- Seminar
- 19th November at 2:00 pm
Roger French adds his voice to our series of seminars with some thoughts on the single most important thing in the industry: the passenger.
Ladies and gentlemen, I’m delighted to present to you the findings of the most comprehensive research ever undertaken into what makes for the best possible passenger experience when travelling by bus. And you don’t have to pay a former Prince’s payoff to receive these research results. I’m about to give you the findings over the next few paragraphs for free and all at my expense following over 5,000 journeys by bus across Britain during the last few years. Hold on tight for this upcoming journey. It might get a bit bumpy.
I’m going to skip over the number one thing research findings always conclude passengers want from their bus service – which, of course, is reliability. I’ve known bus companies spend thousands of pounds commissioning research that always comes back telling them, amazingly enough, the self same thing: “What passengers want is a reliable service.”
Doh! What were you expecting it to say? Passengers prefer waiting at a bus stop not knowing if the bus is coming or not, and then it doesn’t come, and they’re left high and dry without transport? Oh, yes. they really love it when that happens. I don’t go into a shop and buy a new toaster and wonder if it will be reliable. Anything and everything a consumer buys is assumed to be reliable. So let’s take it as read that’s what a bus passenger wants, expects and needs, and move on.
Next up I want the best possible frequency that can be provided given the demand, the density of population and the topography and geography of where I’m travelling. If it can be at least every 10-12 minutes (which obviates the need for me to check departure times for a minimal wait) so much the better, but if not, then please make it depart at regular times past the hour/s that I can easily remember rather than some AI compiled mess of a timetable that only a computer understands.
I then need the best possible value ticket I can buy, ideally giving me options for paying more so it includes added benefits such as a cheaper return journey or unlimited travel that day – and please explain the options clearly before I travel both at the bus stop and online.
Doh! What were you expecting it to say? Passengers prefer waiting at a bus stop not knowing if the bus is coming or not, and then it doesn’t come, and they’re left high and dry without transport?
The choice is mine. I’d like a similar choice from my bus company how to find out about bus times and buy tickets please. Thanks.
Having had his first taste of the industry through a student job at London Transport, Roger French worked his way up through the National Bus Company to become Manager of Brighton & Hove, before going on to be a part of successful management buy-out in 1987. He led the company until retiring in 2013, and now publishes regular public transport reports via his BusAndTrainUser blog page.
Wanted: information
That brings me to the desperate need for a plentiful supply of information available both online and in print. And, of course, with easy to understand presentation, designed by experts in the field rather than some well meaning marketeer from outside the industry who might be good at catchy slogans to sell consumer products but knows nothing about the need for clearly presented bus maps (including of the relevant network, not just one route), indexes, timetables and ticket and fares information.
When I want to order a take-away from my local restaurant I can go online and easily see from their website what dishes are available and the prices, but I’ve also got an attractive printed brochure which I keep propped up by the kitchen clock so I’m constantly reminded of the choices. Alongside that should be the bus timetable for the route I use past my front door – but only if the bus company prints one and makes it readily available.
And when I go for an early morning visit to Wetherspoons getting a full blown breakfast and unlimited coffee for less than the price of a latte in Costa, I can either use their easy-to-understand app and order from my table, or browse the printed menu and wander over to the bar to order there. The choice is mine. I’d like a similar choice from my bus company how to find out about bus times and buy tickets please. Thanks.
Like reliability, the best passenger experience also assumes the drivers I’ll encounter give me the best possible journey experience, showing their commitment to excellence in customer service with a smile and a welcoming greeting – and it’s taken as read my safety is paramount so want only the highest professional driving standards.
I’m not particularly bothered whether my bus is powered by diesel, electricity, hydrogen, gas or used chip shop oil. I’m impressed to hear about steps bus companies take to clean up their environmental credentials but not at the expense of getting the more important basics right as described above.
And finally, ladies and gentlemen, I want to experience my bus gliding past queuing traffic taking me efficiently to my destination by virtue of priority measures on the road which a locally based bus company manager has persuaded their local authority to install because they live and work in the local area and understand the politics and the dynamics of the local market.
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