Highlight your successes and look at what young passengers need, Transport Focus CE tells bus sector
The bus industry has a “great opportunity” to highlight what it is doing well but needs to boost efforts to meet requirements of younger passengers, says Transport Focus’ Chief Executive Anthony Smith.
“I think as an industry we have got to get better at telling people about your successes.”
Speaking to a Euro Bus Expo seminar on ‘Getting More and Happier Customers on your Journey’, Mr Smith said the latest Transport Focus’ Bus Passenger Survey of about 45,000 passengers indicates overall satisfaction is high.
“The bus passengers that you are currently moving, by and large, are pretty satisfied with what they are getting.”
Mr Smith says the research showed journey times are “not bad”. Value for money – “a key litmus test for consumers” – is perhaps not where it could or should be, although scores had improved for buses as a direct result of contactless, making it easier for passengers to get on board and pay, and reducing barriers to bus travel. The importance of the bus driver to turning an OK journey into a really good one “shines out”, according to the research.
On-board experience, including clean vehicles and having things like wi-fi are important for passengers, particularly young people.
Transport Focus has conducted research into younger bus travellers and their satisfaction is “markedly lower” than older groups. This includes the dislocation of information availability.
“I think getting the fare information clearer and more out there is absolutely crucial,” says Mr Smith.
Transport Focus is planning to take its research on young people and buses to six areas around England and discuss what is working well and the needs with bus operators, local transport authorities and groups involved in young people’s travel.