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2016 Rail Conference PASSENGER TransportTHE SOURCE FOR PUBLIC TRANSPORTATION NEWS AND ANALYSIS MONDAY, JUNE 13, 2016 | VOLUME 74, NO. 12 2016 Rail Conference Phoenix, AZ TransportPASSENGER ISSN 0364-345X Commentary The Source for Public Transportation News and Analysis VOLUME 74, NUMBER 12 ESTABLISHED 1943 Published bi-weekly by the American Public Transportation Association, 1300 I St., NW, Suite 1200 East, Washington, DC 20005; 5 Star Service: A Cultural (202) 496-4800; Fax (202) 496-4321; www.apta.com It is the mission of Passenger Transport to communicate news and information about Transition for DART public transportation and to serve as the voice of the public transportation industry. Treating every colleague and customer like a VIP Rosemary Sheridan, Publisher [email protected] Kathy Golden, Editor BY GARY THOMAS CAROL WISE [email protected] President/Executive Director Executive Vice President/ Deborah Bongiorno, Senior Managing Editor Dallas Area Rapid Transit Chief Operating Officer [email protected] Susan Berlin, Senior Editor [email protected] Jack Gonzalez, Director-Marketing and Sales IN 2012, DALLAS AREA RAPID TRANSIT All Aboard [email protected] While some employees were already Erin Cartwright, Marketing & (DART) launched its 5 Star Service program performing at a 5 Star level, the goal Communications Coordinator [email protected] was to get all individuals and depart- Mitchell Wood, Graphic Designer to encourage employees to strive to create an ments on board with the new standard [email protected] extraordinary customer experience. Although for excellence. A strategy we found News & Commentary: Passenger Transport welcomes particularly effective was to assess four articles, announcements, commentary, and letters to the customer service has always been part of our departments within the organization editor. Submitted photographs become the property of APTA and may be used for other association purposes. culture, there is always room for improvement. that we identified as demonstrating Send submissions to [email protected]. Illustration for the characteristics of high-performance Industry Briefs courtesy of Denver RTD. For us, 5 Star represents a cultural transition— teams. Upon evaluation of these teams, Passenger Transport is a registered trademark of the American Public Transportation Association (APTA). Statements and we were able to create the standards opinions expressed in Passenger Transport are those of the authors a significant change in how we approach customer other teams were to follow. Addition- and do not necessarily reflect those of APTA. Acceptance of advertising, advertorials, and articles does not imply APTA service internally and externally. ally, we were able to develop assess- endorsement of goods, products, or services. ment and training tools. Subscriptions: Individual subscriptions within North America A customer-oriented culture requires first pillar has been on educating and We’ve rolled out 5 Star training in & U.S. possessions, $75 per year; $125 for two years. First-class a complete shift in how our employees inspiring employees to learn from indus- phases and agency-wide. On the opera- subscriptions, $113 per year; $201 for two years. view what it is we do, and how we as an try leaders on how a culture change can tions side, all 2,900 employees have Subscriptions outside North America, $87 per year; Airmail service outside North America, $147 per year. Quantity discounts organization value our employees. 5 Star be a transformative experience. now gone through 5 Star training. It’s available to APTA members, when billed to one address: 11-20 copies $65 each copy is our pathway to excellence every day, Center of Excellence. This piece of the exciting to see how our employees have 21 and above $60 each copy every time, in every interaction with program focuses on talent acquisition, responded to the program. Employees Advertising Sales: The appearance of advertisements and new each other, our riders and community. skill development, behavior change and throughout DART are taking more initia- product or service information in Passenger Transport does not When drafting the 5 Star initia- succession planning. tive on how they can improve upon the constitute an endorsement of such products or services by APTA. Improved Services. The YGS Group tive, we sought out those best practice This pillar con- service they provide not only customers, www.theYGSgroup.com examples like Disney, Starbucks and tains several major initiatives, including but also each other. They’re looking for Tima Good Natalie DeSoto Southwest Airlines—companies we the creation of cross-functional problem- more opportunities to say “yes” to inter- Account Executive Account Executive (717) 430-2282 (717) 580-8184 felt embodied strong values, trust and solving teams, and the development of a nal and external customers. [email protected] [email protected] dependability. Based on our extensive two-year training program for customer Customer experience officers (CEOs) POSTMASTER: Send address changes to: Passenger Transport, research, we felt the best approach experience officers (CEOs) that focuses have been true champions of 5 Star. 1300 I St., NW, Suite 1200 East, Washington, DC 20005. would be to engage employees from on world-class customer service, team Each operations entity has a CEO, and Periodicals Postage paid at Washington, DC and additional mailing offices. the start. We formed a cross-functional building and leadership. their primary goals are to motivate their team of employees who would help us High-Performance Teams and Recogni- peers and find ways to improve internal APTA Officers Valarie J. McCall, Chair develop our vision statement and values, tion. This involves empowering employ- and external customer experiences. Doran J. Barnes, Vice Chair as well as define each star level in 5 Star. ees, establishing new standards for Training is continuous. Annually, Kim R. Green, Secretary-Treasurer Phillip A. Washington, Immediate Past Chair In the minds of our employees, to performance and defining clear metrics nearly 400 employees are engaged deliver 5 Star service means we are treat- for those standards. with 5 Star in some way. Operations Executive Committee Members-at-Large Michael A. Allegra, Utah Transit Authority ing every colleague and customer like a Image and Brand. This final pillar employees have had more exposure to Christopher P. Boylan, General Contractors Association of New York, Inc. VIP. Spectacular service helps ensure our focuses on DART’s image, attitude, facili- the initiative because the program was Nuria I. Fernandez, Santa Clara Valley Transportation brand is top of mind and held in high ties, equipment, technology, communi- first rolled out in our customer facing Authority Nathaniel P. Ford Sr., Jacksonville Transportation regard. cations and actions being aligned with areas. We now are focusing more effort Authority Freddie C. Fuller II, CH2M the primetime criteria for extraordinary on ensuring administrative employees Paul C. Jablonski, San Diego Metropolitan Transit System Setting the Parameters performance. understand how to incorporate 5 Star Jeanne Krieg, Eastern Contra Costa Transit Authority Donna P. McNamee, Laketran 4 Stars is offering top quality service. Every pillar in 5 Star has an element values into their work. Jeffrey A. Nelson, Rock Island County Metropolitan Employees show great attention to that focuses on employee develop- Anytime you try and change the Mass Transit District Keith T. Parker, Metropolitan Atlanta Rapid Transit detail, establishing personal and empa- ment because we recognize that when culture of an organization, you have to Authority Michael A. Sanders, Connecticut DOT thetic connections to internal and exter- employees feel engaged and valued, it approach it realistically and understand Patrick J. Scully, Motor Coach Industries nal customers. Employees helped define builds loyalty and a stronger desire to that it is a five- to 10-year endeavor. At Carl G. Sedoryk, Monterey-Salinas Transit Charles R. Wochele, TransitConsult LLC 3 Stars as above average service and work harder and smarter for DART and just three years in, we are pleased with Executive Committee Liaisons 2 Stars as routine. our customers. what we’re seeing. Our latest annual cus- Greg Percy, Metrolinx A level we never want to be at is Other elements that have been tomer survey showed a 3 percent to 4 per- Acting President & CEO 1 Star. When we asked our employees highly effective are customer service cent increase in satisfaction compared Richard A. White what 1 Star means to them, they said events. Representatives from bus, rail, with last year. We’ve also seen improve- Petra Mollet, Chief of Staff “embarrassing.” A 1 Star means the cus- planning, police, marketing and safety ment in our key performance indicators. Pamela L. Boswell, Vice President, Workforce Development and Educational Services tomer service we provide is erratic and go out in the field and interact with cus- Today’s customers are concerned Mary Childress, Vice President, Finance undependable, and our employees lack tomers. To date, they’ve made contact with having mobility choices and con- Arthur Guzzetti, Vice President, Policy Robert Healy, Vice President, Government Affairs knowledge and initiative. with more than 10,000 customers and venient transportation. Those are the James LaRusch, Chief Counsel and Vice President, Corporate Affairs Our program is supported by five have gained valuable feedback. DART’s
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