TRB+提高客户对按需运输的认识和理解（演讲PPT）-33页_1mb

TRB Webinar Summary: Increasing Customer Awareness and Understanding of On-Demand Transit

Background and Purpose

• Explores research findings from TCRP Synthesis 165 on customer education and awareness of on-demand mobility.
• Discusses strategies for marketing, customer outreach, and education/travel training for on-demand transit.
• Examines partnerships with TNCs, taxi companies, and microtransit providers.
• Covers media channels, target populations, partner roles, and engagement phases.

Key Terms

• Ride-hailing, Transportation Network Company (TNC), Microtransit, Digital Platform, Subsidy Program, Turnkey, Software as a Service (SaaS)

Project Phases

1. Online Targeted Survey
2. Literature Review and Scan
3. Case Studies (LA Metro, BATA)

Topics in Marketing and Outreach

• Internal: Planning and Budgeting, Partnerships and Roles
• External: Marketing Efforts, Education and Participation, Communication Methods, Performance Measurement, Surveys and Case Studies

Survey Findings

• Location factors heavily influence marketing/branding.
• Marketing/Community Outreach departments often lead efforts.
• Partnerships define activities/sub-budgets.
• Print collateral, social media, workshops/events are common marketing tools.

Key Takeaways: Tailoring Messaging

• Customized messaging for specific audiences works best.
• Adapt approaches based on local context.
• Hands-on education and comparative materials enhance understanding, especially for transitioned users.
• Example: Hall Area Transit created customer profiles for microtransit transition.

Key Takeaways: Retaining Riders

• Retention can be a challenge post-launch.
• Need to understand customer issues with the service/technology.
• Getting customers to take the first ride is often the biggest hurdle.
• Example: King County Metro tracked sign-ups vs. first/return trips.

Key Takeaways: Follow-up Efforts

• Continuous promotion pre-, at, and post-launch is crucial.
• Reminder efforts are needed as customers forget.
• Demonstrate responsiveness to feedback.
• Example: Hall Area Transit used referral bonuses and app improvements.

Key Takeaways: In-Person Engagement

• Staff presence/street education is highly effective.
• Leverage partnerships with orgs/elected officials for advocacy.
• Travel training and app assistance support adoption.
• COVID-19 impacted in-person activities.

Key Takeaways: Leveraging Partners

• Partners can contribute marketing materials, communications, and outreach.
• Clear collaboration/communication and monitoring are essential.
• Specify activities/measurements in contracts.

Key Takeaways: Measuring Benefit

• Standard metrics: Ridership, customer acquisition/retention, complaints/ratings, online engagement.
• Need for better methods to measure marketing benefit.

Key Takeaways: Planning Ahead

• Early planning and dedicated budget allocation for education/marketing are vital.

Large Case Study: LA Metro

• LA Metro: Provides various transit services including Micro (on-demand). Goal: cost-effective service, invest in tech, change transit culture.
• Service: Initially vendor-run, $1/fare, accessible minivans in 8 zones.
• Process: Communications became involved early; later absorbed by Metro Micro.
• Education/Partnerships: Partnered with Aging & Disability Network. Used vendor specialists, marketing philosophies focused on branding, location, and quick concern resolution.
• Marketing: Commercial/social media, print, referral incentives ($5 cards), customer experience measuring via KPIs/star ratings.
• Performance: Focus on customer retention.

Small Case Study: BATA

• BATA: Serves rural/urban counties. Provides local bus, fixed routes, demand response ("Link On-Demand").
• Service: Implemented "Link On-Demand" to replace/in supplement dial-a-ride. Uses vendor platform.
• Process: Needs assessment found demand for on-demand. Led by Communications Dept, supported by Operations.
• Pricing/Branding: Higher fare, kept brand name/link, differentiated via service add-on fee.
• Marketing: Used various media (postcards, email, text, social) due partly to staffing/capacity concerns. COVID impacted outreach timing.
• Operations: Monitored app vs. phone usage.

Conclusion: Final Key Takeaways

• Marketing and customer education must be an ongoing process, not just pre-launch.
• Tailor messaging and methods to the specific audience.
• Establish budgeting and evaluation mechanisms for marketing/training efforts.