Arriva has embarked on a new customer engagement programme to ensure future bus development is led by consumer insight.
As part of a move to put the customer at the forefront of all decisions, Arriva has instigated its first customer, non-customer and key stakeholder engagement event and online survey to garner opinion of its current buses and solicit opinion on what is needed in the future.
The research was undertaken prior to Arriva finalising any decisions on the development and progression of its best asset – its fleet – particularly in relation to the standard Arriva Bus and the premium brand, Sapphire.
Through the process, insight was obtained from key stakeholders including Transport Focus, Guide Dogs for the Blind and Bus Users England, which all offered a unique view into the needs of passengers now and in the future.
Gillian Singh, Marketing and NPD Director for Arriva, commented: “Before we begin to consider what the buses of the future should look like, we wanted to ask our customers, non-customers and key stakeholders what they would like to see. To undertake this research and obtain what we consider to be balanced research, we embarked on an online survey and this customer and stakeholder event in Doxford.
“Our online survey, which was shared across our social media channels and via our website, has attracted almost 3,000 responses, which demonstrates how important our customers feel about this. In addition we also wanted to offer customers, non-customers and key stakeholders who may not have been able to engage online, the chance to experience our buses and feedback on their honest thoughts.
“This commitment by Arriva will allow us to have truly consumer-led development when we come to develop what is our greatest asset, our buses.
“When the research is collated, we will be armed with fantastic insight that will inform our discussions with manufacturers to create an even more user-friendly bus.”
The research is yet to be finalised but Arriva has already begun to dissect the comments they have received, particularly at the event in Doxford.
Key factors to have emerged surrounded the digital development of bus fleets and the expectation held by customers that there will be on-board technology and journey assisting technology. This reflects key development by Arriva over the previous 12 months during which time there has been vital progression with new mobile apps, such as journey planners and m-ticket apps, increasing ease of use for all passengers.
There has also been on-board development with Wi-Fi available on many buses as well as charging points and USB points. And while the survey saw praise directed to Arriva for these developments it was clear this level of on- board technology is the expectation, both for current buses – and definitely buses of the future.
Sustainability was also a key area of importance as hybrid buses also become an expectation, as does stop-start technology and low emissions.
Thoughts were also sought from disabled customers, who felt the audio visual announcements were a vital travelling tool for people with hearing or sight impairment. One attendee said he would like to see clearer disability signage not simply aimed at wheelchair users. But audio visual assets were also important to non-users as well as disabled users, as they aid new users with their journeys.
Other comments were more focused on practical advances such as on-board rubbish bins, more space for luggage and shopping as well as extra space required for guide dogs.
Key stakeholders also fed back with advice to effectively develop the buses and shared thoughts on comfort as well.
