
• Surveyed over 6,000 riders with a 10-minute survey • Timing - July 12th – August 20th• Monitor shifts and Identify areas where DART can improve• Determine any differences across key consumer subgroups
Objectives and Methodology
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• The Customer Satisfaction Survey is one measurement to assess1. Customer Service Calls2. Operations KPI’s3. Digital/Social Media metrics and qualitative information
Objectives and Methodology
*Continuing to review this data and qualify “Peer” agencies
Peer List
Houston Miami Cleveland SA
Detroit KC St Louis Bay Area
Phoenix LA San Diego Atlanta
NYC/NJ Salt Lake City Denver
• Please note: Only select questions are benchmarked
Overview
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• The COVID pandemic has created a societal negative halo
Overview
Top Worries
Source: Gartner Consumer Community (15-22 September 2021, n = 339).
14%2%
12%
23%
35%
14%
When do you expect your life/other people to go back to normal?
Never
Over a year
6-12 Months
2-6 Months
Within 1 Mth
It has alreadyhappened
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• Nationally, the public transportation industry has shown declines across most measures• Like the industry, DART’s survey scores have shown
declines versus 2019
Overview
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Key drivers during COVID negatively affected perception and environment• Drivers of Satisfaction
– Safety and Security– Cleanliness– Timeliness
• Segments– Rider’s perception is very different after not riding in a while– Those riding through the pandemic may have had a perception of
isolation– Operator’s attitude (in certain cases) was not positive
Overview
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• Survey results support a strategic shift to the Rider Experience and the board and agency focus on current and long-term projects aligned with development of a comprehensive Rider Experience strategy and implementation plan
Overview
Topline Measures
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• Overall satisfaction declined in 2021, due to the effects of the pandemic
Overall Satisfaction
Q17. Overall, how satisfied are you with the services provided by DART? (5-point scale, Very satisfied to Not at all satisfied)
38%
47% 45% 47%
41%45%
39%
30%
80%84% 83%
86%
81%84%
80%
65%
2012 2014 2015 2016 2017 2018 2019 2021
Very Satisfied Very/Somewhat Satisfied
• Peer agencies: 8.9 points• Nationwide: 9.8 points• DART: 15 points
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• Satisfaction declined among all Rider segments
Overall Satisfaction: Segments
Q17. Overall, how satisfied are you with the services provided by DART? (5-point scale, Very satisfied to Not at all satisfied)
80%
58%
89%
62%
83%
52%
91%
78%
2019 2021 2019 2021 2019 2021 2019 2021Reliant Commuter Corporate Commuter Task Rider Event Rider
% Very/Somewhat Satisfied (Top 2 Box)
Note: This chart is based on 50% of all respondents who were assigned segments (50% of respondents did not answer all the segmentation questions correctly and thus could not be categorized into one segment)
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• Overall satisfaction declined across all subgroups
Overall Satisfaction: Key Subgroups
Q17. Overall, how satisfied are you with the services provided by DART? (5-point scale, Very satisfied to Not at all satisfied)
85% 87%
80%83%
78% 67%80%
86%
82% 84% 82%
64%
2015 2016 2017 2018 2019 2021
Dependent rider Choice rider
81%
87%
79%83%
79% 67%
84%
86%82%
84% 81%
63%
2015 2016 2017 2018 2019 2021
Men Women
83%88%
82%
89%86%
69%82%85%
81% 81%76%
67%
2015 2016 2017 2018 2019 2021
Caucasian African American
82%
89%
80%
86% 83%
65%
83%
86%81%
83%80%
65%
2015 2016 2017 2018 2019 2021
Hispanic Not Hispanic
84%88%
76%80%
78% 67%81%
86%
79%83%
79%
63%
84% 85%
85% 87%82%
66%
2015 2016 2017 2018 2019 2021
Age 18-24 Age 25-34 Age 35+
84%87%
79%84%
78%65%
82%
88%
82%83%
81%
66%
81% 83%
81%
85%
82%
64%
2015 2016 2017 2018 2019 2021
Ultra-Frequent (More than 5x)Frequent (4-5x)Moderate/Infrequent
% Very/Somewhat Satisfied
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• Perception of DART “getting better” declined
Overall Opinion of DART: Total
Q21. What is your overall opinion of DART? (5-point scale, Rapidly getting better to Rapidly getting worse) [*Excluding respondents who said “Don’t Know.”]
66% 71% 68% 72%61% 67%
59%44%
22%21% 23% 21%
29%24%
29%
36%
13% 8% 9% 7% 11% 9% 12%20%
2012 2014 2015 2016 2017 2018 2019 2021
Overall Opinion of DART
Better (Net) Same Worse (Net)
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• Perceptions of the of DART being a good value declined
“DART is a good value for the money.”
Q19. To what extent do you agree with the following statement? “DART is a good value for the money.” (5-point scale, Agree completely to Disagree completely)
39%46% 45% 43% 43%
39%
74%78% 78% 77% 76%
70%
2012 2014 2015 2017 2019 2021
Agree completely Agree completely/somewhat agree
• Peer agencies: 8.3 points• Nationwide: 10.4 points• DART: 6 points
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36%30% 26%
21% 30% 29% 32%34%
21% 23%
24% 28%
26% 26% 25% 26%
44% 47% 50%51%
43% 45% 43% 40%
8.1
17.6
23.7
29.1
13.315.3
10.7
6.6
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
10
20
30
40
2012 2014 2015 2016 2017 2018 2019 2021
Detractors Passives Promoters NPS
• DART’s NPS fell to 6.6 in 2021
Likelihood To Recommend (Net Promoter Score)
Q20. How likely are you to recommend using DART to friends or family members? (11-point scale, 0 to 10, Extremely Likely to Not At All Likely)
Average11-point
scale
7.23 7.62 7.80 7.99 7.52 7.54 7.38 7.30
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• NPS decreased across all segments but remained strong for Event Riders
Likelihood To Recommend (Net Promoter Score): Segments
6.8
(8.4)
24.4
(6.9)
9.4
(10.4)
24.0 21.9
2019 2021 2019 2021 2019 2021 2019 2021
Reliant Commuter Corporate Commuter Task Rider Event Rider
Q21. How likely are you to recommend using DART to friends or family members? (11-point scale, 0 to 10, Extremely Likely to Not At All Likely)
Note: This chart is based on 50% of all respondents who were assigned segments (50% of respondents did not answer all the segmentation questions correctly and thus could not be categorized into one segment)
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Detractors cited cleanliness, safety and timeliness as the lowest performers
56%53%
51%50%50%
48%48%
47%46%46%46%46%
44%42%
38%37%37%
35%35%
35%34%34%34%
33%32%
31%29%
Ease of purchasing trip tickets or passesEasy to use maps and schedules
Timeliness of trains (on-time)Readily available maps and schedules
Clear bus and train destination signageEasy to navigate website (DART.org)
Convenience of DART locations in relation to your home or workplaceDART train operators
Transit center employeesTelephone information operators (Customer Service)
DART Police or fare enforcement officersAccurate, real-time schedules and information about service disruptions
DART bus operatorsFrequency of service
Waiting times for connections / transfersTimely coordination of connections between trains and buses
Personal safety on DART busesTimeliness of buses (on-time)
Presence of DART Police or fare enforcement officersPersonal safety at bus stops
Personal safety in DART parking lotsCleanliness of Buses
Personal safety on platforms or at stations / transit centersPersonal safety on DART trains
Cleanliness of DART Facilities (stations / transit centers)Cleanliness of Bus stops
Cleanliness of Trains
Detractors: Top 2 Box Performance RatingsLowest Performers
Among Detractors
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• Keep panhandlers away
• More security on trains/at stations
• Cleaner buses, no homeless allowed, more security on buses and trains, and signage on both
• Frequency of buses and trains
• Expand service coverage to more areas
• Water stations and bathrooms
• Phone charge stations. Sanitize and Wifi.
• More sit-down covered bus stops in locations where there are no places for covered sitting
• Buses on time
Open ended responses – Coded by top categories
Q36. In your opinion, how could DART improve its service for you? (Open-End)
Suggested Improvements 2014 2015 2017 2019 2021
Security/Safety/Rule Enforcement (Net) 6% 8% 9% 16% 23%Improve cleanliness (buses, trains, stations, etc.) 4% 5% 7% 10% 12%
More professional and courteous drivers 5% 6% 6% 6% 7%
On-time service 13% 12% 16% 13% 7%
Expand area of operation (Subnet) 8% 9% 7% 9% 6%
Infrastructure or facility improvements 5%
More frequent service (Subnet) 16% 11% 11% 11% 4%
Upgrade/repair buses and trains 4%Improve customer service on buses and trains 3% 4% 4% 4% 4%
Better status updates/notifications on website, app; info about routes/schedules 2% 2% 3% 4% 3%
Extend hours of operation 4% 3% 3% 3% 2%
Lower fares 5% 6% 4% 3% 2%
Coordinate bus and train connections 3% 3% 2% 2% 1%
More accessible to elderly and disabled 1%Nothing – service is good or noticeably improving 9% 7% 10% 10% 12%
Don't know 2% 3% 2% 3% 7%
Safety and cleanliness top the list of desired improvements to DART services
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49%58%
71%
1st time 0 – 12 months >1 year
• Experienced riders have a more favourable riding experience than newer riders
Satisfaction metrics by tenure with DART
Satisfaction With DART : % Very/Somewhat Satisfied
Likelihood to Continue Using DART : % Very/Somewhat Likely
Overall Opinion of DART :% Getting Better (Net)
50%
65%
81%
1st time 0 – 12 months >1 year
33% 37%48%
1st time 0 – 12 months >1 year
52%
66%74%
1st time 0 – 12 months >1 year
“DART is a good value for the money.”: % Agree Completely/Somewhat (Net)
-9.2
-1.7
12.7
1st time 0 – 12 months >1 year
Likelihood To Recommend :NPS
Drivers of Satisfaction
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• Transfers and Timeliness of buses rose, while other measures declined
Timeliness
83%
62%55%
51% 50%
81%
69%65% 63% 61%
80%73% 71% 70% 68%
78%
67%63% 60% 57%
79%
65%59% 57%
54%
68%63%
58% 58% 55%
Timeliness of trains Frequency of service Timely coordination ofconnections between
trains and buses
Waiting time forconnections/transfers
Timeliness of buses
2012 2014 2015 2017 2019 2021
Note: This question was not asked in 2016. Q32. How would you rate DART’s performance on the following criteria?
Benchmark comparisons for 2019-2021• Peer agencies: 7.6 points• Nationwide: 9.4 points• DART: 2 points
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• DART safety scores declined significantly across all safety areas.
Safety/Security
Note: This question was not asked in 2018.Q32. How would you rate DART’s performance on the following criteria?
68% 70%75%
66%
57%
72%74% 73% 75%71% 68% 71%74% 71% 73% 71% 69% 70%72%
68% 68% 68% 65% 64%69%
62% 64% 64% 61% 63%
53% 50% 49% 51% 51% 51%
Onbuses
Onplatforms
Ontrains
Inparking
lots
At busstops
DART policepresence
2012 2014 2015 2017 2019 2021
Benchmark comparisons for 2019-2021• Peer agencies: 7.9 points• Nationwide: 6.3 points• DART: 16 points
Benchmark comparisons for 2019-2021:• Peer agencies: 11.8 points• Nationwide: 12.3 points• DART: 10 points
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• DART performance on cleanliness declined across the board
Cleanliness
Note: This question was not asked in 2016. Q32. How would you rate DART’s performance on the following criteria?
64%
44%52%
64%70%
63% 65%68%71% 68% 68% 68%
63% 61% 60%56%59% 58% 55% 53%
45% 48%44% 43%
DARTfacilities
Buses Busstops
Trains
2012 2014 2015 2017 2019 2021
Benchmark comparisons for 2019-2021:• Peer agencies: 7.2 points• Nationwide: 7.4 points• DART: 10 points
Benchmark comparisons for 2019-2021:• Peer agencies: 12.5 points• Nationwide: 11.7 points• DART: 14 points
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• DART experienced a decline across all customer service measures
Customer Service
Note: This question was not asked in 2016. Q32. How would you rate DART’s performance on the following criteria?
75% 75%71% 72%
63%
76% 75% 76% 75%71%
78% 76% 77% 76% 75%76% 75% 74% 73% 72%75% 74% 74% 71% 72%
61% 61% 62% 61% 59%
Transit centeremployees
DARTpolice
Trainoperators
Telephone informationoperators
Bus operators
2012 2014 2015 2017 2019 2021
Benchmark comparisons for 2019-2021• Peer agencies: 6.6 points• Nationwide: 5.5 points• DART: 13 points
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• Communication declines across most measures
Communication
Note: This question was not asked in 2016. **New categories in 2021Q32. How would you rate DART’s performance on the following criteria?
79%74%
66% 64%
79% 77%72% 71%
79% 77% 75% 74%77% 77%68% 65%
75% 75%
61% 61%69%
64% 67% 64% 64%
Easy touse maps
and schedules
Readilyavailablemaps andschedules
Timely infoaboutservice
disruptions
Enough infoaboutservice
disruptions
** Clear busand train
destinationsignage
** Easy to navigatewebsite (DART.org)
** Accurate, real-timeschedules and
information aboutservice disruptions
2012 2014 2015 2017 2019 2021
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• The ratings for convenience attributes have declined
Convenience
Note: This question was not asked in 2016 or 2018. Q32. How would you rate DART’s performance on the following criteria?
76%71%
79%74%78% 77%
80%75%
81%73%73%
63%
Ease of purchasingtickets/passes
Convenience of DARTlocations in relation
to home/work
2012 2014 2015 2017 2019 2021
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• Over 50% of Riders have experienced Buses not showing up
Bus Operations
0%
10%
20%
30%
40%
50%
60%
Reliant Commuter CorporateCommuter
Task Rider Event Rider
53% 53% 52% 53%47%
43%49%
33%
Bus Operations
Not Shownig Up Not Stopping
Q34. In the past 6 months, how often have you experienced a problem with your bus not showing up at all? Q34. In the past 6 months, how often have you experienced a problem with your bus not stopping to pick you up?
Customer Engagement
32
• Cash is still the primary purchasing mechanism
DART pass purchase: Segment Analysis
39% 41% 46%59%
24% 20%21%
22%23% 23% 14%
14%9%6% 14%
3%3% 8% 4% 1%2% 1% 2% 1%
Reliant Commuter Corporate Commuter Task Rider Event Rider
Other
CorporatePass
GoPass TapCard
GoPass App
Credit / DebitCard
Cash
Note: These charts are based on 50% of all respondents who were assigned segments (50% of respondents did not answer all the segmentation questions correctly and thus could not be categorized into one segment) Q7. How do you typically pay for the DART passes you use?
33
• Calls to the call center and answering promptly both declined – differs from KPI’s
Call Center contact in past 6 Months
Q33. In the past 6 months, have you contacted the DART Telephone Information Center (Customer Service)?Q33a. If yes, was your call answered promptly?
61%
47% 47%39%
32% 31%
81% 84% 84% 79% 76%
62%
0%
20%
40%
60%
80%
100%
2012 2014 2015 2017 2019 2021
Call Center Engagement
Contacted Call Center Answers Promptly
34
• “No show/no pull-out” complaints increased by 3x
Customer Service Calls
Feedback Type2021
Jan-AugMthly
Avg%/
Total2020 Mthly
Avg%/
Total2019 Mthly
Avg%/
Total2018 Mthly
Avg%/
TotalRules Enforcement 159 20 1.2% 809 67 5.8% 753 63 4.3% 523 44 3.2%Unclean 400 50 3.1% 560 47 4.0% 428 36 2.5% 480 40 2.9%Passenger Disturbance 46 6 0.4% 119 10 0.9% 187 16 1.1% 118 10 0.7%Passenger Security 49 6 0.4% 82 7 0.6% 97 8 0.6% 105 9 0.6%FCR-Other Feedback 412 52 3.2% 872 73 6.3% 672 56 3.9% 848 71 5.2%Failure to Follow SOP 976 122 7.5% 1,456 121 10.5% 1,539 128 8.9% 1,220 102 7.5%Unsafe Operation 413 52 3.2% 522 44 3.8% 941 78 5.4% 917 76 5.6%
Sub-Total 2,455 307 19.0% 4,420 368 31.8% 4,617 385 26.7% 4,211 351 25.8%
Discourteous 1,234 154 9.5% 1,545 129 11.1% 1,585 132 9.2% 1,878 157 11.5%Late 1,983 248 15.3% 2,628 219 18.9% 4,630 386 26.7% 4,448 371 27.2%Early 230 29 1.8% 377 31 2.7% 580 48 3.3% 759 63 4.6%No Show/No Pull Out 5,877 735 45.4% 3,397 283 24.5% 4,051 338 23.4% 3,186 266 19.5%Passby 1,157 145 8.9% 1,521 127 11.0% 1,856 155 10.7% 1,844 154 11.3%
Sub-Total 10,481 1,310 81.0% 9,468 789 68.2% 12,702 1,059 73.3% 12,115 1,010 74.2%
TOTAL 12,936 1,617 13,888 1,157 17,319 1,443 16,326 1,361
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Feedback 2021• Rules Enforcement
– Lack of police presence at station– Operator not asking customer to put on
masks; no masks on bus– Customers playing loud music; open
alcohol containers
• Cleanliness– Bus stop need cleaning; trash can need to
be emptied/overflowing– Trash on bus needs cleaning– Clean bus seats/black seats deep cleaning/
bio-hazard on train
• Passenger Disturbance/Security– Lack of police presence; smoking on train,
harassment at stations; – Smoking on train; loud music– Homeless taking up seats, more homeless
on trains– Fighting on trains
• Failure to Follow SOP– Operator talking without mask and clear
door open– Asked to leave bus because operator taking
break– Operator would not lower ramp– Operator did not pull into Transit Center– Operator did not use bus bay– Operator stopped but did not open doors– Operator did not allow me on bus because
I did not have mask– Operator told them he could not pick the
up but did not say why
Next Steps
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• Analyze additional measurements- Social Media data - Meltwater and Alpha Vu- Operations KPI’s- Call Center
• Continue to benchmark against other agencies
• Align agency on current projects that address key drivers of satisfaction
• Develop Customer Experience strategy and Implementation plan
Next Steps
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Timeliness Safety/ Security Communication• New Bus Network Plan• Real Time Information and
integration across digital platforms
• GTFS-R Service Alerts Integration to Platforms
• LED Lighting Installations • Upgrade of CCTV’s on the
platforms• See-Something/Say Something
Integration to GoPass App
• Website redevelopment• LRV LED Destination Sign Retrofit• Passenger Information Display
System replacement• LRV Onboard Passenger
Information system
Cust. Service Convenience Cleanliness• Kiosk Alerts and real time
information• Fiber completion on the Blue Line
– system complete• Introduction of Service
Protection / Rescue Rides• Additional reporting criteria
within the GoPass App reporting function
• Platform Extension• Improvement of DART.org trip
planning tools• Integration of TNC into GoLink
• Rail/bus Vinyl Seat installation • LRV Rehab / Replacement• New Buss Acquisitions
• CNG & EV Medium Duty• Long Range Electric
• Onboard Vehicle Hand Sanitizer and Mask Dispensers
• Consolidated LRV & Bus Cleaning and Disinfecting Services
Next Steps: Current Projects
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Focus Groups (3 weeks)
•Recruiting•Online focus groups
• ID ethnography respondents
Mobile Ethnography
(3 weeks)
•Finalize recruiting
•Ethnography (7 days)
•Follow up webcam ID’s
Reporting•Full Report •Rider insights•Desired rider experience
•Establish gap•Areas to meet needs•Areas to brainstorm to delight
10/23 – 11/15
10/4 – 10/229/27 – 10/3
12/20
Kick-Off(1 week)
•Project Kick off and Screener
•Launch screener
• The rider journey research is designed to gain a deeper understanding into rider needs and opportunities
Next Steps: Rider Journey Research Path
Thank you