Use of Web-Based Rider Feedback to Improve Public Transit Services (2015) / Chapter Skim
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Managing Web-Based Feedback P a r t 1
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15 C H A P T E R 1 This chapter provides background to define customer feedback, differentiate feedback from other forms of communication between transit agencies and their customers, and define the categories of agency feedback needs that will be used throughout the report. The benefits and challenges of customer feedback identified in the literature are also discussed.
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16 Use of Web-Based Rider Feedback to Improve Public Transit Services • Customer service includes ticket sales, trip-planning services, safety monitoring, and other efforts to serve transit users. Customer feedback can enhance, but not replace such services.
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Understanding and Organizing Web-Based Feedback 17 problems, such as on-time performance issues and the need for additional capacity and customer amenities (e.g., schedule information, a shelter, and lighting)
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18 Use of Web-Based Rider Feedback to Improve Public Transit Services working. Other riders might want to report problems with ramps or lift equipment.
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Understanding and Organizing Web-Based Feedback 19 the agency. This not only generates options for the agency to consider with regard to its spending, but also helps to educate customers on the challenge of meeting service demands within budget constraints.
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20 Use of Web-Based Rider Feedback to Improve Public Transit Services Building Community Web-based feedback tools can help an agency build community by creating a dialog between the agency and the public. Blogs and other communication channels can be used to pose questions to the public that foster a discussion around issues that help frame agency policies and goals.
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Understanding and Organizing Web-Based Feedback 21 broader outreach efforts in the community. Three categories of feedback management needs are comment tracking, contact management, and reporting and analysis.
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22 Use of Web-Based Rider Feedback to Improve Public Transit Services surveys, customer comment cards, and feedback hotlines have all proven to be useful tools for gathering customer input, and transit agencies will continue to use these methods for many years to come. Web-based tools often build on the success of more conventional forms of feedback collection, while adding new features and functions to further enhance the public input process (Spitz et al.
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Understanding and Organizing Web-Based Feedback 23 Others may not be able to attend a meeting because of the location or conflicts with work or child care schedules. Still others may have limited proficiency communicating in English.
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24 Use of Web-Based Rider Feedback to Improve Public Transit Services One major benefit of web-based customer feedback systems paired with effective comment and issue tracking is the impact that responses can have on the user. Rather than feeling that their issue is being ignored, those who receive a response to their concern are more likely to feel that the agency has heard them.
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Understanding and Organizing Web-Based Feedback 25 to provide feedback, and the more responsive they are to that feedback, the more feedback they will generally receive. This give-and-take relationship helps to foster stronger ties between transit users and service providers, often in ways that can be leveraged for strategic joint gains.
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26 Use of Web-Based Rider Feedback to Improve Public Transit Services Challenges of Web-Based Feedback Tools This section identifies challenges that agencies may face when initiating a web-based feedback program or when adopting new web-based feedback tools, from the perspectives of customers and transit agencies. Customer Perspective Equity/Accessibility Not everyone is able to access or use web-based tools.
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Understanding and Organizing Web-Based Feedback 27 a more welcoming space for criticism. A challenge for agencies is deciding how to manage the often unsolicited feedback that comes through various channels, especially when the comments are critical of the agency.
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28 Use of Web-Based Rider Feedback to Improve Public Transit Services It can also be harder for agency personnel to calm down angry people through online channels, and sometimes even genuine attempts to do so can be misinterpreted. When possible, a phone call or in-person meeting may help to address such situations, but agencies often do not have the necessary information to contact distraught customers in this way.
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Understanding and Organizing Web-Based Feedback 29 Public Expectations. Social media and other online platforms operate all day, every day.
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30 Managing Web-Based Feedback This chapter includes topics related to managing a web-based customer feedback program. The first topic is to understand the various audiences that may be engaged and how they access and interact with the Internet.
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Managing Web-Based Feedback 31 Though the ability to tap a large racial and socioeconomic diversity is present, some groups are less likely to use or have access to the Internet. These groups include those with a high school diploma or less schooling (24% offline)
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32 Use of Web-Based Rider Feedback to Improve Public Transit Services favorite tools that are beyond the ability of the agency to adopt. Some prefer to use social media, but they want to know there is a live person monitoring their comments who will follow-up quickly.
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Managing Web-Based Feedback 33 Disclaimers -- Ability to Respond It is important for agencies to set an expectation of what will happen when a customer provides web-based feedback. This is especially important for platforms where users might expect a real-time response, such as Twitter or mobile security applications.
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34 Use of Web-Based Rider Feedback to Improve Public Transit Services contributed to the project review process. Just as a key part of holding effective public meetings is following up with attendees about how their input was used, the virtual community engaged in social media also wants to know how their input is being used.
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Managing Web-Based Feedback 35 Social media sites now provide the ability to download past comments, making it unnecessary to have a separate effort for retention of customer comments. However, the agency is ultimately responsible for providing this information.
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36 Use of Web-Based Rider Feedback to Improve Public Transit Services solicit comments via social media and online surveys, which are summarized and included separately from the formal comments under NEPA guidelines. Incorporating these comments into the formal NEPA process is currently being explored (Barron et al.
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Managing Web-Based Feedback 37 for web-based feedback programs. The Information Technology (IT)
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38 Use of Web-Based Rider Feedback to Improve Public Transit Services may not be allowed to handle web-based customer feedback, per the union work rules; if response to web-based customer feedback becomes an activity covered by the bargaining agreement, management employees may not be allowed to respond; and other work rules may impact how data can be collected and used. Level of Staffing The level of staffing needed to support web-based customer feedback depends on two main factors: management and technology.
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Managing Web-Based Feedback 39 • Monitor web-based feedback channels; • Respond to comments and post responses in the public forums; • Respond to comments and complaints from individual riders; • Provide analysis and reporting; • Manage internal processes, including records management; and • Maintain the platform or application on a daily basis. Responsibilities may fall to different departments and staff members depending on the type of feedback, the specifics of a larger project communication plan, or the type of application being used (e.g., social media versus an online survey)
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40 Use of Web-Based Rider Feedback to Improve Public Transit Services Responding to Web-Based Feedback This section focuses on topics specific to web-based feedback tools: timeframe for response, tracking comments, and closing the loop with customers. Timeframe for Response A key benefit of many web-based feedback tools is the feature that provides an immediate, automated response to the customer letting them know that their comment has been successfully submitted.
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Managing Web-Based Feedback 41 Monitoring and Responding on Public Forums A unique aspect of public forums, such as social media and idea management software, is the layering of conversations over time and the ability for users to talk to each other by commenting on each other's posts. These platforms have the potential to be multi-voice forums for interactive discussion.
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42 Use of Web-Based Rider Feedback to Improve Public Transit Services the requirement to register and log-in to the site to engage in discussions can present a barrier to getting wide participation. Monitoring Other Sites There are many opportunities on the web for the public to discuss and comment on agency activities, such as transit industry blogs (both supportive and critical)
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Managing Web-Based Feedback 43 issues. The real-time nature of social media, in particular, means that negative comments can spread quickly.
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44 Use of Web-Based Rider Feedback to Improve Public Transit Services Each agency will have specific actions depending on the culture and overall communication goals and practices. The first step is to determine if the comment is positive or negative.
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Managing Web-Based Feedback 45 information they will receive through different channels that needs to be integrated into the feedback systems. Categorizing Comments Defining a process for handling and integrating data is crucial.
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46 Use of Web-Based Rider Feedback to Improve Public Transit Services forwards the comment to the appropriate department for a response. In some instances, this could also generate a work order, such as for cleaning or maintenance issues.
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Managing Web-Based Feedback 47 comments, or complaints. Web-based feedback tools have created a new set of metrics, focused on web-based activity, such as the number of "likes" on Facebook posts or Twitter mentions.
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48 Web-Based Feedback Tools This section describes considerations for procuring web-based feedback tools; categories of web-based feedback tools; tool features; and procurement options, including how transit agencies can better work with software developers. Considerations for Implementing Web-Based Feedback Tools Implementing web-based feedback tools can be challenging.
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Web-Based Feedback Tools 49 and understood by people with various levels of skills and experience. If appropriate, agencies should also test applications on different platforms and operating systems.
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50 Use of Web-Based Rider Feedback to Improve Public Transit Services understood by nearly every transit agency in the United States, it is not included in this report. However, as it is the most widely used form of online communication (Zickuhr and Smith 2012)
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Web-Based Feedback Tools 51 riders and members of the community to comment online about proposed changes to service, fares, or other topics. Some tools are more open-ended to allow for unsolicited feedback, although most of them are used at specific points in time to generate ideas and gather input on specific initiatives within the agency.
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52 Use of Web-Based Rider Feedback to Improve Public Transit Services Surveys Online surveys are used to solicit feedback in a structured format. The surveys can be developed in-house or through the use of third-party survey software.
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Web-Based Feedback Tools 53 systems have traditionally allowed agencies to track user contact information and characteristics, but components to track activity and comments are now being included. Tool Features In selecting and procuring web-based feedback tools, agencies should review the features of the tool to ensure the right fit for the agency's needs.
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54 Use of Web-Based Rider Feedback to Improve Public Transit Services specified when procuring or designing an application to meet the agency's technical needs for that application. Customization.
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Web-Based Feedback Tools 55 Mobile Photograph. Some applications allow users to submit photos of issues they are reporting as an especially efficient means of conveying information.
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56 Use of Web-Based Rider Feedback to Improve Public Transit Services ability to integrate into agency systems; integration with standard office software packages, such as Microsoft Outlook or Google Maps; the ability to customize the application to integrate with in-house software; and application suites that provide all-inclusive management of customer communication and feedback, including internal communications, analysis, and reporting. Integration with Existing Tools and Systems Most agencies are looking for a feedback tool that can directly feed into their pre-existing systems, such as an internal complaint/compliment management system.
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Web-Based Feedback Tools 57 Integrating web-based forms, email to customer service departments, and other customer feedback functionality into the primary agency website is now common amongst transit agencies. Many agencies also maintain blogs on their website to inform customers about the latest news and events; these can encourage comments as a way to engage customers.
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58 Use of Web-Based Rider Feedback to Improve Public Transit Services Working with Software Developers Agencies that wish to develop customized software can benefit from understanding how to work effectively with software developers and vendors. This mutual understanding of needs and constraints can smooth the process, reducing misunderstandings and the potential for cost overruns.
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Web-Based Feedback Tools 59 Application Support From the beginning of the project, and as a part of any formal procurement, a plan is needed for providing ongoing maintenance of support of the application. The support and maintenance plan could include: support for staff who experience difficulties using the platform; ongoing maintenance for software glitches; upgrades required due to changing operating platforms (e.g., changes in social media platforms)
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60 Case Study Summaries This chapter summarizes the best practices and recommendations from the case studies and interviews conducted for this study. On-site case studies were conducted with four public transportation agencies.
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Case Study Summaries 61 survey is not possible or necessary. Web-based tools can provide insights into what key stakeholders think about a project; online polls or social media conversations can offer a window into the opinions of people who are actively involved and who care about a project.
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62 Use of Web-Based Rider Feedback to Improve Public Transit Services Feed Specification (GTFS) feeds, saved data, and the employee newsletter.
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Case Study Summaries 63 to postpone routine posts in light of a significant news event or natural disaster; otherwise the agency could appear uncaring or out-of-touch with the community. Web-Based Feedback Can Improve Transit Service DCTA provides service on a commuter rail route called the A-Train.
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64 Use of Web-Based Rider Feedback to Improve Public Transit Services In response, Metro developed a social media comment policy that defined acceptable behavior for users and identified the conditions under which Metro would take action. Treating Facebook as a digital community meeting, Metro based its guidance on what would be allowed in face-to-face meetings: no attacking other users, no offensive language, and no offensive material.
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Case Study Summaries 65 also maintaining a level of professionalism. Recognizing that people sometimes turn to social media when they are angry or frustrated about an issue, Metro makes sure to treat these riders with dignity and to let them know that Metro understands their concerns.
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66 Use of Web-Based Rider Feedback to Improve Public Transit Services The public became very engaged; they could not just say "I don't like what you are doing." By empowering riders to participate in the decisions, TriMet changed the dynamic of the budgeting process. Because people were asked to help solve the problem by prioritizing, not complaining, the tool completely changed the conversation.
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Case Study Summaries 67 Civic Reporting Can Create Efficiencies When citizens have an easy way to report issues, the city can get a comprehensive picture of conditions and set priorities. When the city can document the range of citizen concerns, it is easier to schedule repairs and maintenance programs and to allocate scarce resources.
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68 Use of Web-Based Rider Feedback to Improve Public Transit Services MBTA Transit Police The MBTA serves 175 cities and towns in the Boston metropolitan area. The MBTA provides all modes of transit service: bus [including bus rapid transit (BRT)
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Case Study Summaries 69 by customers. When riders forward a photo of a suspicious package in the system, dispatchers can forward that photo to officers on the scene so they can more easily identify the object.
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70 Use of Web-Based Rider Feedback to Improve Public Transit Services trip or waiting on hold for a call center agent. This is the case in many industries and Amtrak is aware of this potential inequity.
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Case Study Summaries 71 Communicate Beyond Current Ridership Riders urged agencies to engage with businesses, nonprofits, and cultural organizations to encourage ridership. Much of the lively discussion about this idea was not directly related to the topic of web-based feedback and focused on ways that transit operators could promote their services through publicity and free or subsidized transit tickets to sporting and cultural events.
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72 Use of Web-Based Rider Feedback to Improve Public Transit Services Mapping can be useful for providing trip information as well, such as geographically pinpointing an issue or recommendation. This functionality can also enable users to get involved with transit planning efforts by encouraging riders to draw or re-draw a route as a suggestion for expanded or enhanced service.
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Case Study Summaries 73 significant savings of time and resources, compared to the effort required to create a dedicated customer feedback tool from scratch. Data Standards Developers recommended establishing a standard for feedback data used throughout the transit industry, similar to the GTFS that is used for scheduling.
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74 Use of Web-Based Rider Feedback to Improve Public Transit Services External Barriers Agencies may develop new and useful feedback tools, but the public must be brought along to embrace and use the tools. Marketing and advertising should be used to make the public aware of newly available tools.
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75 Lessons Learned and Future Research This chapter summarizes the key recommendations and lessons learned from the case studies and interviews conducted for this research. In an early phase of the research, interviews were conducted with transit operators, organizations outside the transit industry, and software developers.
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76 Use of Web-Based Rider Feedback to Improve Public Transit Services tech-savvy riders with smartphones, the team developed a native application designed to minimize the necessary steps to report a security issue. People Want to Be Acknowledged One frequently cited concern about electronic feedback was that comments would end up in a figurative black hole.
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Lessons Learned and Future Research 77 the ramifications. Once an agency starts down a path, it can be very difficult to turn back.
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78 Use of Web-Based Rider Feedback to Improve Public Transit Services can provide a more sophisticated look at the impact of web-based tools -- especially social media -- by tracking the number of users who shared or forwarded a particular post. Many of these tools are free and are already built into web-based tools; others are available for purchase.
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Lessons Learned and Future Research 79 software systems may not be adaptable, customer service agents may need training in the new technologies, and union agreements may dictate which job classes are authorized to handle different types of communication. Web-based feedback tools, social media in particular, have some characteristics that may not fit neatly into an existing customer feedback program.
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80 Use of Web-Based Rider Feedback to Improve Public Transit Services Agencies have also expressed concern that customers with access to technology will receive faster responses than those using traditional communications channels like telephone and letters. There is a perceived urgency to comments received from the field in real time -- whether it is an Amtrak passenger whose Wi-Fi is not working or a bus rider wondering when the next vehicle will arrive -- and it can be difficult to separate the message from the medium to determine whether or not an immediate response is required.
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Lessons Learned and Future Research 81 Characteristics of the Ideal Tool Characteristics of tools that agencies found to be critical within any web-based feedback application were revealed through the case studies. These included: Automated.
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82 Use of Web-Based Rider Feedback to Improve Public Transit Services incentives to get feedback more frequently, but should make sure that they gather the information needed for follow-up.
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Lessons Learned and Future Research 83 developed and shared amongst agencies if web-based feedback tools are to be further adopted in the industry. Standardized Feedback Categories From the perspective of creating more powerful, integrated web-based feedback tools, one barrier is the lack of a standardized process for collecting and processing feedback data.
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