“Nudging Up” Customer Service A Customer Development & Improvement Project Prepared by Jeff Kessler, Customer Service & Advocacy Please Direct All Inquiries to [email protected] or (321) 300-JEFF To view the report in a web format as well as to view the appendix materials, visit http://jeffkess.com/septa14 "Nudging Up" Customer Service This brief report signifies the conclusion of Phase II (Collecting and Analyzing the Initial Survey of Nudge Opportunities). Table of Contents "Nudging Up" Customer Service ..................................................................................... 2 Improvement Overview ............................................................................................. 4 Purpose .................................................................................................................... 4 Methodology ............................................................................................................ 4 Success and Goals .................................................................................................. 5 Report Organization ................................................................................................. 5 Immediate Fixes ......................................................................................................... 7 Show and Advertise Security Cameras .................................................................... 7 Offer Free Continuing-Trip Tickets for Bathroom Use .............................................. 9 Making Station Pages More Comprehensive ......................................................... 11 Require Opening of All Regional Rail Doorsets ..................................................... 13 Flip Up Front Seats on Buses during Rush Hour ................................................... 14 Near-Term Fixes....................................................................................................... 18 Provide Daily Control Center Report to Public ....................................................... 18 “Give Up Your Seat” / “Help with Luggage” Campaign ........................................... 19 Move QuietRide to Rear and/or Add Additional QuietRide Car ...................... 20 ٭ ★ "Don't Fall on the Tracks" Signage ......................................................................... 22 ✩ Display on LEDs "Next Train To" ....................................................................... 23 Install “Downtrack View” Mirrors at Stations ........................................................... 25 Showing Nearest Stations with Available Parking .................................................. 27 Add Graphics for Standing/Walking on Escalators .............................................. 28 ٭ Designate Trains as Inbound/Outbound ................................................................. 29 2 Medium-Length Projects ......................................................................................... 31 Add Dots for Places to Stand on Trains ................................................................. 31 ✪ Indicating Boarding Areas on Platforms ............................................................ 32 Indicate Where Doors Won't Open on Regional Rail Trains................................... 36 Enable Better Flow throughout Station Platforms ................................................... 38 Add Train Approaching Signs and Warning Lights ................................................. 39 ✪ ★ ⍟ Use Various Methods to Hold Vehicles for Shorter Transfer Timing ........ 40 Utilize Regional Rail Colors Throughout the System .............................................. 47 Externally-Dependent Projects ............................................................................... 49 Automatic QuietRide Announcements ................................................................... 49 Pay for Parking Onboard Train (via Conductor or App) .......................................... 51 ✓Add More Ways for Collection of PATCO Transfers ........................................... 53 ⍟ ✩ Offer Discount for Exiting from the Rear Door ............................................... 54 See Panhandling? Text SEPTA Police .................................................................. 55 Report a Problem, Get 10% of the Fine ................................................................. 56 Long-Term Solutions ............................................................................................... 58 Add More "Natural" Lighting in Station Entryways .................................................. 58 Play Music in Station Entryways ............................................................................ 60 Increase Number and Presence of Updated "Help Points" .................................... 62 Free Retail Space in the Concourse ...................................................................... 67 Install Station Entrance Globes .............................................................................. 68 Build Inexpensive Grade Crossings ....................................................................... 69 Ring Door Closing Chime When Unsafe to Board Push-Pulls ............................... 73 Place Garbage Bags on Trains .............................................................................. 75 Add More Sideways Seats ..................................................................................... 76 Establish Procedures for Requesting High-Level Boarding .................................... 77 Enable Customers to Request More Boarding Time .............................................. 78 Appendix Materials can be viewed online at http://jeffkess.com/septa14 ✓ = Idea Already Implemented For Other Symbol Definitions, See Page 6 3 Improvement Overview Purpose Nudging Up Customer Service aims to conduct an evaluation of various initiatives to be implemented across the SEPTA system to improve Customer Service. This document serves as one of the culminating works. Methodology 1. Problem Identification occurred through a combination of direct field observations (onboard every mode of SEPTA transit), indirect video observations (through the comprehensive CCTV network), and online research (on independent blogs and social media sites). Notes led to the formation of a comprehensive mind-map detailing areas for customer service improvements. Further, the mind-map diagram naturally revealed five distinct categories in which the majority of Customer Service needs fall. 2. Solution brainstorming took place with ideas first placed on the mind map then later itemized. The initial 75+ ideas were reduced to 45 distinct problems which could be solved through a number of initiatives. 3. Initiative research was the most prominent portion of the project. Ideas were assessed to determine feasibility and practicality; each was modified accordingly relative to the findings. Assessment included field measurements and notes, intense research through everything from SEPTA employee manuals to 1916 Philadelphia Transportation Plans (held in the Free Library of Philadelphia), discussions with SEPTA employees across all departments in all facilities (everything from management to maintenance and operators), and even conversations with employees at peer agencies (most notably the MTA NYCT). 4 Success and Goals Success in this project is defined as having a net positive benefit to SEPTA customers. In accordance with the 2015–2019 guiding Strategic Business Plan, this shall be measured predominantly as an increase in the metrics contained within “Initiative 2: The Customer Experience.” While not the primary focus, “Initiative 5: Safety & Security” shall also contribute to the success of each project as increased perceptions of safety and security tend to lead to increased customer satisfaction. Finally, to ensure that such goals are achieved in accordance with the goals of the entire authority, the aforementioned benefits will be weighed against the other Key Performance Indicators (since one could theoretically rebuild the entire subway system with marble and granite to improve the customer experience, albeit at an exorbitant and unsustainable cost). Report Organization While each opportunity was fully and thoroughly reviewed, the evaluations themselves are brief and succinct to make the many recommendations easy to digest and understand. These ideas are broken into five distinct subsections: “Problem, Classification, and Idea” detailing the area for improvement and the proposed solution. “Implementation” describes the specific solution and details how it could be implemented within the SEPTA system. “Notes & Graphics” provides any additional information for the reader, including interview notes, photos, and graphical mockups. “Customer Comments” notes any customer feedback relevant to the idea as found from tickets in the Veritas CRM system. “Next Steps” outlines what one should immediately do to evaluate customer opinions, get clearance from the impacted departments, pilot the idea (if applicable), and then roll-out the idea within the SEPTA system. 5 Ideas are further sub-categorized by time-to-implementation, ranging from Immediate Fixes (which could be implemented as early as tomorrow) to Long-Term Solutions. Various project stakeholders were asked to evaluate the report and select their two favorite ideas; these are denoted using the following symbols: ★ Attendees of 7/24/2014 CS&A Extended Staff Meeting ✪ Author (Jeff Kessler) ⍟ Manager