Customer Education and Awareness of On-Demand Mobility (2023) / Chapter Skim
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Pages 22-31
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From page 22... ...
22 The research team assembled a list of 107 total transit agencies or governmental entities that were identified as having an on-demand service pilot/program using some combination of TNCs, taxicabs, or microtransit technology providers. The list was trimmed down to 87 agencies to create a group of agencies to target for the survey based on including a variety of agency sizes, geographic settings, private company partners, and maturity of the service.
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Survey Results 23 Roles and Responsibilities Respondents indicated that a variety of departments with their agencies play a role with customer education and awareness efforts for their on-demand services. Marketing or community outreach departments play either a lead or support role in these e orts for all respondents, followed by planning or innovation departments (which tend to be in supporting roles)
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24 Customer Education and Awareness of On-Demand Mobility the service. e most common response for partner roles was in the area of customer feedback for the service, but marketing, customer education, and incentives/promotions for the service were also a frequent role of these partners.
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Survey Results 25 Nearly 59 percent of respondents also reported having local stakeholder partners that were involved with customer education and awareness e orts for their on-demand services. Examples of local stakeholders provided included municipalities and other local governments, other transit agencies, chambers of commerce, private businesses, universities, steering and advisory committees, housing authorities and shelter services, social services and area agencies on aging, food pantries, local foundations, neighborhood groups, and even the Boy Scouts of America.
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26 Customer Education and Awareness of On-Demand Mobility trips, purchasing fares, and finding their vehicle. Customer education in the form of print collateral was cited most frequently (52 responses)
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Survey Results 27 zone (69 percent) or the hours-of-service span (45 percent)
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28 Customer Education and Awareness of On-Demand Mobility Lessons Learned, Bene ts, and Challenges Measurement of outcomes from customer education and awareness e orts occurred at some transit agency respondents through tracking whether certain performance measures improved. Respondents were rst asked whether they tracked a performance measure and then asked whether the result was better through being "higher" (such as higher ridership)
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Survey Results 29 Figure 10 shows whether agency respondents found factors measured as improving or not improving as a result of the customer education and awareness e orts. All respondents that tracked ridership of their on-demand service found that ridership improved and the number of new customers was higher (85 percent)
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30 Customer Education and Awareness of On-Demand Mobility Some factors for performance measurement are dependent on data from the service/technology partner, whereas others can be determined by the agency themselves. At least 48 percent of respondents reported that metrics for on-demand service ridership, new customers, recurring customers, and service rating were dependent on service/technology partner data.
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Survey Results 31 • Retaining riders, attracting new customers, and reaching target ridership audiences were also slight challenges for more than half of respondents. Finally, agencies were asked to provide any overall lessons learned about their customer education and awareness campaigns.
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