1. Wheel of Customer Service
Olaf Kinard
Director of Marketing & Communications
Charlotte Area Transit System
December 6, 2012

2. Wheel of Customer Service
Do your customers tell you…..
I was on hold for 20 minutes and then they hung up? Its
okay, I like listening to new renditions of easy listening
Madonna.
I was transferred 8 times before getting to the wrong person,
I like meeting new people, I can add them to Facebook.
Two more calls and I’ll have the entire city
employees as friends.

3. Wheel of Customer Service
Do your customers tell you…..
It’s enjoyable riding a bus without air conditioning in 95
degree heat, it my hot yoga session.
I like for drivers to get lost on the route, its such an adventure.
I love solving puzzles, that’s why I read the schedule.
. . . .Sounds Silly doesn’t it!

4. Wheel of Customer Service
Do you design your services to receive these
types of responses from customers?
Do you know what is Important to a customer?
How do you know when you have met or exceeded customers’
expectations?
What goals does your organization and employees have that measures
customer satisfaction?
What type of customer service culture are you creating within your
organization?

5. Wheel of Customer Service
What kind of business is public transportation?
 Transportation
 Public Service

6. Wheel of Customer Service
What kind of business is public transportation?
Retail Service
 Customer boards our vehicles
 They pay a price
 They expect a safe, convenient and enjoyable ride
This basic business model has not changed!

7. Wheel of Customer Service
Does being Government funded determine your
customer service Strategy?
Will you be less nice?
Will you be less accurate with schedule information?
Will you sometimes do preventative maintenance?

8. Wheel of Customer Service
Source: Bureau Of Economic Analysis

9. Wheel of Customer Service
The customer must be at the CORE of Your
customer service strategy.
Your organization must be aligned to focus on
serving the customer.

17. Overall Customer Satisfaction
Satisfaction with Quality of Service
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2000 2002 2003 2004 2005 2006 2007 2010 2011
LYNX Express Local STS Gold Rush Overall Customer Satisfaction
City of Charlotte

18. Region and Community Value
Regional Need and Value to the Community
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2000 2002 2003 2004 2005 2006 2007 2010 2011
Value to Community Regional Need
City of Charlotte

19. Managing and Planning System
How Well CATS Manages the System and Plans for the Future
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2002 2003 2004 2005 2006 2007 2010 2011
Planning for the Future Managing System
City of Charlotte

20. Customer Loyalty
Percentage of Customers Riding 1+ years
80%
70%
60%
50%
40%
30%
20%
10%
0%
2002 2003 2004 2005 2006 2007 2010 2011
City of Charlotte

21. Continue As A Customer
Likelihood of Riding CATS in the Future
80%
70%
60%
50%
40%
30%
20%
10%
0%
2002 2003 2004 2005 2006 2007 2010 2011
City of Charlotte

22. 2011 Top 10 Importance Items
Importance Previous Years
1. Safe Drivers (2)
2. Valuable service to the community (1)
3. Stations/ Stops are conveniently located (4)
4. Safe from Crime onboard (8)
5. Service runs on time (12)
6. Schedules / maps are on the website (3)
7. Reasonable travel time (6)
8. Passes sold at convenient locations (13)
9. Easy to get route info on the phone (15)
10. Schedule info at stops/stations (7)
10. Drivers are Knowledgeable (9)
City of Charlotte

23. 2011 Importance and Performance
Importance Performance
1. Safe Drivers (2)
2. Valuable service to the community (1)
3. Stations/ Stops are conveniently located (6)
4. Safe from Crime onboard (13)
5. Service runs on time (14)
6. Schedules / maps are on the website (3)
7. Reasonable travel time (11)
8. Passes sold at convenient locations (7)
9. Easy to get route info on the phone (4)
10. Schedule info at stops/stations (9)
10. Drivers are Knowledgeable (5)
City of Charlotte

24. Quadrant Analysis
Overall mean importance = 4.26 / Overall mean performance = 3.92
4.59 Quad 4: High Importance/Low Quad 1: High Importance/ High Performance
Performance k
4.49
q
4.39 t c
a f
Importance
d m
4.29 o p
w j
r
u
i l
4.19 h
b v
g
4.09 s n
e
3.99
Quad 3: Low Importance/Low
Performance Quad 2: Low Importance/High Performance
3.89
3.57 3.67 3.77 3.87 3.97 4.07 4.17 4.27 4.37
Performance
City of Charlotte

25. Quadrant Analysis
Quadrant 4 Quadrant 1
High Importance/ Low Performance High Importance/High Performance
These areas need improvement. High priority for Performing as riders expect. Essential to maintain
attention and resources. performance.
a. Service runs on time k. Drivers are safe drivers
t. Feel safe from crime onboard q. System provides valuable service
f. Travel time reasonable c. Stations/stop conveniently located
w. Feel safe from crime at stops/facilities m. Route schedules, maps on website
j. Drivers are knowledgeable
p. Easy to get info on the phone
d. Passes at convenient locations
o. Schedule info at stops/stations
r. Route/schedule changes communicated
Quadrant 3 Quadrant 2
Low Importance/ Low Performance Low Importance/ High Performance
Could improve in these areas, but low priority for
Maintain performance, but no new attention or resources
additional effort or resources.
are necessary.
e. Riding is relaxing
No attributes in quadrant two for total weighted
l. Transit center clean, well maintained
sample of riders.
b. Buses/trains won’t pass by
g. Waiting times reasonable
n. Quick response to complaints/suggestions
s. Fares reasonable
v. Benches/shelters at stops/stations
h. Drivers are courteous
i. Vehicles clean inside
u. Stops/stations well lighted
City of Charlotte

26. High Importance / Low Performance
Largest Gap between Importance and Performance
• Feel safe from crime at stops/facilities
• Service runs on time
• Feel safe from crime onboard
• Travel time reasonable
City of Charlotte

27. Bus Stops
3,800 + bus stops across
Mecklenburg County
No route information
No time point info
Only phone number
Information at bus stops:
• 10th in importance
• 37th in performance

28. Bus Stops
Next annual survey revealed:
Performance jumped to 7th best
Gap between Importance vs. Performance: insignificant

29. Wheel of Customer Service
Never Do:
 Never commit to a service level you can not meet
 On time every time
 Never give lip service to customers
 Never think you can always resolve everything for the
customer
 Never create goals that are unrealistic for the
organization and employees
 Never establish standards and a philosophy and fall
short on communicating and training employees.

30. Wheel of Customer Service
Keys to success
 Top Management committed to philosophy
 Conduct research on what is important to customers
 Establish customer service measures as an organization
 Communicate philosophy to employees
 Exchange communications with customer
 Respond quickly to customer’s complaints
 Review processes that affect customers
 Recognize employees for meeting and exceeding
customer’s expectations

31. Wheel of Customer Service