Customer Satisfaction Survey Report by lvs94353

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									Customer Satisfaction
   Survey Report
   Assessment of PART Express Riders



              August 10, 2009


                Prepared by:
Piedmont Authority for Regional Transportation
Introduction

       The need to measure customer satisfaction is essential for any company. PART
understands the importance of building and effectively managing the relationship with our riders,
and to do so we need to understand and meet the expectations of our customers. It is
imperative that we identify the parameters that cause customer satisfaction or dissatisfaction
and consciously measure them and bring about the changes needed on the basis of customer
perceptions.

Objectives

        The primary objective of the Customer Satisfaction Survey was to determine satisfaction
levels of PART Express riders. The secondary objectives were to determine ridership
demographics, determine what marketing channel is best to target respondents, determine the
level of satisfaction on specific PART attributes, and determine ways PART can improve
services. Determining ridership demographics will help PART understand our current customers
as well as potential target markets. Understanding which marketing channel works best to gain
riders will give PART an idea of where to focus more marketing efforts. The PART attribute
levels will break down each element of the PART experience and allow respondents to rate
each task; this will give us detailed information that will be beneficial to use to improve customer
satisfaction.

Methodology

        PART targeted existing customers for the customer satisfaction survey. Surveys were
distributed to all Express routes, to our Email list, and posted on the homepage of the PART
website; ensuring a demographic mix of respondents. 448 completed surveys were received
and analyzed. The survey consisted of 14 questions with question types such as open ended, 5
point Likert Scale, basic demographics, and numerical.

Respondent Profile

        Based on the demographic information received on the survey we have determined that
59.1% of respondents were Female and 41.2% Male. The prevalent age range was 45-54 years
old at 32.5%. 73.2% of the respondents answered Full Time for their employment status and
21.6% chose 30,000-44,999 as their Annual Income. Based on the question of ‘Where do you
work’ we were able to determine that the top 5 largest employers were Baptist Hospital, UNCG,
Winston-Salem, Forsyth Medical Center and BB&T.

Findings

       Major findings from our Customer Satisfaction Survey: 73.3% of the respondents were
Highly Satisfied, 19.1% Somewhat Satisfied, 4.4% Neutral, 3.6% Dissatisfied. When asked
“How long have you used PART?” 36.1% answered 6 months to 1 year, 32.8% answered 1 to 3
years. The most used routes were Winston-Salem Express, Greensboro Express and Surry
County Express. 22.7% of respondents said they rode PART every day.
       An attribute table measured the satisfaction of the following: customer service,
professionalism, quality of transportation, understanding customers’ needs, bus operator
performance, PART Hub staff performance, price and convenience of transportation. 6 out 8
service attributes received a score of Well Above Average from more than 50% of the
respondents.

         When asked “How likely are you to continue riding PART?” 85.2% respondents
answered Very likely, 9.8% Somewhat likely, 2.9% Neutral, 2.4% Unlikely. 86.6% were Very
likely to recommend PART to a friend or colleague, 9.3% somewhat likely, 3.1% Neutral, 2%
Unlikely.

       To help determine the best avenue for reaching new PART riders, included was a
question that asked “How did you hear about PART Services?” 46.2% responded with Word of
Mouth, 24.1% Other, 9.8% Newspaper, 8.2% Website, 6.4% TV, 4% Billboard, 1% Radio, 1%
Event.

       Detailed results are attached. If interested, open ended responses to questions such as
“What could PART do to encourage additional ridership on your particular route?” are available
upon request.

Recommendations

      PART will review survey responses and distribute to appropriate departments for further
examination. After reviewing survey responses, areas of improvement will be identified.

        With demographic information about riders now determined, it will be beneficial to use
for marketing PART services to our current and potential riders. A demographic profile of the
PART typical rider can also be built and used for marketing purposed. Characteristics of non-
riders can also be determined.

       Many route, schedule and service recommendations were suggested and will be
reviewed. From these suggestions PART will determine if changes need to be made to existing
routes and look into potential areas that are not currently served.

       This Customer Satisfaction survey will develop the baseline for future surveys PART will
conduct. The Customer Satisfaction Survey will be conducted once per year during the fourth
quarter of the PART fiscal year.

      Results to this survey will be publicized on the PART website and in a press release to
the media.
Respondent Profile
           Respondent Profile                          Percentages %
Gender:                                Female                 59.1
                                         Male                 41.2

Age:                             Less than 18                 <1
                                        18-24                  7.5
                                        25-34                 10.7
                                        35-44                 25.4
                                        45-54                 32.5
                                        55-64                 20.0
                                    65 or older                3.5

Employment Status:                   Full Time                73.2
                                     Part Time                 6.9
                                Self-employed                  1.5
                                 Not Employed                 <3
                                        Retired                2.9
                                       Student                 4.2
                                        Military                0
                                  Homemaker                     1
                          Prefer not to answer                  1
                                         Other                 8.2

Annual Income (2009): 30,000- 44,999                          21.6
* Percentages bolded in red indicate greatest categorical percentages.
Findings           What is your gender?




       41.2%
                                 Male
               59.1%
                                 Female
Findings                 What best describes your employment Status?

                      4.2%     1.0%
        1.0%   2.9%
       2.0%

       1.5%                                         Full Time

6.9%                                                Part Time
                                                    Self-employed
                                                    Not Employed, Looking
                                                    Not Employed, not looking

                              73.2%                 Retired
                                                    Student
                                                    Military
                                                    Homemaker
 Findings                Which category best describes your income?



       No response       2.6%
Prefer not to answer                                                      21.2%
           90,000 >       3.1%
       75,000-89,999         4.2%
       60,000-74,999             5.8%
       45,000-59,999                            11.1%
       30,000-44,999                                                       21.6%
       15,000-29,999                                            17.6%
           < 15,000                                12.5%
                  0.0%     5.0%         10.0%           15.0%     20.0%           25.0%
Findings                            Which category describes your age?



              35.0%                                 32.5%

              30.0%
                                            25.4%
              25.0%
                                                            20.0%
# of Riders




              20.0%
              15.0%                 10.7%
              10.0%          7.5%
                                                                    3.5%
              5.0%
                      1.0%
              0.0%
                      < 18 18-24 25-34 35-44 45-54 55-64 65 >
                                        Age Range
Findings
                      Top 5 largest employers

               1. Baptist Hospital                    54
               2. UNCG                                25
               3. Winston-Salem                       23
               4. Forsyth Medical                     12
               Center

               5. BB&T                                11


 * Data results according to respondents’ open ended comments. Total of 341 responses.
Findings        How long have you used PART services?




                                        Less 6 mths
                  36.1%
                                        6 mths to less 1yr
    16.7%
                                        1 to 3 yrs

 3.3%
                                        3 to 5 yrs
        11.3%
                    32.8%               5 yrs or more
         Findings                                                 Which of our routes do you use?

         30%
                   26.6%                                27.9%

         25%   24.8%


         20%


         15%                 12.9%                                                          12.5%
Riders




         10%
                                                                           6.9%                               7.3%   7.1%
                                       5.3%                       5.3%
         5%                                                                          3.5%                                   4.0%
                                               1.7%                                                    2.0%

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                                                              Routes


  * Respondents could indicate more than one route. Thus, the results will total to more than 100%.
Findings                   How frequently do you ride PART?




                                                 Everyday
            22.7%
                                                 4 days per week

                                   9.1%          3 days per week

                                                 2 days per week
     9.1%
                              3.5%               1 days per week
                    3.1%    1.0%                 Twice a month
            3.1%
                                                 Once a month
                             How would you rate your level
  Findings                          of satisfaction with us?




                     73.2%
                                                Highly Satisfied

                                                Somewhat
                                                Satisfied
1.0%
                                                Neutral
             19.1%
2.6%                                            Somewhat
                                                Dissatisfied
 4.4%                                           Highly Dissatisfied
 Findings                          How do we rate on the following attributes?

    1= Well above avg.   2= Above avg.    3= Neutral   4= Below avg.    5= Well below avg.




              Customer Service

                Professionalism

       Quality of Transportation

Understanding Customers' Needs

      Bus Operator Performance

    PART Hub Staff Performance

                           Price

  Convenience of Transportation

                               0%        10%     20%      30%     40%       50%    60%       70%

                              Other    Above Average   Well Above Average
Findings       How likely are you to continue riding PART?




                                            Very likely
       85.2%
                                            Somewhat likely
                                            Neutral
                                            Somewhat
                                            unlikely
                                            Very unlikely

                                     9.8%
                              2.9%
                  1.3% 1.1%
Findings           How likely is it that you would recommend
                                PART to a friend or colleague?


                                 9.3%

                                        3.1%      Very Likely

                                           1.0%   Somewhat Likely


                                           1.0%   Neutral


                                                  Somewhat Unlikely

           86.6%
                                                  Very Unlikely
Findings                      How did you hear about PART services?



        46.2%



                                                       24.1%   Billboard
                                                               TV
                                                               Radio
                                                               Newspaper
                                                               Website
                                                               Event
                                                               Word Of Mouth
                                                4.0%           Other
 1.0%
                8.2%                     6.4%
                       9.8%       1.0%

								
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