nsert TTC logo here STAFF REPORT INFORMATION ONLY Q1-Q2 2016 Customer Satisfaction Survey Results Date: September 28, 2016 To: From: TTC Board 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. Borkwood@ttc.ca 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 Q1 2012 Q1 2015 74% Q2 2015 Q2 2016 78% 77% 75% 74% 72% 75% 79% 75% 74%71% 72% 74% 72% 75% 79% 81% 72% 80% 79% 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 Q2 16 Increased service on major routes Improved overnight services Operating earlier & later on neighbourhood routes ACCESS TO SERVICES CROWDING WAIT TIMES Increased service in peak periods on 25 bus routes CROWDING WAIT TIMES New express bus services on five major corridors CAPACITY TRIP TIME
Frequent customers are less satisfied 82% 75% 79% 71% 83% 77% 77% 83% 73% 71% 68% 69% 85% 80% 69% 87% 85% 78% 76% Occasional: Once a week or less Frequent: Daily to several times a week
Customer satisfaction remains steady for subway & bus riders 76% 75% 73% 78% 78% 73% 71% 77% 80% 78% 76% 82% 78% 78% 79% 79% 77% 63% 9/21/2016 = sig. higher/lower than other subgroups = higher or lower than previous wave or year at C.I. =.95 8
Higher customer satisfaction by single mode vs. multi mode Single Mode Multi Mode 77% 71% 80% 77% 75% 74% 72% 69% 80% 83% 79% 82% 73% 79% 77% 76% 71% = sig. higher/lower than other subgroups 9/21/2016 9 = higher or lower than previous wave or year at C.I. =.95
Perceived value for money over time Overall perception of value for money has remained high (Average/Good/Excellent) 92% 92% 94% 90% 90% 91% 89% 91% 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% 72% 73% 72% 71% 70% 70% 71% 68% 66% 67% 69% 75% 74% Q2 15 71% 73% Q18. Can you tell me if you agree, disagree or have no opinion about these statements? 9/21/2016 Let s start with [READ FIRST STATEMENT]. Do you 11 =sig. higher/lower than other waves at.95
Pride in the TTC is highest amongst bus riders Pride in the TTC By Mode Over Time Used Subway Used Bus Used Streetcar 76% 73% 75% 74% 75% 72% 71% 70% 71% Q2 15 78% 77% 71% 72% 76% 70% 70% 68% 74% = sig. higher/lower than other subgroups 9/21/2016 12 = higher or lower than previous wave or year at C.I. =.95
Key Drivers 9/21/2016 13
Key drivers of customer satisfaction Most Influential Subway Trip duration Bus Wait time Streetcar Wait time Wait time Trip duration Trip duration Trip smoothness Operator helpfulness Vehicle crowding Vehicle crowding Vehicle crowding Operator helpfulness Less Influential Staff helpfulness Personal Safety Operator appearance Personal Safety Trip smoothness 9/21/2016 14 Trip smoothness Helpfulness of announcement
Impact on Overall Satisfaction 2012 2016 Comfort & Convenience Overall Satisfaction Importance vs. Performance Maps: Subway Improve Monitor Crowding in the vehicle Trip duration Smoothness during trip Wait time Protect Maintain Overall Satisfaction Performance 9/21/2016 15
2012 2016 Customer Service & Environment Overall Satisfaction Importance vs. Performance Maps: Subway Improve Protect Impact on Overall Satisfaction Station staff available to help Monitor Staff helpfulness /appearance Appearance of collector booth Cleanliness Station cleanliness Station maps and signs 9/21/2016 16 Ease of buying token/ticket Maps & info on-board Overall Satisfaction Performance Maintain
2012 2016 Announcements Overall Satisfaction Importance vs. Performance Maps: Subway Improve Protect Impact on Overall Satisfaction Helpfulness Clarity of delays Monitor Ease of hearing in station Frequency - delays Quality - stops Maintain Overall Satisfaction Performance 9/21/2016 17
2012 2016 Trip Experience Impact on Overall Satisfaction Improve Wait time Monitor Overall Satisfaction Importance vs. Performance Maps: Bus Vehicle crowding Maps & Info Trip smoothness Trip duration Ease of hearing PA Vehicle cleanliness Operator Helpfulness Helpfulness of PA Protect Personal Safety Operator Appearance Maintain Overall Satisfaction Performance 9/21/2016 18
2012 2016 Trip Experience Overall Satisfaction Importance vs. Performance Maps: Streetcar Improve Protect Impact on Overall Satisfaction Wait time Vehicle Crowding Vehicle Cleanliness Trip Smoothness Maps & Info Trip duration Helpfulness of PA Ease of hearing PA Operator Helpfulness Personal safety Operator Appearance Monitor Maintain Overall Satisfaction Performance 9/21/2016 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 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 Timing April 2016 June 2016 Sample Size n=1,000 Changes for Q1 Added announcement specific statements to bus and streetcar (the quality, clarity, and frequency) 9/21/2016 24
Respondent Demographic Profile 43% Gender 57% HOUSEHOLD INCOME 19% Under $45,000 57% $45,000 + 24% DK/NA AGE DISTRIBUTION <25 16% 25-54 52% 55-70 25% 71+ 6% 9/21/2016 25 OCCUPATION STATUS 64% Work full-time or part-time 8% Unemployed or at home 11% Student 15% Retired 2% DK/NA
Respondent Behavioural Profile FREQUENCY OF TTC USAGE MODE OF TRANSPORTATION OF MOST RECENT TRIP ON TTC TIME OF DAY OF LAST TRIP 68% 38% 34% 11% 17% 55% 25% 18% 40% 30% 12% Once a day or more often Several times a week Once a week Once every few weeks PURPOSE OF LAST TTC TRIP Subway Bus Streetcar Early/Morning Rush Start 9:30am Afternoon Rush Hour Evening/Night 9:31am 3:30pm PURCHASE METHOD 3:31pm 6:30pm 6:31pm - End 51% 62% purchased from TTC Subway Collector/Ticket Agent 43% 26% 16% 8% 3% 3% 14% Token=38% 24% Adult Monthly Metropass= 20% 8% 0% Going to/from work Attending Pleasure or to personal recreation business Going to or coming from school Other shopping Grocery shopping 9/21/2016 26 Cash Ticket/Token Monthly Pass PRESTO Other