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Barclays Cycle Hire customer satisfaction and usage survey: Wave 5 Members Only Results FINAL February 2013 Debbie Shuttlewood Trevor Taylor Claire Davies. Today's presentation. Survey methodology Key findings Key measures Drivers of satisfaction - PowerPoint PPT PresentationTRANSCRIPT
Barclays Cycle Hire customer satisfaction and usage survey:Wave 5 Members Only ResultsFINAL February 2013
Debbie ShuttlewoodTrevor TaylorClaire Davies
Today's presentation...2
1. Survey methodology
2. Key findings
3. Key measures
4. Drivers of satisfaction
5. Pricing, value for money and likelihood to renew
6. Customer journey
7. Last trip
8. Attitudes and behaviours
This work was carried out to the international quality standard for market research, ISO 20252
1. Survey methodology
3
4
Methodology and approach
2,686 interviews completed online
6-19 December 2013
35,000 invites sent - response rate of 7.7%
Active only members invited to take part i.e. those who have hired a bicycle in the last 3 months
Sample was taken from TfL’s database of registered users
Data is unweighted
2. Key findings
5
Novelty factor of the scheme results in
high initial satisfaction
Decline in satisfaction as ‘novelty factor’
wears off and tolerance of initial teething problems
declines
Stable or improving scores show that remedial action to improve the BCH experience is taking
effect
Decline in satisfaction, though
less steep than between waves 1 and
2, and some touchpoints have
improved
Overall satisfaction has dropped at wave 5 - mix of decreases and increases in ratings across touchpoints
6
Wave 3Satisfaction
68
Wave 2Satisfaction
63
Wave 1Satisfaction
70
Wave 4Satisfaction
70Wave 5
Satisfaction69
July 2010 October 2011July 2011 June 2012 December 2012
The cycle hire customer journey has generally improved since the scheme’s inception but performs below wave 4 in certain aspects
7
Information and registration
Website Key Availability and docking stations
Cycles TerminalsContactCentre
Base: All members: W2: 2,652, W3: 947, W4: 2,526, W5: 2,686, except Registering: all who registered in the four months before the survey: W3: 233, W4: 300, W5:376; Contact Centre: all who contacted the contact centre in the two months before the survey: W2: 1,314, W3: 525, W4: 932, W5: 916. (NB: wave 1 results not shown as some touchpoints not measured at wave 1)
mean
Key headlines9
Overall satisfaction has decreased below levels seen at wave 4 Recommendation of BCH has also decreased, to levels not seen since wave 2 There has been a significant increase in those saying they will not renew their
membership when it runs out, mainly due to cost reasons and availability of bicycles and docking points
Prior awareness of the January price increase is high Ratings of value for money of BCH have decreased
Satisfaction with the membership key has increased significantly and is again the highest rated measure
Although satisfaction with some touchpoints is higher than at wave 4, most are lower. Crucially satisfaction with docking stations, bicycles and terminals has decreased
Satisfaction with availability of bicycles and spaces on the most recent trip is higher for those who started or ended their trip in the Eastern Extension Zone than the Central Zone, however, ratings of overall trip experience are comparable between the two zones
10
The ease of using the membership key, information on how BCH works and the bicycles have the biggest impact on overall satisfaction
These are strong performing measures to maintain
The availability of bicycles at docking stations is a priority improvement area
Availability of free docking points is also important
Where to focus improvements
Overall satisfaction
Improve
Maintain
Ease of use of membership key
Information Bicycles
Availability of bicycles
Availability of docking points
11
3. Key measures
Overall satisfaction is down from wave 4, driven by a decrease in top box score
Q Taking everything into account, how satisfied are you with your overall experience of Barclays Cycle Hire?
Mean score70
Base: All members: W1: 3,754; W2: 2,652; W3: 947; W4: 2,526, W5: 2,686
12
Mean score63
Wave 1 Wave 2
Mean score68
Wave 3
Mean score70
Wave 4
Mean score69
Wave 5
Those travelling regularly, and problem free, are more satisfied. Awareness of price increase has a negative impact on satisfaction
Q Taking everything into account, how satisfied are you with your overall experience of Barclays Cycle Hire?
Base: All members: W5: 2,686. 1. Commuters are defined as those using Barclays Cycle Hire for commuting at least once a week, 2. Non commuters are defined as those using Barclays Cycle Hire for commuting less than once a week or never.
13
Mean score69
Wave 5Most likely to be satisfied: (mean)
Not had a problem preventing them from completing a journey in the last 6 months: (73)
Annual access type: (71)Commuters1: (71)
Those not previously aware of price increase: (71)
Least likely to be satisfied: (mean)Problem prevented completion of a journey in
the last 6 months: (66)24 hour / 7 day access type: (67)
Non-commuters2: (67)Aware of price increase: (69)
Mean score80
Mean score75
Advocacy of Barclays Cycle Hire has dropped below levels seen at waves 3 and 4
14
Q How likely would you be to recommend Barclays Cycle Hire to friends or family
Base: All members: W1: 3,754; W2: 2,652; W3: 947; W4: 2,526, W5: 2,686
Mean score80
Wave 1 Wave 2 Wave 3
Mean score81
Wave 4
Mean score77
Wave 5
15
4. Drivers of satisfaction
Overall satisfaction: membership key, information on BCH and bicycles have the largest impact
The impact on overall satisfaction refers to the % increase in the mean overall satisfaction score based on a simulated 10% increase in the mean score of a particular driver
16
1.9%
1.7%
1.6%
1.3%
1.2%
1.2%
0.9%
0.4%
0.2%
0.1%
0.1%
0.1%
Total impact on overall satisfaction
“Barriers” indicate where a touchpoint is a hygiene factor (getting it wrong
will dissatisfy users; getting it right will not delight users); “drivers” indicate
where it will delight users.
Ease of using the membership key to access a bicycle
Information on how BCH works
Bicycles you have hired through BCH
Availability of bicycles at docking stations
Working condition and general maintenance of the docking stations
Value for money of BCH
Availability of free docking points
Service of the contact centre
Process of registering as a member overall
Maps at the terminals
Information panels, print outs, screens and ease of using the terminals?
Website
Overall satisfaction: availability of bicycles followed by availability of free docking points are the main priorities for improvement
17
Impa
ct
Performance
Top improvement priority: Poor performance in an area of high impact on customer opinion
Priority maintenance area:Strong performance in an area of high impact on customer opinion
Second improvement priority: Poor performance in an area of low impact on customer opinion
Secondary maintenance area: Strong performance in an area of low impact on customer opinion
Performance
Imp
act
Impact versus performance quadrants: a guide to interpretation
Average performance (all touchpoints combined)
Average impact (all touchpoints combined)
18
5. Pricing, value for money and likelihood to renew
Over 8 in 10 are aware of the price increase, half found out from email communication or the media
19
Base: All members: W5: 2,686; all who are aware of price rise: W5: 2,240
Yes
No
Q Are you aware that from January 2013 the access fees for using Barclays Cycle Hire will increase for daily, weekly and annual usage?
(Asked of 2,240 who are aware) Q How did you find out about these upcoming access fee increases? (top mentions)
(Asked of 515 who rated 0-6)Q Why do you say you are not satisfied with the value for
money of Barclays Cycle Hire? (Mentions above 6%)
Ratings of value for money have dropped – perceptions of expense is the main reasonQ How satisfied are you with the value for money of the amount you pay at the moment to use Barclays Cycle Hire?*
81
Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526, W5: 2,686; all who are not satisfied with the value for money of BCH: W4: 288, W5: 515, * Question wording to wave 4: How satisfied are you with the value for money to you of using Barclays Cycle Hire?
80 Too expensive
Poor availability of spaces
Doesn’t cover enough locations
Poor availability of bicycles
Additional charge after 30min
Don’t use enough
Faulty docking stations
Faulty bicycles
Quality of the bikes is not good
Planned price increase
W1 W2 W3Mean scores
82
W4
83 79
W5
20
Yes, with same access period
Yes, but will change access period
No
N/A – Auto renew
Don’t know
A fifth are not intending to renew their membership and a further fifth don’t know – cost is a major factor in this change
21
Base: All members: W3: 947, W4: 2,526, W5: 2,686; those who are not renewing: 549
Q Thinking about your membership, are you intending to renew it when it runs out?
Wave 3
Wave 4
Wave 5
Yes
No
N/A – Auto renew
Don’t know
(Asked of 549 not renewing) Q Why are you not intending to renew your
membership when it runs out? (Mentions above 2%)
Wave 4
3%
28%
25%
9%
n/a
9%
7%
18%
7%
10%
22
6. Customer journey
Annual members are more satisfied across most measures, however, those with the 24 hour access period are more satisfied with availability
23
Mean satisfaction scores Annual Seven day 24 hour
Overall satisfaction 71 67 67
Recommendation 77 75 75
Satisfaction with information provision 74 70 69
Satisfaction with working condition and general maintenance of docking stations 73 70 71
Satisfaction with ease of using a membership key to access a bicycle 85 76 75
Satisfaction with the terminals 68 64 64
Satisfaction with value for money of BCH 80 76 76
Annual Seven day 24 hour
Satisfaction with availability of bicycles 54 51 57
Satisfaction with availability of spaces 49 51 53
Health benefits, cost, convenience and speed are the main reasons for becoming a member
24
Base: All who joined scheme in last 6 months; W5: 679
Q What triggered you to start using Barclays Cycle Hire? (Mentions above 5%)
Congested tubes and trains. Why be crammed in underground
when I can cycle about and see more of London?
My bike was stolen and it seemed like value for money at the time. When the cost goes up I may as well buy a new bike and take my chances of that one
getting stolen.
Lived and worked close to docking station. Cheap and quick
form of transport that is generally excellent value for money if you live in the right
place.
Members continue to use BCH due to health benefits, speed, convenience and cost
25
Base: Wave 4: All members who registered since the start of 2012 and sometimes use a different mode of transport: 256, wave 5: All who joined scheme in last 6 months; W5: 679
Wave 5
Q What triggered you to start using Barclays Cycle Hire? (Mentions above 5%)
Wave 4
Q Why did you switch from travelling by...to using a Cycle Hire bicycle for this trip/the part of the journey you made using BCH? And which of these was the main reason?
26Members are increasingly getting information by word of mouth, though the website is still the main source
Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526, W5: 2,686 *TfL helpline / helpdesk / call centre not in precode list w1-w4
Q From where did you get information on how Barclays Cycle Hire works?
Website
From a friend/ colleague
Terminal at the docking station
Leaflet
TfL helpline / helpdesk / call centre*
Newspapers/press
Advertising
Mobile phone app
Satisfaction with information provision has dropped slightly but remains highQ How satisfied are you with the information on how Barclays Cycle Hire works?
74
(Asked of 718 rating 0-6) Q Why do you say you are not satisfied with the information
you have obtained or received on BCH? (Mentions above 10%)
Base: All members: W1: 3,754, W2: 2,652, W3: 947; W4: 2,526, W5:2,686, all who are not satisfied with information on how BCH works: W5: 718
27
71 72Mean scores
Lack of information about docking or undocking bicycles
It was hard to understand how much using Barclays Cycle Hire would cost
It didn't answer all my questions
The website was unclear/ not user friendly
The account details web pages were unclear/not user friendly
The website didn't give up to the minute information of Bicycle availability
It wasn't that clear from the maps at the terminal where the docking stations are
The info didn't make it clear that all membership keys would be activated at the same time
It wasn't that clear from the website where the docking stations are
73 72
W1 W2 W3 W4 W5
Satisfaction with the registration process remains high
Q How satisfied are you with the process of registering as a member overall, on a scale from 0 to 10 where 10 is extremely satisfied and 0 is extremely dissatisfied?
71
(Asked of 82 rating 0-6) Q Why do you say you are not satisfied with the registration
process? (Mentions above 5%)
Base: All members: W1: 3,754, W2: 233, W4: all who registered since Jan 2012: 300, W5: all who registered since Aug 2012: 376; all who are not satisfied with the process: 82 (NB: question not asked at W3)
28
67Mean scores
74 75
W1 W2 W4 W5
Satisfaction with the terminals has dropped back slightly, though a third remain in the top boxQ How satisfied are you with the information panels, print outs, screens and ease of using the terminals?
(Asked of 839 rating 0-6) Q Why do you say you are not satisfied with the
terminals? (Mentions over 6%)
Base: W2: 2,652; W3: 947, W4: 2,526; W5 2,686 all users who are not satisfied with the terminals: 839
29
6567
Mean scoresWave 2 Wave 3
69
Wave 4
It was not easy to use the maps at the terminal
It was not easy to understand how the terminal screens worked
I was not able to get a print out of the information I wanted from the terminal
Information provided in balance, usage cost and access period enquiries was not clear
Information on tariffs provided at the terminal was not clear
Technical problems/ terminals/screens not working
Information provided on a journey record print out from the terminal was unclear
Software/screen/ terminal/too slow to use
Lack of information/ instructions
Overly complicated process/too many steps
66
Wave 5
Almost half are satisfied with the maps at the terminals
Q How satisfied are you with maps at the terminals?
Base: All members: W5: 2,686, all who are not satisfied with the maps at the terminals: 631
30
72Mean score
Wave 5
They don't show the nearest docking stations
Difficult to orient myself using the maps
Scale is too small/ doesn't cover enough distance
Not enough information/ detail
They don't give enough road information (e.g. one-way streets)
They don't show cycle lanes
They are not North facing/North should be at the top
Scale is too big/covers too much distance
(Asked of 631 rating 0-6) Q And why do you say you are not satisfied with the maps at the
terminals? (Mentions above 3%)
Q Do you check the availability of bicycles and/or spaces at docking stations before making a Barclays Cycle Hire journey?
The majority check for availability of bicycles and docking points before their journey, mainly by mobile app
31
Base: All members: W5: 2,686; all who check availability of bicycles: 1,877, all who check availability of spaces: 1,756
Bicycles Spaces
Check availability:
Cycles 70%
Spaces 65%
Q How do you check this availability before making a Barclays Cycle Hire journey?
Older members are less likely to check for availability prior to making a cycle hire journey
Base: aged 16-34: 966, aged 35-54: 1438, aged 55+: 278
Q Do you check the availability of bicycles and/or spaces at docking stations before making a BCH journey?
32
16-34
35-54
55+
Bicycles
Spaces
16-34
35-54
55+
Satisfaction with availability of cycles and spaces are the lowest performing measures
Q How satisfied are you with the availability of bicycles at docking stations?
54
Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2526, W5: 2686
33
Wave 1 Wave 2
52
*Asked as “Availability of empty docking points to return bicycles” in wave 1
49
Wave 1Wave 2
49
Q How satisfied are you with the availability of free docking points to return bicycles at docking stations? *
53
Wave 3 Wave 3
50
Mean scores Mean scores
56 52
Wave 4 Wave 4Wave 5 Wave 5
5055
Significantly higher
satisfaction with number of
bicycles available rather than number of
spaces
The proportion who say that availability of spaces and docking points has stayed the same has increased
34
The availability of bicycles at docking stations
Base: All members: W4: 2,526 (in brackets), W5: 2,686
The availability of free docking points
Improved
Stayed the same
Got worse Improved
Stayed the same
Got worse
Q Thinking specifically about the following areas, generally would you say things have improved, stayed the same or got worse
(27%)
(49%)
(22%) (20%)
(52%)
(24%)
Three in five have failed to find a bicycle at their first choice of docking station in the last month...
35
Base: All members: W5: 2,686; all who failed to find a bicycle at first choice of DS: 1,557
Q In the last month have you tried to hire a bicycle but failed to find an available bicycle at your first choice of docking station?
Yes
No
Q The last time you failed to find an available bicycle at your first choice of docking station, what did you do next?
...and a similar proportion failed to find a space to return the bicycle36
Q In the last month have you failed to find an available space to return a bicycle to at your first choice of docking station?
Yes
No
Q The last time you failed to find an available bicycle at your first choice of docking station, what did you do next?
Base: All members: W5: 2,686; all who failed to find an available space at first choice of DS: 1,629
Satisfaction with docking stations has declined but remains higher than wave 3 resultsQ How satisfied are you with the working condition and general maintenance of the docking stations overall?
67
(Asked of 695 rating 0-6) Q Why do you say you are not satisfied with the working
conditions and general maintenance of the docking stations? (Mentions above 1%)
Base: All members: W2: 2,652 W3: 947, W4: 2,526, W5: 2,686 all who are not satisfied with the working condition and general maintenance: 695
37
Mean scores70
Wave 2Wave 3
74
Wave 4
Docking stations do not always work
Broken bicycles are not fixed quickly enough
Found it difficult to undock the bicycle
Found it difficult to dock the bicycle back
Docking stations are often untidy/unclean
Software/technical problems
Terminals not working/ don't always work
Wave 5
72
The ease of using the membership key has significantly increased for three consecutive wavesQ And how satisfied are you with the ease of using the membership key to access a bicycle?
64
(Asked of 437 rating 0-6) Q Why do you say you are not satisfied with the ease of
using the membership key to access a bicycle? (Mentions above 1%)
Base: All members: W1: 3,754, W2: 2,652 W3: 947, W4: 2,526, W5: 2,686 :all who are not satisfied with the ease of using the membership key: W5: 437
38
79 73
Wave 1 Wave 2 Wave 3Mean scores
78
Wave 4
I cannot rely on my key to work when I want to access a bicycle
My key had to be replaced
It takes too long to release the bicycle
My key does not work at any docking station
Keys are poorly designed/bulky
Issues with updating credit card details/ unable to do via website
81
Wave 5
Satisfaction with bicycles has decreased
Q In general how satisfied are you with the bicycles you have hired through Barclays Cycle Hire?
75 72
Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526, W5: 2,686
72
Wave 1 Wave 2 Wave 3Mean scores
72
Wave 4
71
Wave 5
Dissatisfaction with the functionality of cycles centres around gears, dissatisfaction with maintenance relates to faults, gears and brakes
Q Why do you say you not satisfied with the bicycles? (mentions above 2%)
40
Base: All who are not satisfied with the bicycles: W5: 786
Satisfaction with the contact centre is increasing, though over half of those not satisfied cite lack of resolution of issueQ And still thinking about the last time you contacted the centre how satisfied were you with the service that you received?
55
(Asked of 191 rating 0-6) Q And why do you say you are not satisfied with the
contact centre? (Mentions above 4%)
Base: All members who have contacted the contact centre: W2: 1,314, W3: 525; W4: 932, W5: 916, all who are not satisfied with the service received: 191
41
They did not resolve my issue
Staff did not seem knowledgeable
They did not have the information I needed
Staff were not helpful
The waiting time was too long to get through to someone
The information provided was not accurate
I could not get through/ had to call several times to speak with someone
Staff did not take me seriously
No response/response time too long
66Mean scores
Wave 2 Wave 3
74
Wave 4
76
Wave 5
Availability of cycles and spaces would encourage increased use of BCH. Price increase is also mentioned
42
Base: All members: W5: 2,686
Q What would encourage you to use Barclays Cycle Hire more? (Mentions above 5%)
Knowing that there would be a space to park at my destination. I know that I can
get a 15 minute extension, but I might as well have walked (i.e. journey time
not guaranteed)
Keeping the cost down to less than a bus journey. It's ridiculous to charge more.
Safer roads - designated cycle lanes in the areas I am not
familiar with - currently I mainly use them for one route which I
know is relatively safe
43
7. Last trip
Satisfaction with the last trip has decreased. Availability of cycles and docking points cited as particularly good
Q How satisfied are you with the overall experience of using Barclays Cycle Hire for this particular trip?
Base: All members: W4: 2,526, W5: 2,686
44
76Mean scores
Wave 4 Q Thinking about this last time using Barclays Cycle Hire what was particularly good about your experience? (Mentions above 5%)
Availability of bicycles at DS
Availability of spaces at DS
Faster than other methods of transport/ saves time
Condition of the bicycle/well maintained
Easy to use
Everything is good
Being outside/fresh air /enjoying the weather
Nothing / negative comments
73
Wave 5
However, availability is also mentioned by those dissatisfied with their last trip
Q How satisfied are you with the overall experience of using Barclays Cycle Hire for this particular trip?
45
Q And what was particularly bad about your experience? (Mentions above 2%)
Base: All members: W4: 2,526, W5: 2,686
Lack of spaces at DS
Too much heavy traffic/road danger
Lack of bicycles/empty docking station
Poor weather
Problems with gears
Inconvenient locations/lack of DS in desired area
Problems with bicycles
Docking stations aren't working properly/hard to dock/ undock bike
Nothing / positive comments
76Mean scores
Wave 4 Wave 5
73
46
“Everything worked, and at the end point I snagged the very last
available free docking point.”
“There was a bike to use at a very busy time of the day. The bike worked (the
bell worked too - very important for the journey I made!) and there was a space
at my destination docking station.”
“Nice early morning ride. Easy to take bike
out, put bike back in the 2nd space I pushed it in
to (1st showed red light)”
“Convenience - both docking stations were within 50m of where I was and wanted to go.”
“Cycle superhighway made for a pleasant journey which
seemed safer than cycling on roads.”
“Bike was available at docking station, and use of bike meant that journey was significantly reduced in midday traffic of
central London”
“It means I don't have to spend time changing tube lines to make a relatively simple journey. I can see London life passing by as I go. I feel
more connected to the city.”
“It was a relaxing way to get around
sightseeing on a day off work”
“Ease of use, having a key fob as opposed to paying using a
credit/debit card (which is very temperamental/ difficult!)”
Members’ comments: good experiences
47
“On that occasion I had to wait a few minutes for a
space to become available at my destination docking
station.”
“Bikes were not available. Several stations in the area were not working. I went to another docking station, where
the bikes tyres were punctured.”
“Bike wouldn't come out of dock. Key then disabled. £150 fine. Now resolved and refunded but took 10
days.”
“No availability of spaces for docking and lack of
accurate information on the Mobile APP about
availability of spaces for docking.”
“The cost and having to rush to a docking stock without incurring extra
costs.”
“The bell didn't work on the bike - this is very important when you
ride a bike I find, prevents pedestrians walking out in front of
you”
“The first 3 docking stations at my destination were all full.”
“No proper lanes to cycle. Other cyclists were in a hurry and you could feel the
pressure to speed up even though there was no place and far too many buses.”
“2 docking stations I first went to were inside a park
and therefore not accessible at night, the third docking station was empty, only found a bike on the 4th
docking station.”
Members’ comments: poor experiences
Satisfaction with availability of bicycles and spaces on last trip is relatively stable
Q Still thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the following on a scale of 0 to 10 where 10 is extremely satisfied and 0 is extremely dissatisfied?
Base: All members: W3: 947, W4: 2,526, W5: 2,686
Mean score Mean score
The number of bicycles available to hire at docking stations
The number of available spaces to return bicycles at docking stations
Significantly higher
satisfaction with number of
bicycles available rather than number of
spaces
Wave 4Wave 3
66 68 63 65
Wave 4Wave 3Wave 5
68 63
Wave 5
48
Mean satisfaction with availability of bicycles on last trip is higher in the Eastern Extension than the Central Zone...
49
Eastern: 73Central Zone: 68
Q Thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the number of bicycles available to hire at docking stations
Mean score
Base: All whose start station was in zone: Central: 2,020, Eastern: 371
... And is highest in East London and lowest in North West London50
Base: All whose start station was in postcode: E: 352, EC: 375, N: 161, NW: 200, SE: 355, S: 335, W: 394, WC: 219
NW: 61EC: 73 E: 74
S: 72
N: 65
W: 63SE: 68
Q Thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the number of bicycles available to hire at docking stations
Postcode area Mean score
WC: 71
Mean satisfaction with availability of spaces to return cycles is slightly higher in the EEZ than in the Central zone...
51
Eastern: 67Central Zone: 64
Mean score
Q Thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the number of available spaces to return bicycles at docking stations
Base: All whose end station was in zone: Central: 2,179, Eastern: 187
...and is highest in North and North-West London, and lowest in the South and Central postcode areas
52
NW: 71EC: 61 E: 68
S: 60
N: 73
W: 66SE: 62
Q Thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the number of available spaces to return bicycles at docking stations
Postcode area Mean score
WC: 61
Base: All whose end station was in postcode: E: 286, EC: 448, N: 109, NW: 137, SE: 324, S: 379, W: 405, WC: 283
Though there is variation in availability between the Central and Eastern zones, trip experience is consistent
53
Start of trip End of trip
Overall experience
this trip
Availability of cycles this trip
Overall experience
this trip
Availability of spaces this trip
Central zone 74 68 75 64
Eastern 75 73 75 67
E 75 74 76 68
EC 77 73 74 61
N 74 65 76 73
NW 74 61 76 71
SE 74 68 77 62
S 75 72 73 60
W 74 63 74 66
WC 71 71 73 61
Base: All whose start station was in zone: Central: 2,020, Eastern: 371, postcode: E: 352, EC: 375, N: 161, NW: 200, SE: 355, S: 335, W: 394, WC: 219, All whose end station was in zone: Central: 2,179, Eastern: 187postcode: E: 286, EC: 448, N: 109, NW: 137, SE: 324, S: 379, W: 405, WC: 283
Mean score
Journey purpose is comparable across zones, with a higher proportion travelling on employer’s business in the Central Zone
54
Base: All who say they travel by BCH and whose start station was in zone: Central: 2,006, Eastern: 369; and whose end station was in zone Central: 2,167, Eastern: 183
Start zone (most recent trip)
End zone (most recent trip)
Most common journey purpose using BCH
Central Zone
Eastern Zone
Central Zone
Eastern Zone
Commuting to/from work 58% 61% 59% 64%
On employer's business 9% 6% 8% 4%
Travelling to/from a place of education 3% 3% 3% 4%
Shopping 4% 5% 5% 3%
Visiting/meeting friends or relatives 5% 5% 5% 8%
Personal business 7% 5% 7% 4%
Leisure 9% 10% 9% 8%
Socialising 4% 5% 4% 4%
Other 1% 1% 1% 0%
55
8. Attitudes and behaviours
Three quarters believe that BCH makes a positive contribution to London
Base: All members: W3: 947, W4: 2,526, W5: 2,686
Q To what extent do you agree or disagree with the following statements about cycling in general …?
56
Cycling is enjoyable
Agree Disagree Cycling is good for rush hour journeys
W3 W4
Barclays Cycle Hire makes a positive contribution to London
W5 W3 W4 W5 W3 W4 W5
Two-fifths disagree that London is a city for cycling, that cycling is safe, and that London has good cycling facilities
Q To what extent do you agree or disagree with the following statements about cycling in general …?
57
London is a city for cycling
Agree DisagreeThere are good
facilities for cycling in London
Wave 4Wave 5 Wave 3 Wave 4 Wave 5 Wave 3 Wave 4 Wave 5 Wave 3 Wave 4 Wave 5
Barclays Cycle Hire has helped to make cycling in
London saferCycling is a safe way of
getting about
Base: All members: W3: 947, W4: 2,526, W5: 2,686
58
Thank you
59
9. Appendix
Extremely dissatisfied (0)
Extremely satisfied (10)
Q How satisfied are you with xxx on a scale from 0 to 10?
The ‘top box’ includes those who are very satisfied – i.e. those giving answers of 8 or 10.
The ‘middle box’ respondents are those saying 5-7
the ‘bottom box’ comprises those who are dissatisfied – i.e. those saying 0-4
Throughout this survey, satisfaction is asked on a 0-10 scale, where 10 is extremely satisfied and 0 is extremely dissatisfied
Satisfaction scores are broken down into three ‘boxes’ to distinguish between those who are satisfied, dissatisfied and in the middle
How we report satisfaction60
Indicates significant change in mean score since previous waveor
Overall satisfaction by customer type
Q Taking everything into account, how satisfied are you with your overall experience of Barclays Cycle Hire?
Base: All members W5: Membership type: Annual 1,587, Seven day 64, 24 hour 1,035; Awareness of price increase: Yes 2,240, No 434; Failed to find cycle: Yes 1,557, No 1,129; Failed to find space: Yes 1,629, No 1,057; Problem prevented completing journey: Yes 1,450, No 1,097
61
Aware of price increaseMembership type
Failed to find cycle in last month
Failed to find space in last month
Problem prevented completing journey in last 6 months
0-4 5-7 8-10
71 67 67 69 71
69 69 70 66 7368
Recommendation of BCH by customer type62
Aware of price increaseMembership type
Failed to find cycle in last month
Failed to find space in last month
Problem prevented completing journey in last 6 months
0-4 5-7 8-10
77 75 75 76 80
77 76 78 74 8175
Q How likely would you be to recommend Barclays Cycle Hire to friends or family?
Base: All members W5: Membership type: Annual 1,587, Seven day 64, 24 hour 1,035; Awareness of price increase: Yes 2,240, No 434; Failed to find cycle: Yes 1,557, No 1,129; Failed to find space: Yes 1,629, No 1,057; Problem prevented completing journey: Yes 1,450, No 1,097
Dissatisfaction with availability is due to lack of availability of both cycles and spaces at docking stations
Q Why do you say you are not satisfied with availability at the docking stations? (Mentions above 9%)
Base: All who are not satisfied with the availability of free docking points and/or availability of bicycles: W5: 2,066
63
There are sometimes no bicycles available at the DS I want to use
The DS I want to return a bicycle to are often full
There are often no bicycles available at the DS I want to use
The DS I want to return a bicycle to are sometimes full
DS do not work/are broken
Information provided on availability of bikes/ spaces is inaccurate or not updated
DS are not in convenient locations
Don't know where to find alternative docking stations
The docking stations I want to return a bicycle to are always full
Half have had a problem with a bicycle that has prevented them completing a journey in the last 6 months. Most reported the fault
Q Has a problem with a bicycle or docking station prevented you from starting or completing a journey in the last 6 months?
64
Base: All members: W5: 2,686; Those with a problem in the last 6 months: W5: 1,450
Yes No
Don’t know
Q Did you report this fault by pressing the red button on the DS?
Yes
No
Don’t know
34% have contacted the Barclays Cycle Hire contact centre in the last 2 months
A third have contacted the contact centre in the last 2 months. Contact mainly relates to membership keys or faulty docking stations
Base: All members: W5: 2,686; all who have contacted the contact centre: 916
65
Q Thinking about the last time you contacted the centre, what was the reason or reasons? (Mentions above 5% at wave 5)
(*NB: To find a free DS / bicycle not in question precode list W2-W4)
Ratings of metrics relating to the BCH website are consistent with wave 4
Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526, W5: 2,686
Q Thinking specifically about the Barclays Cycle Hire website, how satisfied are you with ...?
The ease of understanding
information provided on the
website
The ease of logging in and checking
your membership account
information
The ease of finding information on the
website
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
66
Usefulness of email communications has held steady. The majority are happy with the frequency of emails
Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526, W5: 2,686, all who have received emails from BCH: 2,353
Q How useful is the information contained in the emails you receive from Barclays Cycle Hire?
67
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Frequency of emails from Barclays Cycle Hire
About right 84%
Too frequent 10%
Not enough 5%
Half know how to get 15 minutes additional time if the DS is full, a fifth are not aware of this
Q Were you aware that you can get 15 minutes additional time, at no extra cost, if a docking station is full and you are unable to dock a bicycle?
68
Base: All members: W4: 2,526 (wave 4 in brackets), W5: 2,686
The majority say that the functionality of membership keys has stayed the same
Your membership key working at a docking point
Base: All members: W4: 2,526 (in brackets); W5: 2,686
Improved
Stayed the same
Got worse
Q Thinking specifically about the following areas, generally would you say things have improved, stayed the same or got worse
(25%)
(64%)
(7%)
Most of those who call the contact centre receive a resolution, but a small minority do not
Q Was your query resolved the first time you contacted the centre?
Base: All members who have contacted the contact centre: 916; all whose query was not resolved first time: 213; all who requested a call back: 54; all who received a call back: 26 (Wave 4 in brackets)
70
Yes (70%)No (30%)
Q Did you request a call back from the contact centre?
Yes (25%)
No (71%)
Don’t know (5%)
Q How many times have you had to contact the centre to resolve your query?
Once (27%)
Twice (39%)
More than five times (7%)
Q Has your query been resolved now?
Yes (57%)
No (31%)
Don’t know (12%)
Q Did you receive a call back from the contact centre?
Yes (44%)
No, but I should have received a call back (53%)
No, not needed (3%)
Between three and five times (27%)
A fifth have bought cycling equipment as a result of the introduction of Barclays Cycle Hire
71
Q Have you done any of the following as a result of the introduction of the Barclays Cycle Hire?
Base: All members: W2: 2,652, W3: 947, W4: 2,526, W5: 2,686
Start and end docking stations are spread across London72
Base: All who gave start docking station information: 2,391, all who gave end docking station information 2,366
NW: 8% / 6%
EC: 16% / 19%E: 15% / 12%
S: 14% / 16%
N: 7% / 4%
W: 16% / 17%SE: 15% / 14%
Postcode area % start journey / % end journey
WC: 9% / 12%
1 in 6 started their last trip in the EEZ, 1 in 8 ended their trip in the zone
73
Base: All who gave start docking station information: 2,391, all who gave end docking station information 2,366
Zone % start journey / % end journey
Eastern: 16% / 8%Central Zone:
84% / 92%
Perceptions of value for money by region started most recent trip74
Eastern: 79Central Zone: 80
Mean score
Q How satisfied are you with the value for money of the amount you pay at the moment to use Barclays Cycle Hire?
Base: All whose start station was in zone: Central: 2,020, Eastern: 371
75
NW: 81EC: 81 E: 79
S: 78
N: 82
W: 81SE: 79
Q Thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the number of available spaces to return bicycles at docking stations
Postcode area Mean score
WC: 78
Perceptions of value for money by postcode area started most recent trip
Base: All whose start station was in postcode: E: 352, EC: 375, N: 161, NW: 200, SE: 355, S: 335, W: 394, WC: 219
Perceptions of value for money by region ended most recent trip76
Eastern: 78Central Zone: 80
Mean score
Q How satisfied are you with the value for money of the amount you pay at the moment to use Barclays Cycle Hire?
Base: All whose end station was in zone: Central: 2,179, Eastern: 187
77
NW: 81EC: 81 E: 79
S: 78
N: 83
W: 79SE: 80
Q Thinking specifically about this most recent trip using Barclays Cycle Hire, how satisfied are you with the number of available spaces to return bicycles at docking stations
Postcode area Mean score
WC: 79
Perceptions of value for money by postcode area ended most recent trip
Base: All whose end station was in postcode: E: 286, EC: 448, N: 109, NW: 137, SE: 324, S: 379, W: 405, WC: 283
Commuting is the most popular reason to use Barclays Cycle Hire
Base: All members: W5: 2,686
Q And how frequently do you make each of the following type of trips using Barclays Cycle Hire?
78
At least once a week:W1 57% W2 45%W3 52%W4 49%W5 49%
Commuting to or from work Leisure
At least once a week: W1 26%W2 26%W3 26%W4 27%W5 21%
Socialising
At least once a week: W1 22%W2 24%W3 26%W4 27%W5 20%
Personal business
At least once a week: W1 23% W2 23%W3 25%W4 27%W5 23%
Usage of Barclays Cycle Hire is fairly consistent across trip purpose
Q And how frequently do you make each of the following type of trips using Barclays Cycle Hire?
79
Visiting/ meeting friends/ relatives
At least once a week: W1 24%W2 21%W3 23%W4 24%W5 22%
At least once a week:W1 21% W2 16%W3 18%W4 17%W5 18%
Shopping
Employer’s business
At least once a week: W1 18%W2 15%W3 15%W4 14%W5 15%
Travelling to/from a place of education
At least once a week: W1 5% W2 6%W3 7%W4 7%W5 8%
Base: All members: W5: 2,686
Barclays Cycle Hire has a positive impact on encouraging people to cycle in London
80
Base: All members: W3: 941, W4: 2,526, W5: 2,686
Q Did Barclays Cycle hire prompt you to start cycling/start cycling more in London?
Wave 4Wave 3
Yes, prompted me to start cycling
Yes, prompted me to start cycling more
No Don’t know
Wave 5
The majority of members are working, white males81
Age Gender
Region
Ethnicity
Working status
Base: All members: W5: 2,686
Half of BCH users have a household income of over £50,00082
Q Please indicate your approximate annual household income, before tax and other deductions
Base: All members: W5: 2,686
Commuting is most frequent reason for using BCH
Q And which type of trip do you make most frequently using Barclays Cycle Hire?
83
Base: All except those who said they never use BCH for any of these types of trip: W5: 2,663
Commuting to/from work
Leisure
Personal business
Socialising
On employer’s business
Visiting/meeting friends or relatives
Shopping
Travelling to/from a place of education
Other