Transit, Call Centers, and 511: A Guide for Decision Makers (2009) / Chapter Skim
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Pages 17-69
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From page 17... ...
Transit rider focus group. 3.1 Transit Agency Telephone Information Strategies Findings related to transit agency telephone information strategies are presented in three subsections: • Overall customer information approaches, • Transit call center strategies, and • Implications of agency size and type.
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From page 18... ...
Among the survey respondents, 20% were transit riders. The survey revealed that the transit customers want to know about service delays, travel time or arrival time estimates, and the level of crowding on transit vehicles.
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From page 19... ...
Transit call centers at the agencies that provide paratransit and ridesharing services provide related information such as how to apply for paratransit eligibility and make trip reservations, in addition to providing basic rider information. 3.1.1.3 Dissemination Methods/ Technologies Utilized The fact that transit agencies utilize a variety of print and electronic media for disseminating traveler information to their customers is well documented in the literature.
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From page 20... ...
This study indicates that real-time information is seldom provided manually, by live operators on transit customer information phone lines. One of the questions asked of the transit agencies interviewed for this study focused on the type of dissemination media utilized.
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From page 21... ...
Also, with most demand-response services relying on making trip reservations and confirmations via telephone, the phone plays a particularly critical, central role for paratransit agencies and customers. Two of the questions asked of the transit agency interviewees focused on how they determine their customers' needs, preferences, and capabilities, as well as their satisfaction with the agency's customer information services.
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From page 22... ...
Over half of the agencies interviewed provide bilingual customer information, and Spanish was, by far, the most common nonEnglish language accommodated. 3.1.2 Transit Call Center Strategies 3.1.2.1 Central versus Decentralized Call Centers All of the transit agencies we interviewed had a single, physically consolidated call center for their regular non-paratransit services.
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From page 23... ...
Customer Relationship Management (CRM) A technology used by call centers to manage customer information and their relationships with customers.
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From page 24... ...
100) Agencies that were interviewed adopted call center technologies mainly for customer service improvement (e.g., at Capital Metro Transportation Authority [CMTA]
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From page 25... ...
Figure 7 summarizes the results of the transit agency interviews in terms of the number of agencies using the metrics shown in Table 8. Essentially, all of the transit agencies that were interviewed track overall call volume in some fashion (thus, that metric is not included in Figure 7)
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From page 26... ...
3.1.3 Implications of Agency Size and Type Transit agencies across the United States vary tremendously in terms of their size, characteristics, needs, and capabilities. To better understand the impact of agency size on issues related to telephone customer information, the results of the transit agency telephone interviews have been sorted and summarized by transit agency size (size was defined by the number of vehicles the agency operates with small –< 50; medium = 51–300; large = 300 +)
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From page 27... ...
This pattern was found for nearly all of the factors. For most factors, there was no consistent difference found between medium and large agencies, suggesting that some medium 27 Characterization of Agency's Self-Reported Methods Measure of Call Center Complexity Advanced Basic Technologies • IVR • Guided speech IVR • CTI • CRM • CIM • TTS • Speech analytics • ACD • Voicemail • Voice recording Metrics • Percent of calls not resolved at the first attempt • Not ready time • Average number of agents in wrap-up mode • Average call duration including wrap-up time • Information requested • Idle time • Average time taken to pick up a phone call • Average time until the call is abandoned • Number of agents ready to take calls • Average call duration • Average number of calls in the queue • Number and percentage of calls abandoned • Number of calls/inquiries per hour • Number and percentage of calls answered • Average delay while waiting in a queue Demand Forecasting Technique • Use of software • Customized tool to review data • Manual review of reports • Subjective perceptions of historic patterns and volumes Quality Monitoring Technique • Statistics from a software program • Market research/survey • Customer feedback • Real-time supervisory monitoring of calls • Informal supervisory observation • Non-real-time supervisory call monitoring (e.g., call recordings)
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From page 28... ...
Although the smallest agencies with the lowest call volumes do not warrant major call center technology investments, somewhat greater use of technology by agencies of varying sizes would provide benefits for many organizations. Some general benefits of using call center technology include – Decreasing the amount of manual, paper-based processes at larger call centers (those with more than 10 call takers that are typically found at medium/large urban or rural transit agencies)
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From page 29... ...
The specific 511 experiences of a broad spectrum of individual transit agencies, those integrated and not integrated with 511, are included in the transit agency case studies presented later in this chapter. In order to establish proper context, the transit-related portions of the national 511 Deployment Coalition's guidelines for 511 systems is presented before the inventory of 511 systems and related information.
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From page 30... ...
real-time transit information (e.g., vehicle arrival/departure time estimates)
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31 Type of Transit Information/Options 511 System/Service Area 511 System Launch Date "Backdoor"/ Local Phone General Info (Service Disruptions, Fares, etc.) Call Transfer to Transit Agency RealTime Transit Info 1.
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From page 32... ...
3.3.3 Differences between 511-Integrated and Non-Integrated Agencies In addition to documenting the general level of transit agency participation in 511 systems, one objective of Task 2 of this study was to investigate whether transit agencies participating in 511 systems differ from non-participating transit agencies according to several parameters. Those parameters include the sophistication and specific approaches used for overall customer information and call center operations (e.g., technologies and metrics)
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From page 33... ...
Most transit agencies, regardless of their size or call center sophistication, took advantage of opportunities to integrate with 511 if offered the choice. 3.3.3.2 Participation in Non-511 Traveler Information Systems Each transit agency was asked if they participated in any non-511 traveler information systems like 511 websites, non511 websites, DMS (which are included in a multimodal traveler information system, excluding signs operated by the transit agency dedicated strictly to their information)
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From page 34... ...
The unusually high percentage shown for the San Francisco 511 system is, in part, a function of the great popularity of the Muni vehicle arrival times feature, which alone accounts for about 1% of all 511 requests. • Transfers out of 511 to transit agencies -- which are obviously a function of the overall popularity of transit on any given 511 system -- range from several hundred per month to tens of thousands per month in San Francisco.
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From page 35... ...
Understanding exactly what types of calls these are would increase the understanding of the impact of 511 on participating transit agencies. Case studies shown in Section 3.4 revealed that 511participating transit agencies did not detect any 511-related change in their customer service call volumes, which may be evidence enough that most 511 transfers are probably "shifted" rather than "new" calls to transit.
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From page 36... ...
The system was expanded between 2003 to 2005 as part of the FHWA's National 511 Model Deployment to include transit information in conjunction with a wide range of other modifications and enhancements. As part of those enhancements, a transit option was added to the main menu, with submenu options for Phoenix area transit (Valley Metro)
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From page 37... ...
Valley Metro information and options on 511 consist of the following: • A bus selection that, following a brief voice recording identifying the basic local, express, and RAPID services provided through the Phoenix metropolitan area, presents the following submenu options: – A selection for fares that includes prerecorded information and an option to transfer to Valley Metro's CSRs, – A selection for detours that includes prerecorded information, including service disruptions and an option to transfer to Valley Metro's customer service, – A selection for planning assistance that transfers to Valley Metro's customer service, and – A leave-a-comment selection that transfers to a voicemail box. • A dial-a-ride selection that provides prerecorded information and an option to transfer to Valley Metro's customer service.
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From page 38... ...
. As part of the Arizona 511 National Model Deployment, Valley Metro planned to provide real-time estimates on bus arrival times for some of their bus rapid transit (BRT)
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From page 39... ...
3.4.1.4. Central Florida Regional Transportation Authority The Central Florida Regional Transportation Authority or "LYNX" is the public transportation provider for Orange, Seminole, and Osceola Counties, FL, an area that includes the cities of Orlando, Kissimmee, and St.
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From page 40... ...
During the operating season, automated real-time vehicle departure times are available. During the off-season, a recording is provided identifying the operating season and the fact that during the operating season, arrival time information is available.
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From page 41... ...
They characterized 511 participation as being "an easy add on." Impacts. DTA reports that their participation in 511 has not impacted them significantly and answered in the negative when asked specifically about each of the six impact-related questions in the interview, covering topics ranging from costs to call volume changes in their customer information center to changes in technology or call center staffing.
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From page 42... ...
CATS appears as one of several transit agencies listed under the buses option in the main menu selection for public transportation. Information and options related to CATS are limited to a short, recorded message identifying the phone number and hours of operation for CATS' own staffed customer service phone line and an option to transfer to that service.
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From page 43... ...
• A trolleys option with call transfers only, either to a lost and found or general trolley operator; • A Coaster commuter rail service option for call transfers only, either to a lost and found, special events, or general Coaster operator; • A paratransit option that transfers calls to individual service providers, referenced by city or agency name; and • A commuter trains option that transfers calls to any of several different commuter rail providers. Recently, the real-time vehicle departure feature was added and although operational, has not been formally announced or advertised.
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From page 44... ...
call transfers, either to the regional, consolidated transit IVR, Info Express (e.g., for automated trip planning) , the regional, consolidated staffed transit information customer service call center, or to their own customer service call takers.
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From page 45... ...
NCTD considers 511 a supplement, rather than an alternative, to their own IVR (they participate in the regional Info Express IVR) or their own staffed customer service phone system (they participate in the Regional Transit Information Office regional system and have their own small customer service group of 10 employees, who answer phones among other duties)
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From page 46... ...
. Among the information provided under the trip schedule option are real-time bus arrival time estimates and service disruption announcements.
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From page 47... ...
Customers selecting South Florida Ridesharing and Emergency Ride Services from the main transit menu can choose between general prerecorded information and an option to transfer to an agent. A significant feature of the South Florida 511 system is the cost sharing arrangement.
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From page 48... ...
Menu choices are as follow: • Schedules -- Interactive schedule information, • Fares -- Prerecorded information, and • General information: – Lost and found -- Transfer to agent, – Special events -- Prerecorded information, – Trip planning -- Transfer to agent, – Comments/Complaints/Suggestions -- Transfer to agent, – More options: Bicycle policy/wheelchair accessibility -- Prerecorded information or transfer to agent, Maps and schedules by mail -- Prerecorded information, and Special transportation services for passengers with disabilities -- Transfer to agent. The transfer option routes callers to BCT's call center where they are placed in a queue to speak with an agent.
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From page 49... ...
They believed that the 511 system would establish a regional trip planner covering all four South Florida transit agencies, but the telephone trip planner was never implemented and the online trip planner was flawed. As a result, it has been difficult for BCT to explain the benefits of the system to the public, especially when free online itinerary planners like Google Transit or Public Routes are available.
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From page 50... ...
(49) Callers who select this transit agency from the public transit option on the CIN main menu may listen to prerecorded information or choose to transfer to MDT's call center where they are placed in queue to speak with an agent.
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From page 51... ...
Although the MDT call center physically moved into the 311 facility, MDT has maintained its own customer service phone number. Customers seeking transit information do not access an IRV, instead they speak directly with agents who use the itinerary planning applications developed for the CIN system.
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From page 52... ...
, and also because it is one of only a few 511 systems that include real-time transit vehicle arrival time estimates (currently, only for San Francisco Municipal Railway, but the system is being expanded)
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From page 53... ...
• Any calls that may be diverted to 511 and away from the AC Transit customer service operators would ease the work load for AC Transit call takers. Although cited as a possible benefit, and therefore part of the 511 participation decision, AC Transit was quick to note that they never envisioned any significant shifting of calls to 511, believing that most transit information calls require interaction with a live operator.
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From page 54... ...
• Ultimately including estimated bus arrival time information on the 511 telephone information system. They are currently in discussions with MTC, which is leading the effort to expand transit arrival times on 511.
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From page 55... ...
BART feels they have the resources to provide a very high-quality IVR service to their customers, developed to address BART's specific needs and preferences, and (2) since the regional 511 system includes only prerecorded, voicemail-type messages and (with the exception of estimated arrival times)
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From page 56... ...
BART feels that, at a minimum, it is important that a transit agency "have a seat at the table" on 511 deliberations. The only significant change planned for their own customer information telephone system is that BART intends to provide real-time estimates of vehicle arrival times.
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From page 57... ...
At the time of the research team's site visit, efforts were underway to expand the NextMuni program fleet-wide and to make the additional arrival time information available on 511 by the end of 2007. Two of the major tasks in the development of the Muni 511 arrival times demonstration were as follows: • Develop the conversion process for translating the proprietary NextBus arrival time data from Muni's real-time information system vendor into a format that could be posted on 511 and • Work with the vendor to develop the process for uploading schedule changes in an automated way into the 511 arrival times module.
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From page 58... ...
They have, however, encountered the following issues and challenges in their 511 and 511-related activities: • Some technical challenges, mostly related to data conversion, associated with the 511 arrival times demonstration, including getting the proprietary NextBus data into 511, and getting Muni schedule and route information into NextBus and then onto 511; and • Some initial concerns on the part of MTC about how the City of San Francisco's 311 system could "erode the brand identity" of 511, and the impact of potential diversion to 311 of Muni-related calls that would otherwise have gone to 511. Regarding the former, Muni has encouraged 311 call takers to make callers aware of the Muni information available via 511.
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From page 59... ...
As a condition for receiving a share of the $20 million portion of the Bay Bridge funding that has been set aside for transit information, MTC has required that any agency able to provide arrival time information to 511 must do so. VTA has been participating in MTC-led regional discussion of the expansion of the 511 arrival times feature.
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From page 60... ...
MTC uses professional voice talent to record all of the transit agency content on 511, including floodgate messages and information on schedules, fares, etc. A significant focus of MTC's transit-related work on 511 has been the Muni real-time vehicle arrival times demonstration (described in detail previously in the Muni case study)
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From page 61... ...
MTC is currently leading efforts to expand the arrival times feature to other transit agencies. They have stated that in order for an agency to receive a share of the $20 million of the Bay Bridge funding set aside for transit information, the agency has to make arrival time estimates available to 511, if they have such information.
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From page 62... ...
As well as continuing to examine and possibly advance their approaches to operating and maintaining transit 511, MTC is considering or pursuing the following 511 and 511-related enhancements, in addition to expansion of the arrival times feature: • My 511 -- Currently in development, this system will allow transit 511 users to establish a user profile predesignating up to six specific transit trips of interest. Then, whenever the customer calls 511, their phone number will be recognized and they will immediately be presented with the option of obtaining information on any of their predefined trips.
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From page 63... ...
(58) Metro maintains two separate call centers; one provides itinerary planning and the other handles complaints.
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From page 64... ...
Currently, the 511 system requires callers seeking transit information to hang up and dial the transit agency directly. Metro would like the system to provide a direct transfer to its call center.
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From page 65... ...
RTD may look for opportunities to participate in 511. They feel 511 could be a benefit to the agency, especially if other transit agencies were included and that made available funds to support RTD 511 participation.
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From page 66... ...
In many cases, limiting transit content and features to a call transfer to transit agency customer service represented an expedient way to include transit in the system and recognize that transit agencies already have telephone customer service systems. Among the six agencies interviewed that include no transit information on their 511 systems, the rationale for the decision also varied significantly.
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From page 67... ...
, regardless of whether that system is operated by an individual transit agency or is a 511 system; and • To investigate the fundamental rationale for providing transit information on 511.
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From page 68... ...
TransitTracker (this is the Tri-Met real-time information system) arrival times for buses and trains; 2.
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From page 69... ...
Even though participants did not do a lot of driving, they were positive about the idea of integrated transit and traffic available in one place, or having both traffic and transit information on both the UTA customer service line and 511. Further, participants said that providing access to 511 from the UTA customer service line, and vice versa, would be a good feature.
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