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Customer Satisfaction Survey BriefingPublic Affairs and Communication CommitteeDecember 10, 2019

Nevin GrinnellVice President, Chief Marketing Officer

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This presentation serves as a briefing for the Customer Satisfaction Survey

It meets DART’s FY 2020 Goal 1.1: Serve DART's Customers by implementing steps that increase ridership

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• Project Description

• Methodology

• Topline Results

• Satisfaction Drivers

• GoPass

Table of Contents

Project Description

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• 7th year of conducting the DART customer survey in this new format– Odd years - Full survey to understand drivers of satisfaction– Even years - Shortened survey to understand core metrics

• Conducted once a year (between April and June)

Project Description

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• The Customer Satisfaction Survey represents one of three key measuring mechanisms to measure DART performance

– Conclusions drawn from the following:

1. DART KPI’s – Identified/agreed upon metrics2. Customer Contact – Calls categorized and trended through

the call center3. Customer Satisfaction Survey – Customer perception

Project Description

Methodology

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• Survey conducted April 22 – June 25, 2019• Self-administered paper survey • Surveyed 6,585 DART riders• 10-minute survey• Anyone who was riding on DART, was approached by an interviewer, and

agreed to participate could complete the survey

Methodology

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• Respondents must have answered:– Services typically used, gender, age– Most of the secondary key questions:

o Services used for trip today o Type of DART pass typically use o Available means of transportation o Frequency of DART usage o Ethnicity

– At least 70% of the survey

Methodology

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Methodology• Due to the sample size of over 6,000 persons, a change as low as 2

percentage points is considered significant at the 95% confidence level – The ranges can be used as a guide to determine

the changes Significant Improvement (increase 4+)

Minor Improvement (increase 2 – 3)

Holding (+/-1)

Minor Declining (decline 2-3)

Decline (4+)

30% 10%10% 30% 20%

5 Pt. ScaleTop 2 Box

Not at All Not Too Neither Somewhat Very

• 5-point scale– Reporting based on the top two boxes

Topline Results

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Topline Results: 2018 DART ActivityInitiatives that have been implemented since 2018:

Factors that may have impacted results:

Rollout of GoPass Tap Card Updates to GoPass Rollout of GoLink Shuttle New Fare Structure

5-star service continued efforts Focus on on-time performance Increased Safety/Security efforts

Platform Extensions and Downtown Track Improvements

(station closings during the weekend) Dissolution of DLink Service Cotton Belt meetings

Dallas City PR on Service PR against the Cotton Belt Corridor Increased level of homelessness “Fair Fare” PR Downtown Dallas Construction

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Topline Results: Positive

80%

81%

2017 2019

Ease of Purch. Tickets

86%

88%

2017 2019

GoPass App Satisfaction

• Riders “likely to continue using DART” has increased the last three years• Issues regarding buses not stopping have continued to improve

• Ease of purchasing tickets has improved– GoPass App and GoPass Tap awareness

is 80% and 50% respectively– 49% of respondents are paying with

cash, down from 73% in 2015

86% 87%

2017 2019

Future Use Intent

80%

81%

2017 2019

Ease of Purch. Tickets

86%

88%

2017 2019

GoPass App Satisfaction

52%

53%

2017 2019

Less Problems w/ Bus Picking Up

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• Topline measures have declined– Net Promoter Score (NPS) is down to 10.7 versus 15.3 a year ago– Overall satisfaction is down to 80% versus 84% a year ago

• Experiences versus a year ago have declined over the years• Declines across the following key customer drivers have affected overall

satisfaction ratings: Timeliness, Safety, Cleanliness, Communication specifically concerning disruptions

Topline Results: Concerns

86% 80% 84% 80%

2016 2017 2018 2019

Overall Satisfaction

29.113.3 15.3 10.7

2016 2017 2018 2019

NPS

72%60% 63% 56%

2016 2017 2018 2019

Positive Experience vs YAG

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• 73% of riders have used rideshare in 2019, up from 50% of riders in 2017

Topline Results: Concerns

Hypothesis - TNC’s may have reset the rider experience

55%73%

2017 2019

% “Ever Use” rideshare is up nearly 20 percentage points versus 2 years ago

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8.1

17.6

23.7

29.1

13.315.3

10.7

2012 2014 2015 2016 2017 2018 2019

Net Promoter Score

Net Promoter Score

How likely is it that you would recommend [company] to a friend or colleague?

Detractors - unhappy customers

Promoters -loyal and urge their friends to

engage

0 1 2 3 4 5 6 7 8 9 10

Net Promoter System℠

Promoters- Detractors= NPS

• The NPS score is 10.7 in 2019, down from 15.3 in 2018– In 2019, NPS increased slightly for choice riders

Passives –satisfied but unenthusiastic

Satisfaction Drivers

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Satisfaction Drivers: Most Important Factor to Ride

160

152

146

133

130

130

124

121

114

107

100

95

94

93

Convenient locations

Connection waiting time

Connection coordination

Courteous Transit Center employees

Easy ticket purchasing

On- time buses

On- time trains

Courteous DART police

Service frequency

Printed or online schedule readability

Real-time route information accuracy

Clean facilities

Map/Schedule availability

Courteous train operator

92

88

86

86

85

83

82

81

75

72

71

69

69

65

Courteous telephone operators

Clean trains

Courteous bus operator

Clean buses

Bus safety

Train safety

Real-time schedules accuracy

Clean bus stops

Service disruption - enough info

Presence of DART police

Bus stop safety

Service disruption - timely info

Platform/Station safety

Parking lot safety

TimelinessSafety/Security

CleanlinessCustomer Service

CommunicationConvenience

Q18. How likely are you to continue using DART in the future? (5-point scale, Very likely to Not at all likely) Q34. How would you rate DART’s performance on the following criteria? (5-point scale, Excellent to Poor)

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• Timeliness improvements will drive ridership• Cleanliness and safety are basic necessities

Satisfaction Driver: 2019 Key Driver Map

On- time trains

On- time buses

Connection coordination

Connection waiting time

Service frequency

Bus safetyTrain safety

Parking lot safety

Platform/Station safety

Bus stop safety

Presence of DART police

Clean busesClean trains

Clean facilities

Clean bus stops Courteous bus operator

Courteous train operator

Courteous Transit Center employees

Courteous DART police

Courteous telephone operators

Map/Schedule availability

Printed or online schedule readability

Service disruption -timely info

Service disruption -enough info

Real-time schedules accuracy

Real-time route information accuracy

Convenient locations

Easy ticketpurchasing

Deriv

ed Im

port

ance

Top 2 Box Perfomance

Q18. How likely are you to continue using DART in the future? (5-point scale, Very likely to Not at all likely); Q34. How would you rate DART’s performance on the following criteria? (5-point scale, Excellent to Poor)

Needs Improvement

Low Priority for Improvement

Exceeds Expectations

Meets Expectations

TimelinessSafety/SecurityCleanlinessCustomer ServiceCommunicationConvenience

(High Importance – Low Performance) (High Importance – High Performance)

(Low Importance – Low Performance) (Low Importance – High Performance)

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• In opened ended questions, when asked about biggest improvements:

Safety/Security ranks #1

Timeliness ranks #2

Cleanliness ranks #3

Customer Satisfaction Drivers

Q34. How would you rate DART’s performance on the following criteria? Q41. In your opinion, how could DART improve its service for you? (Open-End)

Suggested Improvements(Open-End) ‘14 ’15 ’17 ‘19

Security/Safety/Rule Enforcement (Net) 6% 8% 9% 16%

Improve security 5% 8% 7% 11%

Safety/Safer (unspecified) 0% 0% 1% 4%

Enforce rules for food, noise, disruptions 1% 1% 1% 1%

Fare enforcement 0% 0% 0% 1%

On-time service 13% 12% 16% 13%

More frequent service (Subnet) 16% 11% 11% 11%

Improve cleanliness (buses, trains, stations, etc.) 4% 5% 7% 10%

Expand area of operation 8% 9% 7% 9%

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• DART’s Safety ratings have declined over the last few years

Safety/Security

68% 70%75%

66%

57%

72%74% 73% 75%71% 68% 71%74% 71% 73% 71% 69% 70%72%

68% 68% 68% 65% 64%69%

62% 64% 64% 61% 63%

Onbuses

Onplatforms

Ontrains

Inparking

lots

At busstops

DART policepresence

2012 2014 2015 2017 2019

Q34. How would you rate DART’s performance on the following criteria?

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• Frequency, connections and timeliness have declined versus a year ago

Timeliness

83%

62%55%

51% 50%

81%

69%65% 63% 61%

80%73% 71% 70% 68%

78%

67%63% 60% 57%

79%

65%59% 57%

54%

Timeliness of trains Frequency of service Timely coordination of connectionsbetween

trains and buses

Waiting time forconnections/transfers

Timeliness of buses

2012 2014 2015 2017 2019

Q34. How would you rate DART’s performance on the following criteria?

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• Cleanliness has followed a downward trend

Cleanliness

Q34. How would you rate DART’s performance on the following criteria?

64%

44%52%

64%70%

63% 65% 68%71% 68% 68% 68%63% 61% 60%

56%59% 58% 55% 53%

DARTfacilities

Buses Busstops

Trains

2012 2014 2015 2017 2019

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• Customer Service has maintained its performance rating– Continued focus on 5-star for last eight years has had impact

Customer Service

Q34. How would you rate DART’s performance on the following criteria?

75% 75%71% 72%

63%

76% 75% 76% 75%71%

78% 76% 77% 76% 75%76% 75% 74% 73% 72%75% 74% 74% 71% 72%

Transit centeremployees

DARTpolice

Trainoperators

Telephone informationoperators

Bus operators

2012 2014 2015 2017 2019

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• Service disruptions are an opportunity for improved communication

Communication

*Accuracy of real-time schedules and Accuracy of real-time route info are new in 2019 Q34. How would you rate DART’s performance on the following criteria?

79%74%

66% 64%

79% 77%72% 71%

79% 77% 75% 74%77% 77%68% 65%

75% 75%

61% 61%66% 67%

Ease ofreadingprinted

schedule

Availabilityof maps &schedules

Timely infoaboutservice

disruptions

Enough infoaboutservice

disruptions

*Accuracy ofreal-timeschedules

*Accuracy ofreal-timeroute info

2012 2014 2015 2017 2019

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• Ease of purchasing tickets was slightly up• Convenience of DART locations was slightly down

– Driven by Males, 18-34, African Americans, and Dependent riders

Convenience

Note: This question was not asked in 2016 or 2018.Q34. How would you rate DART’s performance on the following criteria?

76%71%

79%74%78% 77%

80%75%

81%73%

Ease of purchasingtickets/passes

Convenience of DARTlocations in relation

to home/work

2012 2014 2015 2017 2019

GoPass

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• Ease of purchasing tickets continues to show improvements

• Ticket purchases using the GoPass App exceed vending machine purchases

GoPass - Convenience

How would you rate DART’s performance on the following criteria? Q41. In your opinion, how could DART improve its service for you? (Open-End) Q8. Where do you typically buy your pass?Q41. In your opinion, how could DART improve its service for you? (Open-End)

39%

38%

27%

9%

3%

Bus

GoPass Mobile App

Ticket Vending Machine

Employer

Grocery/ConvenienceStore

Where Typically Purchase Ticket

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• Satisfaction and ease of use ratings for the GoPass App are high and improving - Riders aged 18-34 are more likely find the app easy to use

• Awareness of the App is strong and GoPass Tap Card is growing

GoPass

79%Aware of

GoPass App

50%Aware of GoPass

Tap Card

• Ultra-frequent riders and dependent riders are more likely to be aware of the DART GoPass Tap Card than other riders are

GoPass App Ease of Use GoPass App Overall Satisfaction

91%

86%

92%

88%

2017 2019

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Rideshare Service Usage• Rideshare use is up dramatically since 2017 • Rideshare users rank lower on many key metrics versus those who

don’t use rideshare or use less

55%73%

2017 2019

% “Ever Use” rideshare is up nearly 20 percentage points versus 2 years ago

Hypothesis: Rideshare services are resetting the rider experience

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• Satisfaction with DART goes down as rideshare usage frequency increases

• Rideshare users give DART lower ratings on timeliness measures and convenience of locations and have a much lower NPS score versus non-rideshare users

Rideshare Users Vs. Non-Users

51%57% 55%

72%59% 63% 62%

77%

Timeliness Of Buses Timely CoordinationOf Connections

Between Trains AndBuses

Waiting Time ForConnections/Transfers

Convenience Of DARTLocations In Relation

To Your Home OrWorkplace

Ever Use Rideshare Never Use Rideshare

8.0

17.2

NPS

Ever Use Rideshare

Never UseRideshare

78% 80% 82%

Frequently UseRideshare

OccasionallyUse Rideshare

Rarely/NeverUse Rideshare

DART Satisfaction By Rideshare Usage Frequency

%Very/Somewhat Satisfied

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• Timeliness/Connections‒ Develop DARTzoomsm strategy to redefine our transportation system lead

by our bus system‒ Transit Master scheduling software will be upgraded to a newer version to

improve real-time service monitoring‒ The department will modify the On-Time Performance (OTP) Recognition

Program‒ Capital projects which includes new SCADA train control system, Rail

Virtual Training program, Wi-Tronix -Siemens system to monitor LRV functions and provide real time information on LRV’S

‒ Weekly performance review meetings on LRV performance and LRV On Time Performance

• Customer Service‒ Transit Center Services is reallocating personnel to locations that will be

able to capture a larger audience due to ridership changes

Next Steps – FY2020

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• Cleanliness‒ New reporting program utilizing Survey 123 in the Ways, Structures and

Amenities section to report Bus Stop and Rail Station cleanliness daily‒ Continued mid-day cleaning of LRV’s‒ Adjusting trash pick up at high volume Bus stops and rail stations

• Safety/Security‒ Pilot program at Union station, installed lighted pedestrian crosswalks to

warn pedestrians‒ Continued installation and lighting upgrades at outer rail stations and Park

& Ride lots

Next Steps – FY2020

Questions