Staff report for information on Q1-Q2 Customer Satisfaction Survey Results 1

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STAFF REPORT

INFORMATION ONLY

Q1-Q2 2016 Customer Satisfaction Survey Results

Date: September 28, 2016

To: TTC Board

From: Chief Executive Officer

Summary

Overall customer satisfaction rebounded in Q1 2016 (79%) and remained at the same

high levels in Q2 (80%). In 2015, improvements in customer perceptions of key service

reliability attributes (the length of time they waited for the vehicle, trip duration, and the

level of crowding inside the vehicle) led to the highest customer satisfaction score

observed in several years, 81%. After a brief decline in Q4 which can be attributed to the

removal of very visible PanAm specific service enhancements, overall customer

satisfaction has returned to 79% (the proportion of customers who were satisfied with

their most recent trip on the TTC). This can be linked to our improved consistency

delivering a reliable service, which has led to higher customer perceptions of trip

duration on buses and streetcars, wait times on streetcars and level of crowding on buses.

Customer perceptions of subway service also remained high.

Customer perceptions of value for money remain high, with 92% saying they received

average, good, or excellent value for money on their last TTC trip.

Pride in the TTC and what it means for Toronto also continues to improve. In Q2 2016

73% of customers agreed with this statement compared to 69% of customers a year ago,

indicating significantly higher levels of pride compared to last year.

Financial Summary

There are no financial implications resulting from the adoption of this report.

The Chief Financial & Administration Officer has reviewed this report and agrees with

the financial impact information

Comments

The TTC will continue to conduct the Customer Satisfaction Survey (CSS). The Board

will be provided with an update on CSS in February 2017.

Staff report for information on Q1-Q2 Customer Satisfaction Survey Results 2

Contact Arthur Borkwood, Head of Customer Development

Strategy & Customer Experience Group

Toronto Transit Commission

Tel: 416 393 6085

Email: Arthur. Borkwood@ttc.ca

Attachments Q1 –Q2 2016 Customer Satisfaction Survey Results

Q1- Q2 2016 Customer Satisfaction Survey Results

September 28 2016

Arthur Borkwood – Head of Customer Development

Outline

• Top Line Results

• Key Drivers of Satisfaction

• Summary

• Appendix

Top Line Results

4

Customer satisfaction has rebounded and

remained steady

77% 75% 74%

72% 75%

79% 75% 74%

71% 72% 74% 72%

75%

79% 81%

72%

80%

Q1 2012 – Q1 2015

74%

↑Wait times ↑Duration of trip ↑Crowding

79%

Q2 2015 – Q2 2016

78%

2014-2016 service improvements

Delay incidents

10%

Delay minutes

35%

Short turns a week

2000 1000

Short turns a week

2600 500

2016 service planning improvements

Q4’15

Increased service on

major routes

Improved overnight

services

Operating earlier & later

on neighbourhood routes

ACCESS TO

SERVICES

CROWDING

WAIT TIMES

Q1’16

Increased service in

peak periods on 25

bus routes

CROWDING

WAIT TIMES

Q2’16

New express bus

services on five

major corridors

CAPACITY

TRIP TIME

Frequent customers are less satisfied

82% 79%

83%

77% 73%

83% 85%

87%

75% 71%

77%

68% 71% 69%

80%

69%

76%

85%

78%

Occasional: Once a week or less Frequent: Daily to several times a week

8

Customer satisfaction remains steady for

subway & bus riders

9/21/2016

= sig. higher/lower than other subgroups

= higher or lower than previous wave or year at C.I. = .95

75% 78% 73%

80%

78%

79%

73%

78%

71% 78%

78%

79% 76%

77%

63%

76%

82%

77%

9/21/2016 9

Higher customer satisfaction by single

mode vs. multi mode

77% 80%

75% 74% 79%

73% 80%

83%

71% 77%

72% 69%

79% 82%

71% 77% 76%

Single Mode Multi Mode

= sig. higher/lower than other subgroups

= higher or lower than previous wave or year at C.I. = .95

9/21/2016 10

Perceived value for money over time

Overall perception of value for money has remained high (Average/Good/Excellent)

92%

90% 90% 91%

92%

89% 91%

94%

92% 92%

60% 57% 58% 58% 59% 60% 59% 60% 58% 60% 59% 60% 61% 62% 68% 62% 64% 64% Good/Excellent

= higher or lower than previous wave or year at C.I. = .95

9/21/2016 11

Pride in the TTC and what it means to

Toronto

Pride in the TTC has improved since Q2’15

77% 72%

70%

71%

70%

72%

71%

73%

68%

72% 71% 66%

67%

69% 75%

71%

74%

73%

Q2 ’15

=sig. higher/lower than other waves at .95

Q18. Can you tell me if you agree, disagree or have no opinion about these statements?

Let’s start with [READ FIRST STATEMENT]. Do you ____

9/21/2016 12

Pride in the TTC is highest amongst bus

riders

Pride in the TTC By Mode Over Time

72% 70%

71% 68% 74%

70%

73% 75% 74%

70%

78% 77% 76%

75%

71%

71%

76% 72%

Used Subway Used Bus Used Streetcar

Q2 ’15

= sig. higher/lower than other subgroups

= higher or lower than previous wave or year at C.I. = .95

9/21/2016 13

Key Drivers

9/21/2016 14

Key drivers of customer satisfaction

Most

Influential

Less

Influential

Subway

Trip duration

Wait time

Trip smoothness

Vehicle crowding

Staff helpfulness

Personal Safety

Bus

Wait time

Trip duration

Operator helpfulness

Vehicle crowding

Operator appearance

Personal Safety

Trip smoothness

Streetcar

Wait time

Trip duration

Vehicle crowding

Operator helpfulness

Trip smoothness

Helpfulness of announcement

9/21/2016 15

2012 – 2016

Comfort & ConvenienceOverall Satisfaction – Importance vs. Performance Maps: Subway

Crowding in the vehicle

Smoothness during trip

Wait time

Trip duration

Maintain Monitor

Protect Improve

Imp

ac

t o

n O

vera

ll S

ati

sfa

cti

on

Overall Satisfaction Performance

9/21/2016 16

2012 – 2016

Customer Service & EnvironmentOverall Satisfaction – Importance vs. Performance Maps: Subway

Station maps and signs

Maps & info on-board

Cleanliness

Ease of buying token/ticket Appearance of

collector booth

Station cleanliness

Station staff available to

help

Staff helpfulness /appearance

Maintain Monitor

Protect Improve

Imp

ac

t o

n O

vera

ll S

ati

sfa

cti

on

Overall Satisfaction Performance

9/21/2016 17

2012 – 2016 Announcements

Overall Satisfaction – Importance vs. Performance Maps: Subway

Ease of hearing in station

Clarity of delays

Quality - stops

Helpfulness Frequency - delays

Maintain Monitor

Protect Improve

Imp

ac

t o

n O

vera

ll S

ati

sfa

cti

on

Overall Satisfaction Performance

9/21/2016 18

2012 – 2016 Trip Experience

Overall Satisfaction – Importance vs. Performance Maps: Bus

Personal Safety

Operator Appearance

Operator Helpfulness

Ease of hearing PA

Helpfulness of PA Maps & Info

Trip duration

Vehicle cleanliness

Trip smoothness

Wait time

Vehicle crowding

Protect

Maintain

Improve

Monitor

Imp

ac

t o

n O

vera

ll S

ati

sfa

cti

on

Overall Satisfaction Performance

9/21/2016 19

2012 – 2016 Trip Experience

Overall Satisfaction – Importance vs. Performance Maps: Streetcar

Personal safety

Operator Appearance

Trip Smoothness

Operator Helpfulness

Vehicle Cleanliness

Ease of hearing PA

Helpfulness of PA

Maps & Info

Trip duration

Vehicle Crowding

Wait time

Protect

Maintain

Improve

Monitor

Imp

act

on

Overa

ll S

ati

sfa

cti

on

Overall Satisfaction Performance

9/21/2016 20

Summary

Key focus areas

Communications and announcements

Improve the helpfulness, frequency, audibility,

and clarity of announcements on all modes.

Comfort and convenience

The customer experience would improve with

reduced crowding on all modes, and

improving wait times on surface modes.

Customer interaction with station staff

Station staff have a direct influence over

several dimensions that have improved over

the past four years, but still has room to

grow.

How we are addressing the issues

Communications and announcements

Improved customer-facing language and standards for

service alerts

Use of professional voiceover artist for pre-recorded

announcements

Standards for type, frequency and content of pre-

recorded public address announcements

Implementation of external route (pre-boarding)

announcement system on all modes

Comfort and convenience

Improved schedules on 32 bus and streetcar routes to

improve reliability and travel times (+ new streetcars!)

Helpfulness of station staff

Customer Service Standards and Stations Transformation

9/21/2016 23

Appendix

9/21/2016 24

Methodology

Method 10-minute telephone survey

Respondents

100% City of Toronto residents

Aged 13 years old +

TTC user at least once every few weeks or more frequently

Standard industry exclusions

Timing April 2016 – June 2016

Sample Size n=1,000

Changes for

Q1

Added announcement specific statements to bus and streetcar (the quality,

clarity, and frequency)

9/21/2016 25

Respondent Demographic Profile

Gender

57% 43%

AGE DISTRIBUTION

<25

16%

25-54

52%

55-70

25%

71+

6%

HOUSEHOLD INCOME 19% Under $45,000

57% $45,000 + 24% DK/NA

OCCUPATION STATUS 64% Work full-time or part-time

8% Unemployed or at home

11% Student

15% Retired 2% DK/NA

9/21/2016 26

Respondent Behavioural Profile

FREQUENCY OF TTC USAGE

38% 34%

11% 17%

Once a dayor more

often

Severaltimes aweek

Once aweek

Once everyfew weeks

MODE OF TRANSPORTATION OF MOST RECENT TRIP ON TTC

68%

55%

25%

Subway Bus Streetcar

TIME OF DAY OF LAST TRIP

18%

40%

30%

12%

Early/MorningRush

Afternoon Rush Hour Evening/Night

Start – 9:30am

9:31am – 3:30pm

3:31pm – 6:30pm

6:31pm - End

PURPOSE OF LAST TTC TRIP

43%

26% 16%

8% 3% 3%

Goingto/from

work

Attendingto personal

business

Pleasure orrecreation

Going to orcoming

from school

Othershopping

Groceryshopping

PURCHASE METHOD

14%

51%

24%

8% 0%

Cash Ticket/Token Monthly Pass PRESTO Other

Token=38%

Adult Monthly Metropass= 20%

62% purchased from TTC Subway Collector/Ticket Agent