A New Way to Measure Customer Experience

Challenge

The Rochester Genesee Regional Transportation Authority (RGRTA) wanted to establish a partnership with an experienced market research firm to conduct periodic customer satisfaction surveys, and to track the results over a 5-year timeframe. In addition, RGRTA was preparing to launch a system-wide redesign called Reimagine RTS that would impact riders with route changes and other changes. 

Insight

RGRTA had been conducting this quarterly study for 9 years with nearly the same survey questions. Also, they had been using Net Promoter Score (NPS) as their primary metric for customer satisfaction. Unfortunately, this metric fluctuated greatly and the transit authority was unsure how to effect change or get a good grasp on the ups and downs. 

Solution

Level 7 Market Research has designed appropriate sampling plans, developed questionnaires, executed on-bus data collection and reported the results on a quarterly basis. The data collected every quarter consists primarily of quantitative data with a lesser amount of qualitative data.

As noted, RGRTA had been using NPS scores as their sole measure for overall satisfaction for the duration of the rider surveys. In order to better reflect satisfaction, Level 7 Market Research designed a new customer satisfaction index for RGRTA based on measures that are useful and most importantly, actionable. The new metric included elements such as on-time arrival scores (consistently noted as the most important factor of rider satisfaction), loyalty, company culture, and Net Promoter Score.

Outcome

Our research has been tracking rider satisfaction over the past several quarters. Findings have informed the marketing and communications of the new Reimagine RTS initiative, as well as many other factors that drive rider satisfaction. The new metric has provided RGRTA with a measure that incorporates components that are actionable, ultimately providing a pathway for increasing their satisfaction scores.