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Enhancing Customer Service through Market Research and Segmentation

Paula EdwardsDirector Customer Care, GO Transit

February 27, 2013

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• A division of Metrolinx

• 1967 first service launched

• 64 million passengers moved in 2012

• 260,000 passengers/weekday

• 80% Rail; 20% Bus

• Connects 16 municipal transit systems

• 78 stations / terminals

• 66,000 + parking spaces

GO Transit - Background

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Turning Point for Customer Service

• 88% train on-time performance in 2008/09

• Negative public and customer perception

• Focus on operations and safety often compromised customer service

• Lack of customer engagement

• Led to a 3 year Customer Service Strategy that was approved in 2009

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Research in 2008

• Customer Satisfaction Survey – 1st in 5 years

• Origin/Destination bi-annual surveys

• Reactive action based on customer complaints – no trending

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Embedding the Customer into our Culture

We ExcelDelivering Strategic Services

We AnticipateMoving Beyond Expectations

We Care IIReinforcing our Commitment

We Care IServing our Customers

Excellence

Foundations

Customer Service Training Roadmap

2009

2010

2011

2012

2013

+• Mystery Shopping• Usage and Attitude Study

• Customer Experience Mapping• Retail Strategy

• Customer Segmentation• Customer Satisfaction Executive Workshops

• Ideas @ Work• Customer Online Advisory Panel

• Customer Comment Dashboard• Established the Research and Business Solutions team

• Passenger Charter Focus Groups• Customer Satisfaction Program

Research Road Map

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Let GO Know

Launched in April-2011 as a foundational tool to elevate research

• Over 6,700 panellists

• Average response rate of 41%

• 70% respond within 24 hrs.

• Utilized for: - Concept testing for new products

- Insights for new programs and initiatives- Feedback on existing products/services

Research now completed at 1/10th of the cost of traditional surveys

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How We’re Listening

• Closing the feedback loop with customers Website links survey results with action GO News Annual progress reports Public facing scorecard

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Customer Insights

Customer Satisfaction

Origin / Destination

Surveys

Let GO Know

Customer Comments

Ideas At Work

Focus Groups

Performance Analytics

Evolving Research to Insights

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GO’s Customer Segmentation

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GO’s Segmentation Approach

Striving to be more than just a transportation provider

We learned from Retail;

× Every Passenger is the Same

× Everyone is Completely Different

Natural Grouping of Preferences

Designed to create an actionable segmentation of GO riders in order to improve service and communications.

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GO’s Customer Categories

GO’s Segments are based on:

• Demographics and Psychographics

• Media habits, Hobbies and Interests

• Satisfaction with and Attitudes towards GO Transit

• Activities on the GO

• Reasons for Riding and Frequency of Riding on GO Transit

• Travel patterns

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• “The Happy Rider” • “The Working Rider”

• “The Rider that Wants to be Left Alone” • “The Angry Rider”

• “The Social Rider” • “The ‘Hip’ Rider”

• “The Student Rider”

GO settled on 7 distinct passenger personas:

“The Happy Rider”

GO’s Customer Segmentation

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GO’s Customer Segmentation

“The Working Rider”

“The Rider that Wants to be Left Alone”

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GO’s Customer Segmentation

“The Angry Rider”

“The Social Rider”

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GO’s Customer Segmentation

“The ‘Hip’ Rider”

“The Student Rider”

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In Practice – GO’s Quiet Zone

Would you use the quiet car?

The Rider that wants to be left alone

84%

The Student Rider 81%

The Angry Rider 81%

The Happy Rider 78%

The “Hip” Rider 77%

The Working Rider 76%

The Social Rider 51%

Segmentation Research Found How we used the Research

Celebrated among six segments

An opportunity to delight “The Angry Rider” and the “Rider who wants to be left alone”

Pay attention to “The Social Rider”

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Using Segmentation moving forward

• Incorporating Segmentation into all research

• Marketing Plan

• Courtesy Campaign

• Brand Design Refresh

• Social Media

• Communications Strategy

• Next multi-year Customer Service Strategy

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How we’re doing:

Winter 2009

Fall2012

Change

Overall Satisfaction 59% 78% +19 pts

Very Likely to Recommend 63% 80% +17 pts

Customers At Risk 4% 1% -3 pts

Customers will Continue to Use 89% 92% +3 pts

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What We’ve Learned

I. It’s a journey – not a quick win

II. Have a Plan. “Without a destination, any road will do"

III. It doesn’t need to cost a lot

IV. Recognize the diversity/similarities in your customers needs

V. Engage executives early and take action

VI. Close the feedback loop with your customers

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Thank You!

GO, Union Pearson Express and PRESTO are divisions of Metrolinx, an Agency of the Government of Ontario