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STAFF REPORT
INFORMATION ONLY
Q1-Q2 2016 Customer Satisfaction Survey Results
Date:
September 28, 2016
To:
TTC Board
From:
Chief Executive Officer
Summary
Overall customer satisfaction rebounded in Q1 2016 (79%) and remained at the same
high levels in Q2 (80%). In 2015, improvements in customer perceptions of key service
reliability attributes (the length of time they waited for the vehicle, trip duration, and the
level of crowding inside the vehicle) led to the highest customer satisfaction score
observed in several years, 81%. After a brief decline in Q4 which can be attributed to the
removal of very visible PanAm specific service enhancements, overall customer
satisfaction has returned to 79% (the proportion of customers who were satisfied with
their most recent trip on the TTC). This can be linked to our improved consistency
delivering a reliable service, which has led to higher customer perceptions of trip
duration on buses and streetcars, wait times on streetcars and level of crowding on buses.
Customer perceptions of subway service also remained high.
Customer perceptions of value for money remain high, with 92% saying they received
average, good, or excellent value for money on their last TTC trip.
Pride in the TTC and what it means for Toronto also continues to improve. In Q2 2016
73% of customers agreed with this statement compared to 69% of customers a year ago,
indicating significantly higher levels of pride compared to last year.
Financial Summary
There are no financial implications resulting from the adoption of this report.
The Chief Financial & Administration Officer has reviewed this report and agrees with
the financial impact information
Comments
The TTC will continue to conduct the Customer Satisfaction Survey (CSS). The Board
will be provided with an update on CSS in February 2017.
Staff report for information on Q1-Q2 Customer Satisfaction Survey Results
1
Contact
Arthur Borkwood, Head of Customer Development
Strategy & Customer Experience Group
Toronto Transit Commission
Tel: 416 393 6085
Email: Arthur. [email protected]
Attachments
Q1 –Q2 2016 Customer Satisfaction Survey Results
Staff report for information on Q1-Q2 Customer Satisfaction Survey Results
2
Q1- Q2 2016 Customer Satisfaction Survey Results
September 28 2016
Arthur Borkwood – Head of Customer Development
Outline
•
•
•
•
Top Line Results
Key Drivers of Satisfaction
Summary
Appendix
Top Line Results
Customer satisfaction has rebounded and
remained steady
Q2 2015 – Q2 2016
Q1 2012 – Q1 2015
78%
74%
77%
75% 74%
72%
75%
79% 81% 80%
79%
79%
75% 74%
71% 72%
74% 72% 75%
72%
↑Wait times
↑Duration of trip
↑Crowding
4
2014-2016 service improvements
Delay incidents
10%
Delay minutes
35%
Short turns a week
2000
1000
Short turns a week
2600
500
2016 service planning improvements
Q4’15
Q1’16
Increased service on
major routes
Improved overnight
services
Operating earlier & later
on neighbourhood routes
Increased service in
peak periods on 25
bus routes
Q2’16
New express bus
services on five
major corridors
CAPACITY
ACCESS TO
SERVICES
CROWDING
WAIT TIMES
CROWDING
WAIT TIMES
TRIP TIME
Frequent customers are less satisfied
82%
79%
83%
77%
83%
71%
87%
73%
80%
77%
75%
85%
68%
71% 69%
Occasional: Once a week or less
Frequent: Daily to several times a week
85%
78%
76%
69%
Customer satisfaction remains steady for
subway & bus riders
76%
75%
73%
78%
78%
80%
78%
73%
71%
76%
77%
63%
9/21/2016
= sig. higher/lower than other subgroups
= higher or lower than previous wave or year at C.I. = .95
8
82% 79%
79%
78% 77%
78%
Higher customer satisfaction by single
mode vs. multi mode
Single Mode
Multi Mode
80%
77%
75%
74%
77%
72%
71%
9/21/2016
69%
= sig. higher/lower than other subgroups
= higher or lower than previous wave or year at C.I. = .95
82% 80% 83%
79%
73%
79%
77%76%
71%
9
Perceived value for money over time
Overall perception of value for money has remained high
(Average/Good/Excellent)
94%
92%
92%
90%
90%
91%
91%
89%
92%
92%
Good/Excellent
60% 57% 58% 58% 59% 60% 59% 60% 58% 60% 59% 60% 61% 62% 68% 62% 64% 64%
9/21/2016
10
= higher or lower than previous wave or year at C.I. = .95
Pride in the TTC and what it means to
Toronto
Pride in the TTC has improved since Q2’15
77%
72%
71%
70%
72%
70%
73%
71%
75%
72% 71%
66%
68%
69%
74%
71%
Q2 ’15
73%
67%
=sig. higher/lower
than other waves at
.95
Q18. Can you tell me if you agree, disagree or have no opinion about these statements?
11
9/21/2016 Let’s start with [READ FIRST STATEMENT]. Do you ____
Pride in the TTC is highest amongst bus
riders
Pride in the TTC By Mode Over Time
Used Subway
Used Bus
Used Streetcar
Q2 ’15
76%
73%
75%
74%
75%
72%
9/21/2016
70%
= sig. higher/lower than other subgroups
= higher or lower than previous wave or year at C.I. = .95
78% 77%
71%
71%
71%
70%
68%
12
76%
74%
72%
70%
Key Drivers
9/21/2016
13
Key drivers of customer satisfaction
Most
Influential
Less
Influential
9/21/2016
Subway
Bus
Streetcar
Trip duration
Wait time
Wait time
Wait time
Trip duration
Trip duration
Trip
smoothness
Operator
helpfulness
Vehicle
crowding
Vehicle
crowding
Vehicle
crowding
Operator
helpfulness
Staff
helpfulness
Operator
appearance
Trip
smoothness
Personal Safety
Personal Safety
Helpfulness of
announcement
Trip
smoothness
14
2012 – 2016
Comfort & Convenience
Overall Satisfaction – Importance vs. Performance Maps: Subway
Improve
Protect
Impact on Overall Satisfaction
Trip
duration
Wait time
Crowding in
the vehicle
Smoothness
during trip
Maintain
Monitor
9/21/2016
Overall Satisfaction Performance
15
2012 – 2016
Customer Service & Environment
Overall Satisfaction – Importance vs. Performance Maps: Subway
Impact on Overall Satisfaction
Improve
Protect
Staff
helpfulness
/appearance
Station
cleanliness
Station staff
available to Appearance of
help collector booth
Monitor
9/21/2016
Ease of buying
token/ticket
Cleanliness
Station maps
and signs
Maps & info
on-board
Overall Satisfaction Performance
16
Maintain
2012 – 2016 Announcements
Overall Satisfaction – Importance vs. Performance Maps: Subway
Impact on Overall Satisfaction
Improve
Helpfulness
Clarity of
delays
Monitor
9/21/2016
Protect
Frequency delays
Quality stops
Ease of
hearing in
station
Overall Satisfaction Performance
17
Maintain
2012 – 2016 Trip Experience
Overall Satisfaction – Importance vs. Performance Maps: Bus
Impact on Overall Satisfaction
Improve
Wait time
Protect
Trip
duration
Operator
Helpfulness
Vehicle
Personal
crowding
Ease of
Safety
Trip hearing PA
Operator
smoothness
Appearance
Vehicle Helpfulness
Maps & Info
cleanliness of PA
Maintain
Monitor
9/21/2016
Overall Satisfaction Performance
18
2012 – 2016 Trip Experience
Overall Satisfaction – Importance vs. Performance Maps: Streetcar
Impact on Overall Satisfaction
Improve
Wait time
Protect
Trip
duration
Operator
Helpfulness
Trip
Vehicle
Smoothness
Helpfulness
Crowding
Vehicle
of PA
Cleanliness
Maps & Info
Personal
safety
Operator
Appearance
Ease of
hearing PA
Maintain
Monitor
9/21/2016
Overall Satisfaction Performance
19
Summary
9/21/2016
20
Key focus areas
Communications and announcements
Improve the helpfulness, frequency, audibility,
and clarity of announcements on all modes.
Comfort and convenience
The customer experience would improve with
reduced crowding on all modes, and
improving wait times on surface modes.
Customer interaction with station staff
Station staff have a direct influence over
several dimensions that have improved over
the past four years, but still has room to
grow.
How we are addressing the issues
Communications and announcements
Improved customer-facing language and standards for
service alerts
Use of professional voiceover artist for pre-recorded
announcements
Standards for type, frequency and content of prerecorded public address announcements
Implementation of external route (pre-boarding)
announcement system on all modes
Comfort and convenience
Improved schedules on 32 bus and streetcar routes to
improve reliability and travel times (+ new streetcars!)
Helpfulness of station staff
Customer Service Standards and Stations Transformation
Appendix
9/21/2016
23
Methodology
Method
Respondents
Timing
Sample Size
Changes for
Q1
9/21/2016
10-minute telephone survey
100% City of Toronto residents
Aged 13 years old +
TTC user at least once every few weeks or more frequently
Standard industry exclusions
April 2016 – June 2016
n=1,000
Added announcement specific statements to bus and streetcar (the quality,
clarity, and frequency)
24
Respondent Demographic Profile
Gender
HOUSEHOLD INCOME
19% Under $45,000
57% $45,000 +
24% DK/NA
43%
57%
AGE DISTRIBUTION
<25
25-54
55-70
16% 52% 25%
9/21/2016
71+
6%
OCCUPATION STATUS
64% Work full-time or part-time
8% Unemployed or at home
11% Student
15% Retired
2% DK/NA
25
Respondent Behavioural Profile
MODE OF TRANSPORTATION OF
MOST RECENT TRIP ON TTC
FREQUENCY OF TTC
USAGE
TIME OF DAY OF LAST TRIP
68%
55%
38%
Once a day
or more
often
40%
30%
34%
Several
times a
week
11%
17%
Once a
week
Once every
few weeks
25%
Subway
Bus
18%
Streetcar
12%
Early/Morning Afternoon
Rush
Start –
9:31am –
9:30am
3:30pm
Rush Hour Evening/Night
3:31pm –
6:30pm
6:31pm End
PURPOSE OF LAST TTC TRIP
PURCHASE METHOD
62% purchased from TTC
51%
43%
Subway Collector/Ticket Agent
24%
26%
16%
14%
8%
3%
Going
Attending Pleasure or Going to or Other
to/from to personal recreation coming
shopping
work
business
from school
9/21/2016
Adult Monthly
Metropass= 20%
3%
Grocery
shopping
Token=38%
Cash
Ticket/Token Monthly Pass
26
8%
PRESTO
0%
Other