Public Transit Industry Shines Light on Customer Experience on CX Day!

The public transit industry celebrated Customer Experience (CX) Day, Oct. 7, by recognizing, celebrating, and amplifying how agencies are placing customers at the forefront of everything they do. APTA called on its members to join in the collective effort:

Metrolink, Southern California’s six-county regional rail provider, took part in CX Day to underscore its dedication to customer satisfaction and an ethos that places riders at the heart of planning and operational decision-making.

“CX Day is a reminder that public transportation exists for the people it serves,” said CEO Darren Kettle. “From resolving issues with empathy and on-the-job knowledge to pioneering new programs and innovations that improve the user experience, we work hard to anticipate and respond to the needs of our customers.”

Metrolink’s CX efforts are led by a team that includes the customer relations, marketing and communications departments, but everyone at the agency plays a crucial role in shaping the rider experience. Kettle is a regular Metrolink user and takes pride in being easily accessible to customers and soliciting feedback from fellow travelers.

To get even more employees out in the field and thinking like customers, Metrolink is implementing a new ‘Teams on Trains’ program to build in more frequent and structured opportunities for back-office team members to spend time on the system, helping reinforce an agency-wide culture of continuous improvement centered on people.

“Programs like ‘Teams on Trains’ create more touchpoints that draw employees across all functions into the customer experience fold,” said Chief Customer Experience Officer Lisa Bahr. “In addition to recognizing the often-hidden contributions of our frontline team members during Customer Service Appreciation Week, CX Day is a chance to spotlight some of the practical steps we’re taking to make riding Metrolink easier.”

Over the past six months, Metrolink has introduced a number of changes to improve the customer journey:

• Launched a new multilingual push-notification system in May called ‘Metrolink Alerts,’ which enables passengers to subscribe to receive customized information by text or email.
• Piloting a new fare program through the end of the year that is simplifying ticket options, while reducing costs for many riders.
• Expanded its slate of everyday discounts with new options for students, youth, and veterans.
• Real-time train data is now integrated directly into navigation apps such as Google Maps and Apple Maps.
• The refreshed Metrolink website homepage puts schedules and service advisories front and center.
• New wayfinding signage at the region’s busiest transit hub, LA Union Station, is helping passengers navigate Metrolink’s footprint at the historic multimodal facility.

The Greater Cleveland Regional Transit Authority (GCRTA) celebrated CX Day by recognizing its riders and the districts, departments, and individuals who go above and beyond to deliver exceptional customer experiences. GCRTA customer experience team members were greeting riders at various bus/rapid stations during the morning and evening commutes, thanking them for riding the system.

“At GCRTA, we believe customer experience is one of the most powerful differentiators in the transportation industry today,” said General Manager and Chief Executive Officer India L. Birdsong Terry. “It’s time we recognize that delivering outstanding experiences isn’t just a nice-to-have. It’s how we grow, win, and build lasting relationships and ridership.”

In Washington, DC, Randy Clarke, general manager and CEO, Washington Metropolitan Area Transit Authority (WMATA) joined his agency’s call center team to take calls, listen in, and answer customer questions. In Q3 alone, WMATA’s customer service team answered 118,477 calls and processed more than 15,000 emails.

The Metropolitan Atlanta Rapid Transit Authority (MARTA) celebrated CX Day with a series of activities and a social media challenge to highlight important projects that improve and enhance the customer experience where riders could win prizes. MARTA customer experience and labor relations staff were present on the system to greet and help riders and cheer frontline employees.

“I like to say MARTA provides public transportation, but we are in the customer service industry,” said Interim General Manager and CEO Jonathan Hunt. “We must strive for routine excellence every day by providing outstanding customer service, welcoming, assisting, and supporting our riders at every part of their journey.”

In Alexandria, VA, the Virginia Railway Express (VRE) celebrated its passenger support team. “Whether answering questions by phone, email, or at the front desk, this knowledgeable and dedicated group is always ready to assist our passengers through any questions or concerns. Between helping our riders understand schedules and allocating transit benefits, reuniting passengers with lost items, and more, they’re essential to making every ride smooth, supportive, and stress-free.”

The Toledo Area Regional Transit Authority’s (TARTA), OH, team of problem-solvers has led to some of the highest customer satisfaction scores in the agency’s history (84 percent for fixed route, 95 percent for TARTA Move paratransit, and 96 percent for TARTA Flex). As its ridership grows for a fifth consecutive year, it highlighted all it is doing to continue that trend and make public transportation more convenient and accessible for northwest Ohioans.

“Across TARTA, every improvement, from the TARTA Card to enhanced paratransit service, is driven by a shared goal: making every ride a better experience. Today, we celebrate the progress made at TARTA and reaffirm our commitment to putting riders first.”

Join APTA’s MCX Committee and help forge stronger ties between customer experience and marketing & communications teams.