Draft Auckland Regional Public Transport Plan: October 2012
6.6 CUSTOMER INTERFACE Objective 6: Simple, visible, and intuitive customer information and service A consistently branded network, integrated end-to-end service, and relevant and accurate customer information gives users confidence that they will reach their destination on time or be able to make a timely and convenient change to another service. A consistent brand will help customers to identify the network so it is easy to use, and also clearly integrates all elements of the network into a single multi-modal system. Auckland Transport recognises the need to provide customer information and communications material, in order to attract new customers and to encourage existing customers to continue or expand their use of public transport. Auckland Transport will ensure that customers have access to relevant, accessible, and easy-touse information on services and timetables through a variety of media. Marketing and promotion of the public transport network should not occur only when a new or revised product is launched into the marketplace. Recognising this, Auckland Transport will continue to promote the Auckland public transport system, both at a citywide scale and at local levels, to continually raise awareness and knowledge of the services available to Aucklanders. Current and potential users of the system often have very useful information to contribute to the service planning process. Auckland Transport will develop mechanisms to better harness and utilise this information with regard to possible future changes to the service network and / or supporting infrastructure. In addition to the policies listed in this section, customer service will be enhanced through the application of the policies and actions outlined in other sections, especially the vehicle quality standards in Section 6.3, integrated ticketing and fares in Section 6.4, and infrastructure in Section 6.5. Policies
Actions
6.1 Use customer feedback to continually enhance the product
a)
6.2 Provide a consistent brand for Auckland Transport throughout the region
a)
Develop better mechanisms for recording and using customer feedback, to provide a flow of market intelligence that feeds directly into continuous service improvement processes and periodic service reviews b) Increase the use of focus groups and other market research techniques to improve Auckland Transport’s understanding of the customer Develop, implement, and manage a consistent brand across all of Auckland Transport’s functions throughout the region b) Develop, implement, and manage a clear, simple, and intuitive public transport service brand (including infrastructure, vehicles, and all customer touch points) to help customers with identification and wayfinding throughout the service network c) Ensure that Auckland Transport’s brand is consistently displayed and clearly visible on all vehicles, vessels, and appropriate infrastructure so that customers can easily identify this d) Provide for Auckland Transport and operator brands to be co-branded, as appropriate 40