2021 DART Customer Satisfaction Survey Results

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FY 2021 Customer Satisfaction Survey Briefing

Administration CommitteeOctober 26, 2021

Nevin GrinnellVice President, Chief Marketing Officer

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Board Strategic PrioritiesThis briefing supports the following Board Strategic Priorities:

1. Enhance the safety and service experience through customer-focused initiatives.

4. Pursue excellence through employee engagement, diversity,development, and well-being.

5. Enhance DART’s role as a recognized local, regional, and national transportation leader.

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• Objectives and Methodology• Overview• Topline Measures• Drivers of Satisfaction• Customer Engagement• Next Steps

Agenda

Objectives and Methodology

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• This 2021 study was the eighth wave in a continuous tracking study.

• Surveyed over 6,000 riders with a 10-minute survey • Timing - July 12th – August 20th• Monitor shifts and Identify areas where DART can improve• Determine any differences across key consumer subgroups


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• The Customer Satisfaction Survey is one measurement to assess1. Customer Service Calls2. Operations KPI’s3. Digital/Social Media metrics and qualitative information


*Continuing to review this data and qualify “Peer” agencies

Peer List

Houston Miami Cleveland SA

Detroit KC St Louis Bay Area

Phoenix LA San Diego Atlanta

NYC/NJ Salt Lake City Denver

• Please note: Only select questions are benchmarked

Overview

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• The COVID pandemic has created a societal negative halo

Overview

Top Worries

Source: Gartner Consumer Community (15-22 September 2021, n = 339).

14%2%

12%

23%

35%

14%

When do you expect your life/other people to go back to normal?

Never

Over a year

6-12 Months

2-6 Months

Within 1 Mth

It has alreadyhappened

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• Nationally, the public transportation industry has shown declines across most measures• Like the industry, DART’s survey scores have shown

declines versus 2019

Overview

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Key drivers during COVID negatively affected perception and environment• Drivers of Satisfaction

– Safety and Security– Cleanliness– Timeliness

• Segments– Rider’s perception is very different after not riding in a while– Those riding through the pandemic may have had a perception of

isolation– Operator’s attitude (in certain cases) was not positive

Overview

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• Survey results support a strategic shift to the Rider Experience and the board and agency focus on current and long-term projects aligned with development of a comprehensive Rider Experience strategy and implementation plan

Overview

Topline Measures

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• Overall satisfaction declined in 2021, due to the effects of the pandemic

Overall Satisfaction

Q17. Overall, how satisfied are you with the services provided by DART? (5-point scale, Very satisfied to Not at all satisfied)

38%

47% 45% 47%

41%45%

39%

30%

80%84% 83%

86%

81%84%

80%

65%

2012 2014 2015 2016 2017 2018 2019 2021

Very Satisfied Very/Somewhat Satisfied

• Peer agencies: 8.9 points• Nationwide: 9.8 points• DART: 15 points

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• Satisfaction declined among all Rider segments

Overall Satisfaction: Segments


80%

58%

89%

62%

83%

52%

91%

78%

2019 2021 2019 2021 2019 2021 2019 2021Reliant Commuter Corporate Commuter Task Rider Event Rider

% Very/Somewhat Satisfied (Top 2 Box)

Note: This chart is based on 50% of all respondents who were assigned segments (50% of respondents did not answer all the segmentation questions correctly and thus could not be categorized into one segment)

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• Overall satisfaction declined across all subgroups

Overall Satisfaction: Key Subgroups


85% 87%

80%83%

78% 67%80%

86%

82% 84% 82%

64%

2015 2016 2017 2018 2019 2021

Dependent rider Choice rider

81%

87%

79%83%

79% 67%

84%

86%82%

84% 81%

63%

2015 2016 2017 2018 2019 2021

Men Women

83%88%

82%

89%86%

69%82%85%

81% 81%76%

67%

2015 2016 2017 2018 2019 2021

Caucasian African American

82%

89%

80%

86% 83%

65%

83%

86%81%

83%80%

65%

2015 2016 2017 2018 2019 2021

Hispanic Not Hispanic

84%88%

76%80%

78% 67%81%

86%

79%83%

79%

63%

84% 85%

85% 87%82%

66%

2015 2016 2017 2018 2019 2021

Age 18-24 Age 25-34 Age 35+

84%87%

79%84%

78%65%

82%

88%

82%83%

81%

66%

81% 83%

81%

85%

82%

64%

2015 2016 2017 2018 2019 2021

Ultra-Frequent (More than 5x)Frequent (4-5x)Moderate/Infrequent

% Very/Somewhat Satisfied

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• Perception of DART “getting better” declined

Overall Opinion of DART: Total

Q21. What is your overall opinion of DART? (5-point scale, Rapidly getting better to Rapidly getting worse) [*Excluding respondents who said “Don’t Know.”]

66% 71% 68% 72%61% 67%

59%44%

22%21% 23% 21%

29%24%

29%

36%

13% 8% 9% 7% 11% 9% 12%20%

2012 2014 2015 2016 2017 2018 2019 2021

Overall Opinion of DART

Better (Net) Same Worse (Net)

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• Perceptions of the of DART being a good value declined

“DART is a good value for the money.”

Q19. To what extent do you agree with the following statement? “DART is a good value for the money.” (5-point scale, Agree completely to Disagree completely)

39%46% 45% 43% 43%

39%

74%78% 78% 77% 76%

70%

2012 2014 2015 2017 2019 2021

Agree completely Agree completely/somewhat agree

• Peer agencies: 8.3 points• Nationwide: 10.4 points• DART: 6 points

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36%30% 26%

21% 30% 29% 32%34%

21% 23%

24% 28%

26% 26% 25% 26%

44% 47% 50%51%

43% 45% 43% 40%

8.1

17.6

23.7

29.1

13.315.3

10.7

6.6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

10

20

30

40

2012 2014 2015 2016 2017 2018 2019 2021

Detractors Passives Promoters NPS

• DART’s NPS fell to 6.6 in 2021

Likelihood To Recommend (Net Promoter Score)

Q20. How likely are you to recommend using DART to friends or family members? (11-point scale, 0 to 10, Extremely Likely to Not At All Likely)

Average11-point

scale

7.23 7.62 7.80 7.99 7.52 7.54 7.38 7.30

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• NPS decreased across all segments but remained strong for Event Riders

Likelihood To Recommend (Net Promoter Score): Segments

6.8

(8.4)

24.4

(6.9)

9.4

(10.4)

24.0 21.9

2019 2021 2019 2021 2019 2021 2019 2021

Reliant Commuter Corporate Commuter Task Rider Event Rider

Q21. How likely are you to recommend using DART to friends or family members? (11-point scale, 0 to 10, Extremely Likely to Not At All Likely)

Note: This chart is based on 50% of all respondents who were assigned segments (50% of respondents did not answer all the segmentation questions correctly and thus could not be categorized into one segment)

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Detractors cited cleanliness, safety and timeliness as the lowest performers

56%53%

51%50%50%

48%48%

47%46%46%46%46%

44%42%

38%37%37%

35%35%

35%34%34%34%

33%32%

31%29%

Ease of purchasing trip tickets or passesEasy to use maps and schedules

Timeliness of trains (on-time)Readily available maps and schedules

Clear bus and train destination signageEasy to navigate website (DART.org)

Convenience of DART locations in relation to your home or workplaceDART train operators

Transit center employeesTelephone information operators (Customer Service)

DART Police or fare enforcement officersAccurate, real-time schedules and information about service disruptions

DART bus operatorsFrequency of service

Waiting times for connections / transfersTimely coordination of connections between trains and buses

Personal safety on DART busesTimeliness of buses (on-time)

Presence of DART Police or fare enforcement officersPersonal safety at bus stops

Personal safety in DART parking lotsCleanliness of Buses

Personal safety on platforms or at stations / transit centersPersonal safety on DART trains

Cleanliness of DART Facilities (stations / transit centers)Cleanliness of Bus stops

Cleanliness of Trains

Detractors: Top 2 Box Performance RatingsLowest Performers

Among Detractors

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• Keep panhandlers away

• More security on trains/at stations

• Cleaner buses, no homeless allowed, more security on buses and trains, and signage on both

• Frequency of buses and trains

• Expand service coverage to more areas

• Water stations and bathrooms

• Phone charge stations. Sanitize and Wifi.

• More sit-down covered bus stops in locations where there are no places for covered sitting

• Buses on time

Open ended responses – Coded by top categories

Q36. In your opinion, how could DART improve its service for you? (Open-End)

Suggested Improvements 2014 2015 2017 2019 2021

Security/Safety/Rule Enforcement (Net) 6% 8% 9% 16% 23%Improve cleanliness (buses, trains, stations, etc.) 4% 5% 7% 10% 12%

More professional and courteous drivers 5% 6% 6% 6% 7%

On-time service 13% 12% 16% 13% 7%

Expand area of operation (Subnet) 8% 9% 7% 9% 6%

Infrastructure or facility improvements 5%

More frequent service (Subnet) 16% 11% 11% 11% 4%

Upgrade/repair buses and trains 4%Improve customer service on buses and trains 3% 4% 4% 4% 4%

Better status updates/notifications on website, app; info about routes/schedules 2% 2% 3% 4% 3%

Extend hours of operation 4% 3% 3% 3% 2%

Lower fares 5% 6% 4% 3% 2%

Coordinate bus and train connections 3% 3% 2% 2% 1%

More accessible to elderly and disabled 1%Nothing – service is good or noticeably improving 9% 7% 10% 10% 12%

Don't know 2% 3% 2% 3% 7%

Safety and cleanliness top the list of desired improvements to DART services

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49%58%

71%

1st time 0 – 12 months >1 year

• Experienced riders have a more favourable riding experience than newer riders

Satisfaction metrics by tenure with DART

Satisfaction With DART : % Very/Somewhat Satisfied

Likelihood to Continue Using DART : % Very/Somewhat Likely

Overall Opinion of DART :% Getting Better (Net)

50%

65%

81%


33% 37%48%


52%

66%74%


“DART is a good value for the money.”: % Agree Completely/Somewhat (Net)

-9.2

-1.7

12.7


Likelihood To Recommend :NPS

Drivers of Satisfaction

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• Transfers and Timeliness of buses rose, while other measures declined

Timeliness

83%

62%55%

51% 50%

81%

69%65% 63% 61%

80%73% 71% 70% 68%

78%

67%63% 60% 57%

79%

65%59% 57%

54%

68%63%

58% 58% 55%

Timeliness of trains Frequency of service Timely coordination ofconnections between

trains and buses

Waiting time forconnections/transfers

Timeliness of buses

2012 2014 2015 2017 2019 2021

Note: This question was not asked in 2016. Q32. How would you rate DART’s performance on the following criteria?

Benchmark comparisons for 2019-2021• Peer agencies: 7.6 points• Nationwide: 9.4 points• DART: 2 points

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• DART safety scores declined significantly across all safety areas.

Safety/Security

Note: This question was not asked in 2018.Q32. How would you rate DART’s performance on the following criteria?

68% 70%75%

66%

57%

72%74% 73% 75%71% 68% 71%74% 71% 73% 71% 69% 70%72%

68% 68% 68% 65% 64%69%

62% 64% 64% 61% 63%

53% 50% 49% 51% 51% 51%

Onbuses

Onplatforms

Ontrains

Inparking

lots

At busstops

DART policepresence

2012 2014 2015 2017 2019 2021


Benchmark comparisons for 2019-2021:• Peer agencies: 11.8 points• Nationwide: 12.3 points• DART: 10 points

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• DART performance on cleanliness declined across the board

Cleanliness


64%

44%52%

64%70%

63% 65%68%71% 68% 68% 68%

63% 61% 60%56%59% 58% 55% 53%

45% 48%44% 43%

DARTfacilities

Buses Busstops

Trains

2012 2014 2015 2017 2019 2021



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• DART experienced a decline across all customer service measures

Customer Service


75% 75%71% 72%

63%

76% 75% 76% 75%71%

78% 76% 77% 76% 75%76% 75% 74% 73% 72%75% 74% 74% 71% 72%

61% 61% 62% 61% 59%

Transit centeremployees

DARTpolice

Trainoperators

Telephone informationoperators

Bus operators

2012 2014 2015 2017 2019 2021


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• Communication declines across most measures

Communication

Note: This question was not asked in 2016. **New categories in 2021Q32. How would you rate DART’s performance on the following criteria?

79%74%

66% 64%

79% 77%72% 71%

79% 77% 75% 74%77% 77%68% 65%

75% 75%

61% 61%69%

64% 67% 64% 64%

Easy touse maps

and schedules

Readilyavailablemaps andschedules

Timely infoaboutservice

disruptions

Enough infoaboutservice

disruptions

** Clear busand train

destinationsignage

** Easy to navigatewebsite (DART.org)

** Accurate, real-timeschedules and

information aboutservice disruptions

2012 2014 2015 2017 2019 2021

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• The ratings for convenience attributes have declined

Convenience

Note: This question was not asked in 2016 or 2018. Q32. How would you rate DART’s performance on the following criteria?

76%71%

79%74%78% 77%

80%75%

81%73%73%

63%

Ease of purchasingtickets/passes

Convenience of DARTlocations in relation

to home/work

2012 2014 2015 2017 2019 2021

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• Over 50% of Riders have experienced Buses not showing up

Bus Operations

0%

10%

20%

30%

40%

50%

60%

Reliant Commuter CorporateCommuter

Task Rider Event Rider

53% 53% 52% 53%47%

43%49%

33%

Bus Operations

Not Shownig Up Not Stopping

Q34. In the past 6 months, how often have you experienced a problem with your bus not showing up at all? Q34. In the past 6 months, how often have you experienced a problem with your bus not stopping to pick you up?

Customer Engagement

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• Cash is still the primary purchasing mechanism

DART pass purchase: Segment Analysis

39% 41% 46%59%

24% 20%21%

22%23% 23% 14%

14%9%6% 14%

3%3% 8% 4% 1%2% 1% 2% 1%

Reliant Commuter Corporate Commuter Task Rider Event Rider

Other

CorporatePass

GoPass TapCard

GoPass App

Credit / DebitCard

Cash

Note: These charts are based on 50% of all respondents who were assigned segments (50% of respondents did not answer all the segmentation questions correctly and thus could not be categorized into one segment) Q7. How do you typically pay for the DART passes you use?

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• Calls to the call center and answering promptly both declined – differs from KPI’s

Call Center contact in past 6 Months

Q33. In the past 6 months, have you contacted the DART Telephone Information Center (Customer Service)?Q33a. If yes, was your call answered promptly?

61%

47% 47%39%

32% 31%

81% 84% 84% 79% 76%

62%

0%

20%

40%

60%

80%

100%

2012 2014 2015 2017 2019 2021

Call Center Engagement

Contacted Call Center Answers Promptly

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• “No show/no pull-out” complaints increased by 3x

Customer Service Calls

Feedback Type2021

Jan-AugMthly

Avg%/

Total2020 Mthly

Avg%/

Total2019 Mthly

Avg%/

Total2018 Mthly

Avg%/

TotalRules Enforcement 159 20 1.2% 809 67 5.8% 753 63 4.3% 523 44 3.2%Unclean 400 50 3.1% 560 47 4.0% 428 36 2.5% 480 40 2.9%Passenger Disturbance 46 6 0.4% 119 10 0.9% 187 16 1.1% 118 10 0.7%Passenger Security 49 6 0.4% 82 7 0.6% 97 8 0.6% 105 9 0.6%FCR-Other Feedback 412 52 3.2% 872 73 6.3% 672 56 3.9% 848 71 5.2%Failure to Follow SOP 976 122 7.5% 1,456 121 10.5% 1,539 128 8.9% 1,220 102 7.5%Unsafe Operation 413 52 3.2% 522 44 3.8% 941 78 5.4% 917 76 5.6%

Sub-Total 2,455 307 19.0% 4,420 368 31.8% 4,617 385 26.7% 4,211 351 25.8%

Discourteous 1,234 154 9.5% 1,545 129 11.1% 1,585 132 9.2% 1,878 157 11.5%Late 1,983 248 15.3% 2,628 219 18.9% 4,630 386 26.7% 4,448 371 27.2%Early 230 29 1.8% 377 31 2.7% 580 48 3.3% 759 63 4.6%No Show/No Pull Out 5,877 735 45.4% 3,397 283 24.5% 4,051 338 23.4% 3,186 266 19.5%Passby 1,157 145 8.9% 1,521 127 11.0% 1,856 155 10.7% 1,844 154 11.3%

Sub-Total 10,481 1,310 81.0% 9,468 789 68.2% 12,702 1,059 73.3% 12,115 1,010 74.2%

TOTAL 12,936 1,617 13,888 1,157 17,319 1,443 16,326 1,361

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Feedback 2021• Rules Enforcement

– Lack of police presence at station– Operator not asking customer to put on

masks; no masks on bus– Customers playing loud music; open

alcohol containers

• Cleanliness– Bus stop need cleaning; trash can need to

be emptied/overflowing– Trash on bus needs cleaning– Clean bus seats/black seats deep cleaning/

bio-hazard on train

• Passenger Disturbance/Security– Lack of police presence; smoking on train,

harassment at stations; – Smoking on train; loud music– Homeless taking up seats, more homeless

on trains– Fighting on trains

• Failure to Follow SOP– Operator talking without mask and clear

door open– Asked to leave bus because operator taking

break– Operator would not lower ramp– Operator did not pull into Transit Center– Operator did not use bus bay– Operator stopped but did not open doors– Operator did not allow me on bus because

I did not have mask– Operator told them he could not pick the

up but did not say why

Next Steps

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• Analyze additional measurements- Social Media data - Meltwater and Alpha Vu- Operations KPI’s- Call Center

• Continue to benchmark against other agencies

• Align agency on current projects that address key drivers of satisfaction

• Develop Customer Experience strategy and Implementation plan

Next Steps

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Timeliness Safety/ Security Communication• New Bus Network Plan• Real Time Information and

integration across digital platforms

• GTFS-R Service Alerts Integration to Platforms

• LED Lighting Installations • Upgrade of CCTV’s on the

platforms• See-Something/Say Something

Integration to GoPass App

• Website redevelopment• LRV LED Destination Sign Retrofit• Passenger Information Display

System replacement• LRV Onboard Passenger

Information system

Cust. Service Convenience Cleanliness• Kiosk Alerts and real time

information• Fiber completion on the Blue Line

– system complete• Introduction of Service

Protection / Rescue Rides• Additional reporting criteria

within the GoPass App reporting function

• Platform Extension• Improvement of DART.org trip

planning tools• Integration of TNC into GoLink

• Rail/bus Vinyl Seat installation • LRV Rehab / Replacement• New Buss Acquisitions

• CNG & EV Medium Duty• Long Range Electric

• Onboard Vehicle Hand Sanitizer and Mask Dispensers

• Consolidated LRV & Bus Cleaning and Disinfecting Services

Next Steps: Current Projects

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Focus Groups (3 weeks)

•Recruiting•Online focus groups

• ID ethnography respondents

Mobile Ethnography

(3 weeks)

•Finalize recruiting

•Ethnography (7 days)

•Follow up webcam ID’s

Reporting•Full Report •Rider insights•Desired rider experience

•Establish gap•Areas to meet needs•Areas to brainstorm to delight

10/23 – 11/15

10/4 – 10/229/27 – 10/3

12/20

Kick-Off(1 week)

•Project Kick off and Screener

•Launch screener

• The rider journey research is designed to gain a deeper understanding into rider needs and opportunities

Next Steps: Rider Journey Research Path

Thank you

2021 DART Customer Satisfaction Survey Results

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