Ferry Passenger Survey Kevyn Wicks/ Steve King, Future Thinking Caledonian MacBrayne Ferry Passenger Monitor
Keith Bailey Senior Insight Advisor Transport Focus The independent transport user watchdog t 0300 123 0822 e [email protected]
1 Introduction
• This presentation examines key findings from the first Customer Satisfaction Survey which took place during May 2015
• Fieldwork took place 11th – 24th May 2015. 31 shifts were undertaken covering 13 different ferry crossings. Future Thinking has been responsible for all fieldwork, data processing and reporting
• A total of 1,443 questionnaires were completed in total. For longer crossings (20 minutes+) questionnaires were handed out and collected by field agents on-board ferries. For short crossings of 5 minutes, questionnaires were handed out by agents at the ports with pre-paid return envelopes enabling them to complete and return later on
• Data has been weighted to match the passenger loading profiles for May according to each route
• This presentation draws some key findings from the data and should act as a starting point for further investigations
• There is a lot of data to use! This presentation is not the end of the process. Other data inquiries are welcome after today’s meeting
2 ‘Overall satisfaction with journey’ % Don’t % Top 2 know/ no Excluding Don’t know/ no answer box answer
Total (1367) 7 35 55 90 4
Non-Islander (not local) (226) 2 2 38 57 95 5
Tourist (from UK) (410) 3 29 66 95 6
Local Resident (Non-Islander e.g. mainland/ peninsular) (255) 6 39 53 92 2
Tourist (from outside UK) (113) 6 4 49 40 89 7
Local Island resident (345) 2 15 33 48 81 4
Very dissatisfed Fairly dissatisfied Neither satisfied nor dissatisfied Fairly satisfied Very satisfied
• Overall journey satisfaction is positive with non-Islander residents and UK tourists • Local Island residents slightly less inclined to rate as positively • Some negativity (7% very/ fairly dissatisfied) is noted among tourists from overseas
3 ‘Overall satisfaction with journey’ (II)
Excluding Don’t know/ no answer
80% 84% 97% 96% 95% 96% 100% 90%
• Overall satisfaction is positive on a mix of longer/ shorter sailings • Overall satisfaction levels on Rhubodach – Colintraive are lower • The busy Wemyss Bay – Rothesay crossing also has notably lower satisfaction levels
4 ‘Overall satisfaction with journey’ (III)
Excluding Don’t know/ no answer
93% 91% 92% 92% 87%
• Very positive performances in general • Fionnphort – Iona passengers slightly less inclined to rate as highly as elsewhere
5 ‘CalMac understands its role as a ‘Lifeline’ to island communities’ (I)
% Don’t Excluding Don’t know/ no answer % Top 2 know/ no box answer
Total (1082) 9 8 13 28 43 71 25
Tourist (from UK) (272) 15 26 58 84 38
Non-Islander (not local) (175) 3 4 11 28 54 82 25
Local Resident (Non- Islander e.g. mainland/ 8 5 8 34 45 79 18 peninsular) (223)
Tourist (from outside UK) (47) 3 25 23 50 73 63
Local Island resident (342) 18 17 15 26 24 50 7
Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly
6 ‘CalMac understands its role as a ‘Lifeline’ to island communities’ (II) % Don’t % Top 2 know/ no Excluding Don’t know/ no answer box answer Total (1082) 9 8 13 28 43 71 25 Claonaig - Lochranza (54) 11 35 54 89 32 Tayinloan - Gigha (61) 2 15 26 57 83 25 Fionnphort - Iona (15) 20 33 47 80 35 Oban - Craignure (153) 8 7 7 25 54 79 36 Tarbert - Portavadie (51) 2 6 16 22 55 77 23 Largs - Cumbrae Slip (40) 10 3 13 35 40 75 22 Kennacraig - Port Askaig/ Ellen (96) 7 9 8 26 49 75 30 Oban - Coll/ Tiree (138) 4 6 15 26 49 75 18 Ardrossan - Brodick (184) 6 8 12 32 42 74 19 Oban - Lismore (34) 3 12 12 32 41 73 28 Fishnish - Lochaline (50) 6 6 20 22 46 68 39 Wemyss Bay - Rothesay (175) 16 13 14 26 31 57 16 Rhubodach - Colintraive (31) 16 16 19 10 39 49 14
Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly
7 ‘I believe CalMac acts in the best interests of island communities’ (I) % Don’t % Top 2 know/ no Excluding Don’t know/ no answer box answer
Total (1066) 12 10 17 27 33 60 26
Tourist (from UK) (262) 3 20 29 48 77 41
Non-Islander (not local) (167) 5 8 13 30 44 74 27
Local Resident (Non- Islander e.g. mainland/ 12 10 15 31 32 63 18 peninsular) (227)
Tourist (from outside UK) (46) 3 6 30 16 45 61 64
Local Island resident (343) 22 18 18 24 19 43 6
Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly
8 ‘I believe CalMac acts in the best interests of island communities’ (II) % Don’t % Top 2 know/ no Excluding Don’t know/ no answer box answer Total (1066) 12 10 17 27 33 60 26 Claonaig - Lochranza (54) 4 13 33 50 83 31 Tayinloan - Gigha (61) 2 20 26 52 78 25 Oban - Craignure (152) 10 8 9 27 46 73 35 Tarbert - Portavadie (54) 4 9 17 26 44 70 19 Largs - Cumbrae Slip (38) 13 8 13 32 34 66 25 Fionnphort - Iona (14)# 36 36 29 65 39 Fishnish - Lochaline (51) 6 10 22 18 45 63 38 Kennacraig - Port Askaig/ Ellen (92) 8 10 21 24 38 62 33 Oban - Coll/ Tiree (134) 6 13 20 24 37 61 20 Ardrossan - Brodick (179) 9 13 17 29 31 60 21 Oban - Lismore (32) 13 13 22 16 38 54 32 Wemyss Bay - Rothesay (173) 18 14 19 23 25 48 16 Rhubodach - Colintraive (32) 25 16 19 25 16 41 12
Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly
# Caution: Low base size
9 % Don’t ‘Value for money’ % Top 2 know/ no Excluding Don’t know/ no answer box answer Total (1328) 12 10 12 28 38 66 8
Tayinloan - Gigha (77) 3 9 35 53 88 5
Claonaig - Lochranza (75) 3 9 39 48 87 6
Ardrossan - Brodick (208) 4 10 35 50 85 9
Fionnphort - Iona (22)# 5 14 45 36 81 4
Kennacraig - Port Askaig/ Ellen (127) 5 5 11 34 46 80 7
Oban - Coll/ Tiree (162) 3 7 17 35 38 73 3
Oban - Craignure (211) 4 8 16 28 44 72 10
Tarbert - Portavadie (61) 5 16 13 28 38 66 8
Fishnish - Lochaline (71) 10 13 11 32 34 66 13
Oban - Lismore (42) 7 10 19 26 38 64 10 Largs - Cumbrae Slip (49) 22 12 10 20 35 55 4
Wemyss Bay - Rothesay (187) 20 16 14 24 26 50 10
Rhubodach - Colintraive (36) 39 31 14 6 11 17 -
Very dissatisfed Fairly dissatisfied Neither satisfied nor dissatisfied Fairly satisfied Very satisfied
• Value for money is clearly more of an issue on three routes in particular
# Caution: Low base size 10 ‘Value for money’
Route with RET Crossing time Single Return Car Car Route without RET ‘VFM’ (Minutes) (foot) (foot) (single) (return) Tayinloan – Gigha 88% 20 £2.50 £5.00 £7.35 £14.70
Claonaig – Lochranza 87% 30 £2.80 £5.60 £9.40 £18.80
Ardrossan – Brodick 85% 55 £3.75 £7.50 £15.10 £30.20
Fionnphort – Iona 81% 10 £5.20
Kennacraig – Port Askaig/ Port Ellen 80% 145 £6.50 £13 £32.50 £65
Oban – Coll/ Tiree 73% 260 + 55 £10.30 £20.60 £56 £112
Oban – Craignure 72% 45 £5.65 £9.45* £51 £69*
Portavadie – Tarbert 66% 25 £4.40 £7.35* £19.30 £33.50*
Oban – Lismore 64% 55 £4.10 £6.70* £33 £56*
Lochaline – Fishnish 66% 20 £3.35 £5.75* £14.70 £24.90*
Largs – Cumbrae Slip 55% 10 £5.65 £20.55
Wemyss Bay – Rothesay 50% 35 £5.15 £8.75* £20.15 £35*
Colintraive – Rhubodach 17% 5 £1.65 £2.90 £10.05 £17.25
RET – ‘Road Equivalent Tariff’ is a distance based fares structure, which underpins the Scottish *5 day saver return Government's commitment to providing one single overarching fares policy across Scotland's entire ferry network. The RET formula for calculating fares is a combination of a fixed element (to ensure services remain sustainable and to cover fixed costs such as maintaining harbour infrastructure and vessels) and a rate per mile (calculated by analysts using contemporary independent research by RAC). 11 ‘Value for money’ – car users % Don’t % Top 2 know/ no Excluding Don’t know/ no answer box answer Ardrossan - Brodick (83) 4 6 46 45 91 3
Claonaig - Lochranza (43) 2 7 21 70 91 4
Tayinloan - Gigha (33) 6 12 39 42 81 3
Kennacraig - Port Askaig/ Ellen (70) 3 6 13 40 39 79 5
Fishnish - Lochaline (52) 12 12 10 35 33 68 10
Oban - Craignure (60) 8 25 35 32 67 8
Oban - Coll/ Tiree (80) 5 12 17 32 32 64 2
Tarbert - Portavadie (33) 6 18 15 24 36 60 9
Wemyss Bay - Rothesay (64) 17 20 16 20 27 47 4
Largs - Cumbrae Slip (13)# 46 15 23 15 38 -
Rhubodach - Colintraive (22)# 36 32 14 9 9 18 -
Very dissatisfed Fairly dissatisfied Neither satisfied nor dissatisfied Fairly satisfied Very satisfied
# Caution: Low base size Chart excludes Fionnphort – Iona & Oban – Lismore because of very low base sizes
12 ‘Whether experienced a delay’ % Don’t know/ no answer Total CalMac (1443) 12 83 5 Claonaig - Lochranza (79) 5 92 1
Largs - Cumbrae Slip (51) 2 92 6
Tayinloan - Gigha (81) 91 7
Fionnphort - Iona (23)# 9 91 - Kennacraig - Port Askaig/ Ellen (137) 5 89 6 Fishnish - Lochaline (82) 4 87 10
Tarbert - Portavadie (67) 10 85 4
Wemyss Bay - Rothesay (207) 12 84 5
Ardrossan - Brodick (229) 4 9 81 6
Oban - Lismore (47) 2 11 68 19
Oban - Coll/ Tiree (168) 2 26 66 6
Oban - Craignure (236) 33 63 5
Yes: serious delay Yes: minor delay No delay
# Caution: Low base size
13 ‘How well CalMac communicated with you…’ ‘About the fact services were going to be delayed’ % Don’t % Top 2 know/ no Excluding Don’t know/ no answer box answer Total (182) 12 15 22 26 25 51 16
Oban - Coll/ Tiree (42) 10 5 19 33 33 66 10
Oban - Craignure (69) 9 14 13 33 30 63 11
Ardrossan - Brodick (26)# 12 19 19 27 23 50 16
Wemyss Bay - Rothesay (18)# 11 22 33 22 11 33 25
‘During the delay itself’ Excluding Don’t know/ no answer Total (158) 12 18 34 18 19 37 28
Oban - Coll/ Tiree (39) 10 8 26 31 26 57 17
Oban - Craignure (57) 14 14 28 21 23 44 26
Ardrossan - Brodick (23)# 13 13 39 13 22 35 26
Wemyss Bay - Rothesay (16)# 12 25 31 25 6 31 33
Neither good Very poor Fairly poor Fairly good nor poor Very good # Caution: Low base size
14 Rating of the facilities at the port/ slipway
% Don’t know/ no facility/ no % Top 2 answer Excluding Don’t know/ no answer box
'Overall satisfaction with the port/ 9 slipway' (1313) 2 2 13 38 45 83
Very dissatisfied Fairly dissatisfied Neither/ nor Fairly satisfied Very satisfied
'Attitude/ helpfulness of staff' (1202) 8 26 63 89 15
'Availability of staff if you have queries/ questions' (1166) 3 2 8 33 54 87 18
'Provision of information about ferry arrivals/ departures' (1231) 2 2 9 35 52 87 15
'Cleanliness of the port/ slipway facility' (1275) 2 2 13 39 44 83 11
'Upkeep/ repair of the port/ slipway facility' (1267) 2 3 16 39 40 79 11
'Provision of suitable waiting facilities' (1170) 6 5 14 34 41 75 19
'Toilet facilities' (1051) 6 5 17 36 36 72 28 'Provision of facilities for disabled people/ those with individual needs' 11 7 17 27 38 65 51 (687) 'Catering/ refreshment facilities' (857) 14 8 19 27 32 59 44
'Entertainment facilities' (670) 19 12 27 20 23 43 56
Very poor Fairly poor Neither good nor poor Fairly good Very good
15 ‘Overall satisfaction with port/ slipway’ by port/
slipway boarded % Top 2 box Excluding Don’t know/ no answer Gigha (13)# 23 77 100 Tarbert (26)# 4 4 32 61 93 Tayinloan (56) 7 34 59 93 Coll (16)# 6 31 62 93 Portavadie (35) 9 23 69 92 Largs (37) 8 49 43 92 Kennacraig (85) 8 30 62 92 Ardrossan (99) 11 43 47 90 Claonaig (30) 10 50 40 90 Tiree (64) 6 3 34 56 90 Brodick (117) 12 36 51 87 Lochranza (33) 3 9 39 48 87 Oban (200) 4 2 8 33 54 87 Lochaline (46) 13 30 57 87 Fishnish (29)# 14 21 66 87 Craignure (105) 3 12 33 52 85 Rothesay (88) 16 49 34 83 Lismore (17)# 6 12 41 41 82 Port Ellen (15)# 7 13 53 27 80 Port Askaig (27)# 4 4 19 37 37 74 Cumbrae Slip (13)# 4 8 16 32 40 72 Iona (8)# 14 14 55 17 72 Wemyss Bay (92) 5 5 18 39 32 71 Colintraive (23)# 4 27 20 49 69 Rhubodach (9)# 37 25 38 63 Fionnphort (11)# 9 36 27 27 54 Very dissatisfed Fairly dissatisfied Neither satisfied nor dissatisfied Fairly satisfied Very satisfied
# Caution: Low base size 16 ‘Embarking on to the ferry as a driver’
Excluding Don’t know/ no answer % Top 2 % Don’t know/ box no answer
'Signage at the port indicating 4 7 35 54 where to queue/ wait' (538) 89 5
'Signage showing where to 5 8 30 56 drive on to the ferry itself' (519) 86 9
'An efficient boarding 22 5 27 64 procedure' (530) 91 7
'Clear directions on the ferry itself as to where to go/ stop 2 6 30 61 91 7 once on-board' (528)
Very poor Fairly poor Neither/ nor Fairly good Very good
17 Disembarkation
Top 2 box scores shown. Ardrossan Wemyss Bay – Kennacraig – Port Oban – Oban – Figures exclude don’t know/ no Total – Brodick Rothesay Askaig/ Port Ellen Craignure Coll/ Tiree answer % % % % % % The speed of the disembarkation 95 100 87 86 90 100 process
Helpfulness of staff to direct you off 95 96 87 90 95 96 of the ferry
Conduct of the staff to enable you to 94 96 87 90 90 96 disembark the ferry The signs having disembarked the ferry that helped you to find your way 90 92 86 75 78 100 out of the port
(Driver of vehicle who made an outward journey) (165) (30) (23) (22) (20) (25)
• Base sizes are too small to analyse by port/ slipway disembarked
• There is little negativity surrounding the disembarkation procedures on the services shown
• Although sample sizes are small, there is some evidence suggesting signs helping drivers navigate their way from the port on Kennacraig – Port Askaig/ Port Ellen & Oban – Craignure routes
The methodology of handing out/ collecting questionnaires on-board the ferry and asking participants to rate the journey/ crossing they are currently undertaking means the disembarkation process cannot be rated. The questionnaire asks any vehicle drivers who were making a return journey to write in the port/ slipway at which they disembarked on their outward journey and rate the disembarkation process at that port/ slipway. 18 Rating of the ferry (I)
% Don’t know/ % Top 2 no facility/ no Excluding Don’t know/ no answer box answer
'Overall satisfaction with ferry' (1365) 8 37 54 91 4
Very dissatisfied Fairly dissatisfied Neither/ nor Fairly satisfied Very satisfied
'The attitude/ helpfulness of staff' (1341) 5 32 60 92 8 'Sufficient seating for those who want it' (1281) 2 6 32 59 91 11 'The availability of on-board staff for queries/ questions' 3 8 36 52 88 17 (1208) 'Cleanliness of the ferry' (1337) 2 9 37 51 88 7
'Safety aboard the ferry' (1285) 3 8 35 53 88 11
'Availability of refreshments' (1063) 5 8 32 53 85 34 'Upkeep/ repair of the ferry' (1295) 3 12 40 44 84 10
'Cleanliness of toilets' (1082) 3 11 35 49 84 29
'The comfort of the indoor seating area' (1239) 3 14 43 39 82 15
Very poor Fairly poor Neither good nor poor Fairly good Very good
19 Rating of the ferry (II)
% Don’t know/ % Top 2 no facility/ no Excluding Don’t know/ no answer box answer
'Space on the car deck for motor vehicles' (996) 3 3 11 39 43 82 34
'Information provided about 18 arrival/ departure times' (1216) 3 3 14 35 45 80
'Space on board for bicycles' (594) 2 16 43 37 80 57
'Personal security aboard the 79 23 ferry' (1124) 20 36 43
'Quality of the food and drink available' (940) 6 4 15 38 38 76 42
'Facilities for any pets you were travelling with' (574) 2 6 21 35 36 71 62
'Provision of facilities for disabled people/ those with 5 8 18 34 35 69 53 individual needs' (649)
'Storage facilities on-board for luggage etc.' (773) 5 5 22 40 29 69 46
'The entertainment facilities on- board' (708) 10 10 30 24 25 49 56
Very poor Fairly poor Neither good nor poor Fairly good Very good
20 Satisfaction with the service factors
% Top 2 % Don’t know/ Excluding Don’t know/ no answer box no answer
'The frequency of the sailings on this route' 2 5 7 37 49 86 7 (1339)
'Punctuality/ reliability of 2 4 9 30 55 85 7 the ferry' (1346)
'The length of time the sailing is scheduled to 2 7 29 62 91 6 take' (1350)
'Connections with other 4 8 13 30 45 75 34 transport services' (897)
Very dissatisfied Fairly dissatisfied Neither/ nor Fairly satisfied Very satisfied
21 Agreement with statements regarding ‘CalMac’s contribution to local communities’
% Top 2 % Don’t know/ Excluding Don’t know/ no answer box no answer
'CalMac contributes to the West Coast economy through 2 2 9 39 48 87 23 employment' (1087)
'CalMac contributes to the West Coast economy by using 3 4 20 38 35 73 44 local suppliers/ produce' (849)
'CalMac contributes to the West Coast economy by 58 46 supporting community events' 9 8 26 27 31 (795)
'CalMac contributes to the West Coast economy by facilitating the transportation 3 2 14 34 47 81 38 of livestock/ perishable goods etc.' (939)
Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly
• Opportunities for closer relations with local communities. Disagreement regarding CalMac’s support of community events is higher on Isle of Bute routes (19% Wemyss Bay – Rothesay and 43% Rhubodach – Colintraive)
22 ‘Trust in CalMac’ (I)
% Don’t know/ no answer Total (1443) 6 37 52 6
Tourist (from UK) (433) 25 64 10
Tourist (from outside UK) (122) 4 26 61 10
Non-Islander (not local) 6 (236) 6 32 56
Local Resident (Non- Islander e.g. mainland/ 6 41 52 2 peninsular) (267)
Local Island resident (363) 11 52 33 3
Bottom 2 (6 - 7) Mid 3 (3 - 5) Top 2 (1 - 2)
Scale is 1 – 7 where 1 is ‘Trust them a great deal’ and 7 is ‘Do not trust them at all’
23 ‘Trust in CalMac’ (II) % Don’t know/ no answer
Total (1443) 6 37 52 6 Tayinloan - Gigha (81) 17 73 10 Claonaig - Lochranza (79) 3 25 69 4 Fionnphort - Iona (23) 26 65 9 Tarbert - Portavadie (67) 25 62 10 Kennacraig - Port Askaig/ Ellen (137) 2 33 59 7 Oban - Craignure (236) 6 35 58 3 Oban - Coll/ Tiree (168) 6 32 57 7 Fishnish - Lochaline (82) 2 27 54 17 Oban - Lismore (47) 4 32 53 11 Ardrossan - Brodick (229) 6 36 51 6 Largs - Cumbrae Slip (51) 4 46 47 4 Wemyss Bay - Rothesay (207) 9 44 42 5 Rhubodach - Colintraive (36) 17 45 34 6
Bottom 2 (6 - 7) Mid 3 (3 - 5) Top 2 (1 - 2)
Scale is 1 – 7 where 1 is ‘Trust them a great deal’ and 7 is ‘Do not trust them at all’
24 ‘Trust’ compared with NRPS ScotRail
% Don’t know/ no answer
Total CalMac 6 37 52 6
ScotRail 3 51 43 4
Merseyrail 2 44 52 2
Bottom 2 (6 - 7) Mid 3 (3 - 5) Top 2 (1 - 2)
Scale is 1 – 7 where 1 is ‘Trust them a great deal’ and 7 is ‘Do not trust them at all’
• CalMac compares favourably to ScotRail in levels of ‘trust’
• The levels of ‘trust’ attributed to CalMac is more aligned with the top performer on the entire UK rail network (Merseyrail)
ScotRail & Merseyrail data taken from the Passenger Focus ‘Passengers’ relationship with the rail industry’ report, August 2014
25 Transport Focus projects in Scotland – contextual comparisons
Overall Satisfaction Punctuality/ reliability Value for money
CalMac (May 2015) 90% 85% 66%
ScotRail (NRPS Spring 2015) 87% 84% 60%
Scottish Buses (BPS Autumn 2014) 92% 86% 71%
Edinburgh Tram (TPS Autumn 2014) 95% 94% 83%
26 Wemyss Bay – Rothesay (Base: 207)
% % Frequency of use vs. % % % % 38 20 cost is likely to be a key 68 20 32 51 using 1-3 times use 2-3 times factor reducing levels of purchased a had a multi- people take a are foot a week or more per month return ticket for journey/ period car onto the passengers belief that CalMac is their journey pass for the ferry acting in the best route interests of the island. Higher frequencies of Is there scope for a Advance ticket purchase using the service could Will RET introduction be range of tickets more is low, 62% of travellers explain the value for sufficient to improve aligned to travel on this route purchased money scores confidence? patterns? tickets on the day of departure at the port Proximity of the There is generally low 46% Rhubodach Colintraive 52% of Local Island levels of negativity of those route could exacerbate Residents were regarding the service travelling this negativity surrounding dissatisfied with provided by CalMac. route were value for money perceptions of value for Anecdotal concerns local island money residents revolve around Bute’s economy; can CalMac 37% of car users support local initiatives/ were dissatisfied with support more tourism? The highest of the survey value for money
35 minute crossing Route without RET
27 Rhubodach – Colintraive (Base: 36)
‘The highest price for % % % % Directions for vehicle length of crossing in 38 75 64 58 drivers boarding at Europe’ was a frequent use 1-3 were using a purchased purchased Rhubodach are not rated tickets on the return tickets comment during the times/ week car or smaller as highly as Colintraive. or more commercial day aboard scoping pilot in March. vehicle the ferry/ at Of all those using this This is the overriding Expensive to make the slipway route, a third (33%) rated finding of this particular from CalMac regular journeys personnel waiting facilities crossing and drives negatively perceptions of CalMac here
An efficient boarding % % % procedure (82% of vehicle 81 82 75 drivers agreeing) and a Positive ratings Rated Positively rated the short crossing means for attitude of positively for staff at the staff attitude on ‘upkeep/ repair of the limited time for interaction with staff, which could port. Fairly low the ferry. 6% ferry (lower than most compared to explain slightly lower (but rated very other routes). A likely other ports but dissatisfied. still reasonable) ratings potentially a Likely a result result of a fast crossing compared with elsewhere undertaken without further result of of very short a 5 minute crossing leaving a car for most crossing
5 minute crossing Route without RET
28 Largs – Cumbrae Slip (Base: 51)
Lower car usage but 63% 86% negative value for money % Could the cost of a perceptions are evident: Were foot Purchased a passengers return ticket 25 return with a car be on day of prohibitive, causing travel customers to seek % 55 alternative methods of Satisfaction ‘value for money’ Is the cost of a return transport having had to still perceived as too Were using a car cross as a foot much for the frequency passenger? of using? (£20.55 return).
% A crossing time of just % 94 10 minutes still gives 94 Frequency of sailings were ferry staff the Satisfaction with the ferry overall positively rated opportunity to attract a (76% rated as very good )
% 100% of those answering 91 The higher volume of expressed satisfaction that positive helpfulness/ foot passengers found their preferred sailing was attitude rating among plenty of seating available for booking those answering availability should it have been required
10 minute crossing Route without RET
29 Ardrossan – Brodick (Base: 229)
Higher demand for spaces The route carries the Of participants % is leading to lower second highest classified 75 satisfaction among proportion of Island % themselves as passengers overall with the ‘Island Positive ratings for the residents of any of the 40 ability to book preferred Residents’ frequency of sailings is lower routes covered than other routes sailings: CalMac must ensure Second lowest of any route for their needs are met by % % punctuality/ reliability: the number of sailings A busy route according 70 18 and ensuring space is to CalMac passenger 79% positive Satisfied Dissatisfied available to them during loading figures 13% negative peak tourist seasons Car drivers find The ports/ slipways used % % % this route the most 95 for this route are the 90 94 difficult to book a space Rated port/ slipway staff best rated for their on-board their preferred positively for their helpfulness/ Satisfied with Satisfied with waiting facilities: sailing: attitude the ferry itself availability of refreshments The ports/ slipways used on-board % % for this route are the best % 67 22 rated for their waiting 22% 54 Satisfied Dissatisfied facilities Dissatisfied with entertainment Rated them as ‘very good’ facilities on ferry
55 minute crossing Route with RET
30 Claonaig – Lochranza (Base: 79)
% % High levels of Single leg 47 24 % % Multi-Leg tickets % % Buying tickets Buying at the 54 8 (hopscotch) 57 28 on the ferry port Making Only making a Travelling with Bicycle users itself Overall total = another ferry return trip on % % cars Overall total = 47% journey on a the same route 34 32 86% of these bicycle users are 10% different route going on to use other ferry Only 29% were on return This is reflected in two- routes. This does appear to put tickets compared to 76% thirds buying a ticket on some pressure on space for of passengers as a bicycles with only 17% of those the day of travel whole. rating saying this is very good and 15% saying it is poor.
Overall facilities at the There is some negativity Didn’t know about port/ slipway receive with regards to being availability of staff at the % % some negativity – able to book space/ port where they 88 83 particularly availability purchase tickets for boarded/ there weren’t of toilets preferred sailings. any available
Overall Value for % % % satisfaction money 1in5 17 with journey 24 23 Rated toilets as poor Rated as poor Rated as very Dissatisfied poor
30 minute crossing Route with RET
31 Portavadie – Tarbert (Base: 67)
% % % % 67 77 However, value for 79 97 Very satisfied Very satisfied money does fall into the passengers purchasing tickets Positive overall satisfaction overall with the overall with lower half of routes with on the ferry port where they the ferry itself only: boarded 40% 37% Buying a single buying a return Overall very strong The highest top box % ticket ticket satisfaction scores scores on these crucial 59 overall factors across Satisfied any route Most individual scores reflect It is important to note the strong performance of this the staff at ports here rd % route with little negativity were very well rated 1/3 82 observed. However, Were negative towards the Rating staff attitude and The highest top box % catering and refreshment helpfulness as very good on 16 score on any of the facilities on ports/ ferry routes for staff attitude: slipways % % Did rate availability of staff at Availability & quality of 83 80 port/ slipway as poor (only % refreshments and on-board Rating ferry Rating ferry Fionnphort – Iona receiving a 78 entertainment are the only cleanliness as upkeep/ repair very good as very good lower score). Rating staff attitude ‘very good’ areas of any concern on the ferry itself.
25 minute crossing Route without RET
32 Tayinloan – Gigha (Base: 81)
70% 89% % % % Purchasing tickets Buying a return 82 42 42 on the ferry ticket Rated the ability to book space/ Car Foot % % travel on their preferred sailing passengers passengers 63 49 as very good Are tourists Are on a day trip % % 51% 22% 72 100 Use once every were using for Rated frequency of sailings as Satisfaction with punctuality/ few months or the first time very good - likely to help here reliability less % 84 Overall the route has the The only minor levels of Ratings were positive for value highest overall dissatisfaction are for money satisfaction rating and is toilets on ports/ in the top three routes in slipways and The route achieves terms of the overall port/ refreshments slipway and overall ferry (availability and quality) the highest value for ratings. on board the ferry. money rating
20 minute crossing Route with RET
33 Kennacraig – Port Askaig/ Port Ellen (Base: 137)
43% 18% % Overall satisfaction and Purchasing Buying tickets 32 % % also satisfaction with online from the from a call Buy their ticket at least a month 83 84 CalMac website centre or more in advance the port/ slipway and % Buying from the Travel on the Are travelling ferry is high with little 20 port of departure route once on a return negativity. It is also the % % every few ticket (although 5th best performing 95 18 months or less they are not route in terms of value Are positive Had difficulties often returning on about the booking the same day) for money. booking process 45% 23% Given the length of the % % journey it is 29 30 Classify Are travelling themselves as for business encouraging to see Rated Rated catering tourists purposes positive ratings for the entertainment facilities at the % % on-board facilities, facilities at the port as poor catering is notable for port as poor 12 54 Passengers Are travelling achieving the highest travelling with a with a car ratings in terms of motorhome availability and quality across any of the routes
145 minute crossing Route with RET
34 Oban – Craignure (Base: 236)
% % 55 % % 78 % % Were tourists 53 28 Satisfaction with punctuality/ 78 28 reliability. Lowest of all routes Were Were travelling Were on Were making travelling on by car return tickets both legs of foot their return journey on the 8% were travelling on a day of the coach with more than 30 interview seats. There is fairly infrequent Other than potential usage levels % % reliability issues and 82 87 service wide issues of Are satisfied Are satisfied entertainment at % with their with the port/ slipways/ ports and on- 74 journey overall slipway board, there is no other using every few months negativity noted towards or less often. any individual aspects of % Are satisfied the service. 90 with the ferry
45 minute crossing Route without RET
35 Lochaline – Fishnish (Base: 82)
Travelling onwards % % Day return using another rd journey 57 28 % % ferry route 71 5 2/3 Bought a Bought a return ticket single ticket Were travelling Are foot Passengers are tourists by car passengers % % With almost a quarter 57 17 The majority (57%) (24% - the highest on Bought tickets At the port of buying their ticket on the any route) being tourists on the ferry on departure on Only ferry journey ferry itself (from outside the UK) the day of the day of that day travel travel Overall impression of % % The ferry itself receives value for money are low 93 87 % % amongst the highest ‘top- 14 15 box’ ratings on any route on this route (57% Positive overall Positive port/ Rating the Rated toilet positive) - it is the only journey satisfaction slipway for most factors (although availability of facilities at the usage of some e.g. seating route in the bottom five staff at the port/ port as poor is low). Due to the short for VFM that has more slipway poorly % journey time and small tourists – the other four 95 However catering/ refreshment sample size the availability cater mainly for local facilities at the port received of catering score is pulled residents. Positive overall ferry the highest very good (top box satisfaction down by a few passengers = 53%) rating of any of the looking for this routes.
20 minute crossing Route without RET
36 Fionnphort – Iona (Base: 23#)
min % % 10 87 65 % % Crossing time Passengers are tourists 10 43 are tourists from the UK % % 54 28 Are travelling Claimed to % on a Multi-leg have travelled 74 (Hopscotch) on a ferry Travelling on foot Are travelling Are travelling ticket today prior to on a return on a single leg this one ticket tickets
There is no negativity over Whilst the base size is low, booking spaces on there are concerns over services (even amongst waiting facilities and the few car users who availability of staff at need to apply for a permit ports/ slipways, and the in advance). availability of staff on- board the ferry. Overall the route achieves the fourth highest score for Value for Money
#N.B. the research only achieved 23 respondents on this route 10 minute crossing Route without RET 37 Oban – Lismore (Base: 47)
The route carries the % Value for 57% 21% second highest money positive % proportion of Island 46 rating 57 Buy their Buy at the port tickets on the on the day of residents of any of the Use the service at least once a week. As seen on the other ferry departure routes covered services used predominantly by local 68% 19% residents (and with higher % % Are travelling Are on a multi- in than average usage 43 21 1 5 on a return journey/ frequencies) the Value for journey period pass Residents Local Non-Island Being daily or infrequent Money score is worse than commuters residents on some other routes Highest level of % % % dissatisfaction with % % 18 22 16 punctuality/ reliability: 27 62 Raised concerns about over the Rated the Of those rating Did not feel Were upkeep/ repair of port/ slipway availability of were negative there were concerned refreshments/ towards the suitable over toilet catering on- quality of waiting facilities % board as poor refreshments facilities at the 53% 14 Were negative port towards on- Said catering facilities at port Dissatisfied % board were poor 59 entertainment
55 minute crossing Route without RET
38 Oban – Coll/ Tiree (Base: 168) 69% 54% 31% 26% 91% Buying tickets Bought tickets % Using once Are travelling from the CalMac from the port on 73 Of passengers were satisfied every few to/ from a website the day of with their journey overall months or less holiday/ short % departure% often break 13 29 The route has the lowest % % The route has the lowest From the port Bought their overall satisfaction in 90 89 frequency of use by before the day ticket at least a terms of the frequency Are satisfied Being satisfied they were month in of sailings overall with the with the ferry individual passengers of travelling advance of port/ slipway any of those covered travelling Were positive There may be some about the % % capacity issues 68 84 % availability of refreshments The route Rating for toilet 94 on ferry receives the facilities at port highest very Reflecting Rated the % good (top box) overall Rated very quality as 14 rating for findings the good for good or very availability of only sizeable refreshments: good: Rated the space on staff at the port/ negativity was towards ferry board deck for motor slipway entertainment % % vehicles as poor facilities (14%) 64 87
260/ 55 minute crossing Route with RET
39 Key Driver Analysis (Total) Indexed list of factors driving Overall Journey Satisfaction:
How would you rate this ferry in terms of: The attitude/ helpfulness of staff 100 Punctuality/ reliability of the ferry (i.e. the ferry arriving/ departing on time) 78 How would you rate this ferry in terms of: The comfort of the indoor seating area 57 Provision of information about ferry arrivals/ departures (at port/ slipway) 56
The frequency of the sailings on this route 54
Indexed on ‘The attitude/ The value for money of the price of your ticket 52 helpfulness of staff’. Top 11 How would you rate this ferry in terms of: Sufficient measures of total index shown seating for those who want it 51 CalMac understands its role as a 'lifeline' to island communities 49 Clear directions on the ferry itself as to where to go/ stop once on-board (vehicle drivers) 47 CalMac contributes to the West Coast economy by using local suppliers/ produce 43
The length of time the sailing is scheduled to take 41
• Key Driver Analysis (a statistical regression analysis technique) was deployed to uncover the key measures driving ‘Overall Journey Satisfaction’
• The attitude/ helpfulness of staff on ferries and the punctuality/ reliability of the service are key elements driving positive satisfaction ratings
40 Customers with physical or mental impairments overall said that they were affected by physical or mental 15% health conditions
of this group said that their condition had an adverse effect on 33% their ability to make journeys by ferry a little/ a lot When asked about the ‘provision of facilities at ports/ slipways for disabled people/ people with individual needs’ 26% of those with any disability were dissatisfied (mainly driven by those with mobility impairments 24% dissatisfied) Although sample sizes were small, satisfaction levels are high among passengers with other non-mobility related impairments regarding facilities at the ports/ slipways and how they are equipped to help A similar proportion (24%) of those with mobility issues also rated the ferry itself poorly overall for the ‘provision of facilities on the ferry for disabled people/ people with individual needs’ 5 people with vision impairments rated the facilities on-board the ferry as ‘very poor’ and a further 5 people with dexterity related impairments also rated the facilities ‘very poor’
Impairments listed in questionnaire: 1. Vision (e.g. blindness or partial sight) 2. Hearing (e.g. deafness or partial hearing) 3. Mobility (e.g. only able to walk short distances or difficulty climbing stairs) 4. Dexterity (e.g. difficulty lifting or carrying objects or using a keyboard) 5. Learning or understanding or concentrating 6. Memory 7. Mental health 8. Stamina or breathing fatigue 9. Socially or behaviourally (for example associated with autism, attention deficit disorder or Asperger’s syndrome)
41 ‘If something could have been improved, what would it have been?’ (I)
Spontaneous responses to ‘free-text’ question
17% Cheaper fares 10% Catering availability 9% Cheaper fares 9% Cheaper fares 8% Cheaper fares 8% Ferry appearance/ décor 7% Improved food/ drink/ catering
9% Catering availability 8% Bicycle facilities 5% Catering availability
5% Punctuality/ reliability 5% Improved catering 5% Wi-Fi
42 ‘If something could have been improved, what would it have been?’ (II)
Spontaneous responses to ‘free-text’ question
7% Cheaper fares
21% Availability of food/ drink 5% More frequent service 11% Faster journey time 5% Improved comfort on-board e.g. seating/ temperature 3% Punctuality/ reliability 3% Improved comfort on-board 22% Improved comfort on- e.g. seating/ temperature board e.g. seating/ 3% Improve advance information temperature at ports
43 Prior to the main survey launch, a small pilot survey was undertaken by an Executive member of Future Thinking staff and a senior Field Agent to test the questionnaire and gain route/ area knowledge. An opportunity to talk with locals on the Isle of Bute revealed the following qualitative insight
• Residents of the Isle of Bute are concerned about the economy of the island. Conversations with local people raised concerns about the reducing number of visitors
• The cost of using the ferry was highlighted by many (both Wemyss Bay – Rothesay and Rhubodach – Colintraive services) and RET is keenly awaited in anticipation of lower fares
• ‘The highest price for length of crossing in Europe’ is a favourite quote for the Rhubodach – Colintraive service
• Introduction of RET on the Arran services is the yardstick by which improvements are anticipated by residents of Bute
• People suggested that CalMac could help the local economy by encouraging more tourism to the island and also actively supporting local events/ establishments
• Some felt that sailings were cancelled too readily owing to poor weather conditions
• The service provided by CalMac is generally accepted as being of a very high standard, just cost prohibitive
44 Conclusions • The service provided by CalMac is generally rated very highly with minimal negativity reported for most measures
• Negative perceptions of value for money are evident on certain routes, particularly those where RET has yet to be introduced and are potentially exacerbated for those making more frequent ferry journeys
• Local island residents are less likely to view CalMac positively in terms of value for money. Perceptions of high ticket costs inhibiting ferry usage is likely to instil a reluctance to view CalMac as a company operating with their interests in mind
• There is an opportunity to forge closer community relationships, for example, by supporting local community events. Evidentially, the case is strongest among Isle of Bute inhabitants but also potentially beneficial among other communities served by CalMac elsewhere
• CalMac staff are rated very highly both at ports and on the ferries themselves. The front line face of the company, Key DriversFrequency Analysis of sailings shows were they are the most important element driving positive overall satisfaction levels positively rated (76% ) • Punctuality/ reliability is also a key factor driving overall satisfaction. Ardrossan – Brodick and Oban – Craignure routes need to be observed for this measure
• Perceived low frequency of sailings on the Ardrossan – Brodick route is putting pressure on customers’ ability to book their preferred crossing
• There is also a potential need for increased frequency of sailings on the Oban – Coll/ Tiree route
45