today's presentation

Barclays Cycle Hire customer satisfaction and usage survey:Wave 4 Members Only ResultsSeptember 2012

Debbie ShuttlewoodFiona Moss

Today's presentation...2

1. Survey methodology

2. Key findings

3. Key measures

4. Customer journey

5. Drivers of satisfaction

6. Attitudes and behaviours

1. Survey methodology

3

4

Methodology and approach

2,526 interviews completed online

11-28 June 2012

29,927 invites sent - response rate of 8.4%

Active only members invited to take part i.e. those who have hired a bicycle

Sample was taken from TfL’s database of registered users

Data is unweighted

2. Key findings

5

Satisfaction continues to rise6

Wave 3Satisfaction

68Wave 2

Satisfaction63

Wave 1Satisfaction

70

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

July 2010 October 2011July 2011 Wave 4Satisfaction

70

June 2012

Satisfaction now back to wave 1 levels as members become familiar with scheme and issues around membership keys are resolved

Key headlines7

Overall satisfaction and advocacy have increased... back to wave 1 levels

Satisfaction with all touchpoints has improved or remained the same as last wave

Satisfaction with ease of using the membership key - most improved touchpoint again this wave Also the top performing touchpoint alongside the call centre

The availability of free docking points and availability of bicycles at docking stations are bottom performing touchpoints again despite increases in mean scores

Members are positive about cycling being enjoyable and good for rush hour journeys But less positive about cycling in London, its safety and

facilities

8

The actual bicycles and the ease of using the membership key have the biggest impact on overall satisfaction

BUT these perform well and therefore need to be maintained not improved

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

Bicycles Ease of use of

membership key

Availability of bicycles

Availability of docking points

9

3. Key measures

Overall satisfaction has improved and is now at wave 1 levels

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

10

Mean score63

Wave 1 Wave 2

Mean score68

Wave 3

53% who cycle at least once a week are satisfied (scored 8, 9

or 10 out of10)

Mean score70

Wave 4Casuals

Members

85*69

*Source: SPA

Advocacy has remained stable since wave 311

Q How likely would you be to recommend Barclays Cycle Hire to friends or family

Weekday and weekend users are

equally likely to recommend (68% and

69%)

Base: All members: W1: 3,754; W2: 2,652; W3: 947; W4: 2,526

Mean score80

Mean score75

Wave 1 Wave 2

Mean score80

Wave 3

75% who use BCH at least once a week

would recommend

Mean score81

Wave 4Casuals

Members

89*78

*Source: SPA

Members who are satisfied with VfM are significantly more likely to be satisfied with BCH overall and to recommend the scheme to others

Base: All members who are satisfied with vfm (1,896); dissatisfied with vfm (113)

12

Overall satisfaction Likelihood to recommend

Dissatisfied with VfM

Satisfied with VfM

Dissatisfied with VfM

Satisfied with VfM

Value for money mean score is steadily increasing

Q How satisfied are you with the value for money to you of using Barclays Cycle Hire?

81

(Asked of 288 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%)

Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526; all who are not satisfied with the value for money of BCH: W4: 288

13

80 Too expensive

Poor availability of bikes

Don’t use enough

Overcharged

DS are usually full

Not enough coverage/ north/ south DS hard to find

30 minutes isn’t long enough

Happy with pricing

Quality of the bikes is not good

Problems at DS

Wave 1 Wave 2 Wave 3Mean scores

82

Wave 4

83

14

4. Customer journey

Mean satisfaction with information on how BCH works is steadily increasing after wave 2 drop

Q How satisfied are you with the information on how Barclays Cycle Hire works?

74

(Asked of 621 rating 0-6) Q Why do you say you are not satisfied with the information

you have obtained or received on BCH? (Mentions above 16%)

Base: All members: W1: 3,754, W2: 2,652, W3: 947; W4: 2,526 all who are not satisfied with information on how BCH works: W4: 621

15

Wave 1 Wave 2

71 72

Wave 3Mean scores

It didn't answer all my questions

Lack of info about docking or undocking bicycles

The website didn't give up to the minute information of Bicycle availability

It was hard to understand how much using Barclays Cycle Hire would cost

The website was unclear/ not user friendly

The account details webpages were unclear/ not user friendly

It wasn't that clear from the maps at the terminal where the docking stations are

The information didn't make it clear that all membership keys would be activated at the

same time

Wave 4

73

Website ratings have been increasing since wave 2

Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526

Q Thinking specifically about the Barclays Cycle Hire website, how satisfied are you with ...?

16

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 1

Wave 2

Wave 3

Wave 4

Wave 1

Wave 2

Wave 3

Wave 4

Significant increase in usefulness of BCH emails


Q How useful is the information contained in the emails you receive from Barclays Cycle Hire?

17

Wave 1

Wave 2

Wave 3

Wave 4

Satisfaction with registration is back to wave 1 levels but the process remains time consuming

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?

74

(Asked of 68 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: all who registered since Jan 2012: 300; all who are not satisfied with information on how BCH works: 68

18

Wave 1 Wave 2

71 72

Wave 3Mean scores

Wave 4

74

Significant increase in satisfaction with terminals, but maps remain a problemQ How satisfied are you with the information panels, print outs, screens and ease of using the terminals?

(Asked of 762 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; all users who are not satisfied with the terminals: 762

19

6567

Mean scoresWave 2 Wave 3

69

Wave 4

It was not easy to use the maps at the terminals

It was not easy to understand how the terminal screens worked

Balance, usage cost and access period enquiries on terminal was unclear

I was not able to get a print out of the information I wanted from the terminal

Technical problems/ terminals/screens not working

Information on tariffs provided at the terminal was not clear

Problems with maps

Lack of information/ instructions

Software/screen/ terminal/too slow to use

Cumbersome/overly complicated process/too many steps/time consuming

Proportion satisfied with availability of bicycles has significantly increased; smaller proportion of dissatisfied members with availability

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

20

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? *

28% of Eastern Extension

residents are satisfied vs 18%

of Core Zone residents




53

Wave 3 Wave 3

50

Mean scores Mean scores

56 52

Wave 4 Wave 4Wave 4Core

Wave 4Core

5255

Lack of availability of free spaces and lack of bicycles at DS are main reasons for DS satisfaction

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: W4: 1,897

21

DS I want to return a bicycle to are often full

Sometimes no bicycles available at DS I want to use

Often no bicycles available at DS I want to use

DS I want to return a bicycle to sometimes full

DS not in convenient locations

Don't know where to find alternative DS

DS I want to return a bicycle to always full

About half think availability of bicycles and docking points has stayed the same…

22

The availability of bicycles at docking stations

Base: All members: W3: 947 (in brackets); W4: 2,526

The availability of free docking points

Improved

Stayed the same

25% who use BCH at least once a week say availability

of bicycles has improved

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

n/a

n/a

26% of weekday users and 16% of weekend users say availability of free docking points has got worse

(24%)

(53%)

(20%)

(3%)

(18%)

(52%)

(27%)

(3%)

In the last month less than a quarter have always found a bicycle at their first choice of docking station

23

Base: All members: W4: 2,526; all who hired a bicycle in the last month: 2,184; all who failed to find a bicycle at first choice of DS: 1,696

Q On how many of these occasions have you failed to find an available bicycle at your first choice of docking station?

1-2

6-10

3-5

11-2021+

02,184 members attempted to hire a bike in the last

month

Q The last time you failed to find an available bicycle at your first choice of docking station, what did you do next?

In the last month nearly one-in-five have not hired a bicycle successfully

24

Q How many times in the last month have you successfully hired a bicycle using the Barclays Cycle Hire Scheme?

Base: All members: W4: 2,526; all who successfully hired a bicycle in the last month: 2,104

Q On how many of these occasions have you failed to find an available space to return the bicycle at your first choice of docking station?

1-2

6-10

3-5

11-20

21+ 0

1-2

6-10

3-5

11-20 21+

0

16% of weekday users have not hired

successfully in the last month

34% of weekend users have never failed to

find a space

The majority of users have a second docking station in mind when their first choice of DS is full

Q The last time you failed to find an available space at your first choice of docking station, what did you do next?

Base: All who have failed to find a space at their first choice docking station: W4: 1,580

25

I went straight to another docking station that I knew

Used an app on my phone to find a space at another DS

Looked at the terminal to find the nearest alternative docking station

Used the 15 minutes of free time to go to another DS

Called the Contact centre

Other

Half of members know how to get additional time when docking stations are fullQ 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?

26

Base: All members: W3: 947, W4: 2,526 (wave 3 in brackets)

54% who use BCH at least once a week know

how to do this

Only 40% who use BCH less than once a week know how to do this

Satisfaction scores are higher for most frequent trip27

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

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 3

Satisfaction with most recent trip is high and availability of bicycles is the main reason

Q How satisfied are you with the overall experience of using Barclays Cycle Hire for this particular trip?

Base: All members: W4: 2,526

28

76Mean scores

Wave 4 Q Thinking about this last time using Barclays Cycle Hire what was particularly good about your experience? Mentions above 6%

Availability of bicycles (at docking stations)

Availability of space at docking stations (space to park/return bike)

Faster than other methods of transport/ saves time

Condition of the bicycle/well maintained

Easy to use

Being outside/fresh air /enjoying the weather

Convenience/useful

Cycle/Docking stations are in good locations/ easy to find

Reason for dissatisfaction with most recent trip is because of a lack of docking pointsQ How satisfied are you with the overall experience of using Barclays Cycle Hire for this particular trip?

29

76Mean scores

Wave 4 Q And what was particularly bad about your experience? (Mentions above 2%)


Lack of spaces/docking bays/docking stations full

Traffic/too much heavy traffic/road danger/ inconsiderate road users

Lack of bicycles/empty docking station

Poor weather

Docking stations aren't working properly/hard to dock/ undock bike

Problems with bicycles

Problems with gears

Bikes are too heavy/ need to be lighter

Damage to bicycles

Poor/inconvenient locations/lack of docking stations in desired area

Key did not work

Significant growth in satisfaction with general maintenance and working condition of docking stations but the main issue is that docking stations don’t always work

Q How satisfied are you with the working condition and general maintenance of the docking stations overall?

67

(Asked of 563 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 all who are not satisfied with the working condition and general maintenance: 563

30

Mean scores

70

Wave 2 Wave 3

74

Wave 4

Docking stations do not always work

Found it difficult to undock the bicycle

Found it difficult to dock the bicycle back

Broken/faulty bikes/bikes with red lights/not fixed quickly enough

Docking stations are often untidy/unclean

Docking station/points closed/not working

Problems with keys

Problems with card payments

12% who use BCH less

often than once a week

are dissatisfied

Satisfaction with ease of using the membership key has improved significantly again but reliability is still an issueQ And how satisfied are you with the ease of using the membership key to access a bicycle?

64

(Asked of 501 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 :all who are not satisfied with the ease of using the membership key: W4: 501

31

79

70% of weekday users are satisfied

73


78

Wave 4

I cannot rely on my key to work when I want to access a bicycle

My key had to be replaced

My key does not work at any docking station

Slow/takes too long

Keys are poorly designed/bulky/faulty/ poor quality/fall apart/ break easily

Unreliable/doesn't always work/e.g. at peak times

Two thirds think their membership key working at the docking point has stayed the same

32

Your membership key working at a docking point


Improved

Stayed the same

26% of weekday and 21% of weekend users

say the membership key working has improved

Got worse


n/a

(32%)

(54%)

(11%) (3%) My key tag did not work, even though my account was current, and the call centre was shut, so I could not call to fix the problem. Therefore, I had to buy access as

a non-member.

On this occasion my key did not work, I walked to another station on the other side of Euston Road and it still did not work. I had to phone and get them to reactivate it. It made me late for work

and was very annoying.

Satisfaction with bicycles is steady: fewer than half satisfied with BCH bicycles, mainly because they are too heavy

Q In general how satisfied are you with the bicycles you have hired through Barclays Cycle Hire?

75

(Asked of 677 rating 0-6) Q Why do you say you not satisfied with the bicycles?

(Mentions above 8%)

33

72

Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526; all who are not satisfied with the bicycles: W4: 677

Bicycles are too heavy

Problems with gears

Bicycles not well maintained

Problems with bell

Problems with the brakes

Problems with the saddle

I’m not happy with the basket

The bicycles are not comfortable

They are difficult to ride

Are not clean/in poor condition

There are problems with the tyres/punctures

72


72

Wave 4

Low gearing - I could have gone a

lot faster with a higher gear.

Danger from the roads - I was

cycling alongside heavy traffic, and

this is harder when you have to go

slowly on a bike like the hire bikes.

Significantly fewer have contacted the BCH contact centre in the last two months compared to last wave

Base: All members: W4: 2,526; all who have contacted the contact centre: 932

34

Q Thinking about the last time you contacted the centre, what was the reason or reasons? (Mentions above 1%)

Problem with membership key

To report a problem with a docking station

Payment query

To complain

To make a query about a refund

To buy access

To chase on an existing query

Query about docking station location

To register as a member

Complaints received in 2012 (1,624 in total):Docking station 22%Disputed charge 11%Docking point 8%Cycle 6%Account closure 4%Refund 4%Access key related 4%

*Source: TfL – BCH registered complaints

37% have contacted the Barclays Cycle Hire contact centre in the last 2 months

Contact centre satisfaction continues to improve significantly

Q And still thinking about the last time you contacted the centre how satisfied were you with the service that you received?

55

(Asked of 224 rating 0-6) Q And why do you say you are not satisfied with the

contact centre? (Mentions above 5%)

Base: All members who have contacted the contact centre: W2: 1,314, W3: 525; W4: 932 all who are not satisfied with the service received: 224

35

They did not resolve my issue

I could not get through/ had to call several times to speak with someone

Staff did not seem knowledgeable

Staff were not helpful

They did not have the information I needed

The information provided was not accurate

No response/response time too long

Staff did not take me seriously

66Mean scores

Wave 2 Wave 3

74

Wave 4

36

5. Drivers of satisfaction

Overall satisfaction: bicycles and membership key 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

37

2.0%

2.0%

1.4%

1.3%

1.3%

1.0%

0.3%

0.1%

0.1%

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.

TfL might consider looking at membership keys and contact centre

performance as these are mainly “barriers”.

Bicycles you have hired through BCH

Ease of using the membership key to access a bicycle

Availability of bicycles at docking stations

Working condition and general maintenance of the docking stations

Information on how BCH works

Availability of free docking points

Service received last time contacted the centre

Process of registering as a member overall

The number of bicycles available to hire at docking stations (last trip)

Information panels, print outs, screens and ease of using the terminals

Website

The number of available spaces to return bicycles at docking stations (last trip)

Overall satisfaction: availability of bicycles and free docking points are the main priorities for improvement for members

38

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)

39

6. Attitudes and behaviours

Eight in ten agree cycling is enjoyable


Q To what extent do you agree or disagree with the following statements about cycling in general …?

40

77%

49%

23%

16%

2%

14%

30%

34%

Wave 3 Wave 3

16% 29%

Cycling is enjoyable

Cycling is good for rush hour journeys

Barclays Cycle Hire has helped to make cycling

in London safer

London is a city for cycling

Cycling is a safe way of getting about

There are good facilities for cyclists in London

It was great to get exercise, enjoy the good weather and

see the city. Travelling during heavy congestion means I

feel like I'm going faster than the cars and buses, and I also

feel safer because the cars are travelling slowly.

Two thirds use BCH at least once a week

Q Typically how often do you use the following to get around London?

41


At least once a week %

W4 W3 W2 W1

Walking

Underground

BCH Bicycle

Bus

Train

Own bicycle

Car/van

Commuting remains most frequent with BCH


Q And how frequently do you make each of the following type of trips using Barclays Cycle Hire?

42

At least once a week:W1 57% W2 45%W3 52%W4 49%

Commuting to or from work Leisure

At least once a week: W1 26%W2 26%W3 26%W4 27%

Socialising


Personal business

At least once a week: W1 23% W2 23%W3 25%W4 27%

Travelling to/from place of education remains least frequent with BCHQ And how frequently do you make each of the following type of trips using Barclays Cycle Hire?

43

Visiting/ meeting friends/ relatives


At least once a week:W1 21% W2 16%W3 18%W4 17%

Shopping

Employer’s business


Travelling to/from a place of education

At least once a week: W1 5% W2 6%W3 7%W4 7%


The majority use BCH to travel their whole journey44

Base: All members: W4: 2,526; All who used BCH as part of a longer journey: 1,008

Q What other methods of transport did you use on this journey?

Q Did you use the Barclays Cycle Hire bicycle...?

Most popular reason for choosing BCH is to reduce their journey time

45

Base: All members who have not made the trip before using another mode of transport or prior to BCH was introduced: W4: 438

Q Why did you choose to make this trip using a BCH bicycle/the part of the journey you made using BCH? And which of these was the main reason?

I had a very thorough workout, avoided traffic jams and overtook some people on decent bikes. Plus I just hopped off it

when I got to my destination, no messing

about with locks.

Convenient, quick travel. Great for getting around if I’m going to

meet friends / family for dinner and don’t want to (or can’t) take

my own bike.

Most users travel alone and are either residents or workers in London

46


Q How many people made this trip/part of the journey using a BCH with you (i.e. Also hired a bicycle and travelled with you)

Nearly half did not cycle before BCH was introduced47


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

48

Thank you

49

7. 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 satisfaction50

Indicates significant change in mean score since previous waveor

Who are your members?51

Key demographics

Base: All members: 2,526

•More likely to be aged between 25-44 (60%)• Almost eight-in-ten (77%) are men• 72% live in London, 20% in the South East•9 in 10 working (92%) (mostly full time)

Frequency of use

• At least once a week 65%• Less often than once a week 35%

Typical time of use

• Weekday 80%• Weekends 20%

Reason for using BCH Place of residence London South East Rest of UK

Commuting to/from work 42% 70% 58% On employer's business 6% 11% 10%

Travelling to/from a place of education 4% 1% 1% Shopping 3% 2% 2%

Visiting/meeting friends or relatives 7% 2% 4% Personal business 9% 6% 11%

Leisure 18% 6% 11% Socialising 8% 2% 5%

52BCH website remains the main source of information but the docking station is becoming increasingly popular

Base: All members: W1: 3,754, W2: 2,652, W3: 947, W4: 2,526 *Previous Q – “…at scheme launch”

Q From where did you get information on how Barclays Cycle Hire works?

Website

From a friend/ colleague

Terminal at the docking station

Newspapers/press

Leaflet

Advertising

Email

Mobile phone app

A roadshow

From a volunteer who was helping out with the scheme*

Three-fifths intend to renew membership; less than one-in-ten say they will not

Base: W3: 947, W4: 2,526

Q Thinking about your membership, are you intending to renew your membership when it runs out?

53

Wave 4Wave 3

Slight increase in proportion who will auto-renew

Slight decrease in proportion who will renew manually

Top drivers of satisfaction and recommendation are the same (although the order is slightly different)

54


Ease of use of the membership key


Working condition and general maintenance of

DSInformation on how

BCH works

Five touchpoints have above average impact on overall satisfaction and recommendation (in order of impact; i.e. bicycles hired through BCH has the largest impact on both):

Indicates increase in mean sat score vs last wave

Priority area for improvement for satisfaction and recommendation as performance remains

below average compared to the other touchpoints

Working condition and general maintenance of DS



Ease of use of the membership key

Satisfaction Recommendation

Availability of bicycles at docking

stations

Indicates no change in mean sat score vs last wave

Recommendation: Condition of docking stations and information on how BCH works have biggest impact

The impact on recommendation refers to the % increase in the mean recommendation score based on a simulated 10% increase in the mean score of a particular driver

55

1.8%

1.8%

1.6%

1.6%

0.9%

0.7%

0.3%

0.3%

0.3%

0.2%

0.1%

0.1%

Total impact on recommendation

Working condition and general maintenance of the docking stations



Ease of using the membership key to access a bicycle


Availability of free docking points to return bicycles at docking stations

Number of bicycles available to hire at docking stations (last trip)

Website

Number of available spaces to return bicycles at docking stations (last trip)

Service received last time you contacted the centre

Info panels, print outs, screens and ease of using the terminals

Process of registering as a member overall

Recommendation: availability of bicycles at DS is the main priority area for improvement for members

56

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)

57

SatisfactionThe actual bicycles and the ease of using the membership key have the biggest impact on overall satisfaction

BUT these perform well and therefore need to be maintained not improvedThe availability of bicycles at docking stations is the only priority improvement area

It is the second worst performing touchpoint BUT has higher than average impact on satisfaction

Availability of free docking points is still important It is the worst performing touchpoint and its impact on satisfaction is only just

above average

RecommendationThe working condition and general maintenance of the docking stations and information on how BCH works have the biggest impact on overall recommendation

Strong performance here means the focus should be maintenance of scores There are no priority improvement areas for recommendation BUT care should

be taken with availability of bicycles at docking stations

Where to focus improvements

First contact resolution has improved

Q Was your query resolved the first time you contacted the centre?

Base: All members who have contacted the contact centre: 932; all whose query was not resolved first time: 276; all who requested a call back: 276; all who received a call back: 68 (Wave 3 in brackets)

58

Yes (57%)No (43%)

Q Did you request a call back from the contact centre?

Yes (40%)

No (54%)

Don’t know

Q How many times have you had to contact the centre to resolve your query?

Once (19%)

Twice (45%)

More than five times (9%)

Q Has your query been resolved now?

Yes (63%)

No (26%)

Don’t know (12%)

Q Did you receive a call back from the contact centre?

Yes (35%)

No, but I should have received a call back (64%)

No, not needed (1%)

Between three and five times (27%)

One third think call centre responsiveness has stayed the same59

Call centre responsiveness (i.e. not setting up a call back)


Improved

Stayed the same

4% of weekend users think call centre responsiveness has got worse

Got worse


n/a

(8%)

(40%)

(6%)(46%)

The first terminal had no paper to print a release code on. Upon

phoning up we were given no help in trying to get a bike other than being told to use another

terminal. No indication was given that the problem would

be fixed.

One quarter do not have a bicycle in their household60

Q How many bicycles are owned and available for use in your household?

Base: All members: W1: 3,754, W2: 2,652, W3: 947, Wave 4: 2,526

One in twenty have bought a bicycle as a result of the scheme

61

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

14% of weekday users have increased the amount they cycle

on their own bicycle since the introduction of BCH

Only one in ten do not intend to renew

Base: All members: W3: 947, W4: 2,526

Q Thinking about your membership, are you intending to renew your membership when it runs out?

62

59% intend to renew their

membership (61% in Wave 3)

8% do NOT intend to renew their

membership (6% in Wave 3)

(Asked of 195 not intending to renew) Q Why are you not intending to renew your membership

when it runs out? (Mentions above 9%)

Poor availability of spaces at docking station

Poor availability of bikes

Planning on moving/ leaving London

Brought/using my own bicycle

634 in 5 (80%) agree that BCH makes a positive contribution to London

Q To what extent do you agree or disagree with the following statements about cycling in general?


Barclays Cycle Hire makes a positive contribution to London

Members: Majority of users are working, white males64

Age Gender

Region

Ethnicity

Working status


Over half of BCH users have a household income of over £50,000

65

Q Please indicate your approximate annual household income, before tax and other deductions


Up to £10k

Up to £5,000

£5,001 - £10,000

£10k-£25k

£10,001 - £15,000

£15,001 - £20,000

£20,001 - £25,000

£25k-£50k

£25,001 - £30,000

£30,001 - £40,000

£40,001 - £50,000

£50k+

£50,001 - £75,000

More than £75,000

Prefer not to say

Frequency of most frequent trip

Q How frequently do you make this trip?

66

Base: All members: 2,526, all who travelled all of the way with BCH (1,517); and part of the way with BCH (1,008)

Using the Cycle Hire Scheme

Using the Cycle Hire Scheme to travel all the way

Using the Cycle Hire Scheme as part of a longer journey

By a different mode of transport

By a different mode of transport (all using BCH to travel all the way)

By a different mode of transport (all using BCH as part of a longer journey)

Before using BCH most would typically have walked the same journey

67

Base: All members who registered since the start of 2012 and sometimes use another mode of transport : W4: 261

Q Before you joined the Barclays Cycle Hire Scheme, how would you typically have made this trip/the part of the journey you made using Barclays Cycle Hire?

Walking

Underground/tube

Bus

Own bicycle

DLR

Train

Black cab/taxi

Car/Van

Motorbike

I did not make this trip before joining the BCH scheme

Most switched to BCH because it's quicker and healthier68

Base: All members who registered since the start of 2012 and sometimes use a different mode of transport: W4: 256

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?

Commuting is most frequent reason for using BCH

Q And which type of trip do you make most frequently using Barclays Cycle Hire?

69


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

Wednesday to Friday most likely days to make a BCH trip70

Q And at what time of day did you start this trip?Q On which day of the week did you make this trip?

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Base: All members: W4: 947, W4: 2,526 (wave 3 in brackets)

Weekday: 80% (81%)

Weekend: 20% (19%)

Peak: 58% (61%)

Off peak: 42% (39%)

Before 7am

7am to 10am

10am to 4pm

4pm to 7pm

7pm to 10pm

After 10pm

Only a minority of BCH members hire a bicycle past the free 30 minute period

71

Q How long did you hire the bicycle for on this trip?


Up to 10 minutes

Up to 20 minutes

Up to half an hour

30-45 minutes

Over 45 minutes to an hour

Over an hour

Q In the past week, on how many days have you completed 30 minutes or more of physical activity

None

1 day

2 days

3 days

4 days

5 days

6 days

7 days

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