MyCiTi Customer Insights Programme Summary Presentation · of customers’ familiarity and...
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MyCiTi Customer Insights Programme Summary Presentation August 2014
Transcript of MyCiTi Customer Insights Programme Summary Presentation · of customers’ familiarity and...
MyCiTi Customer Insights Programme
Summary Presentation
August 2014
• Why conduct a study in the first place?
• The what’s and how’s of the study
• What is the Engager Model?
• Insights over time
– The importance of choice of mode of transport
– The presence of MyCiTi
– Uptake as a regular commute option
– Who are we competing with for non-users?
– The experience of users
– How we are viewed versus other options by non-users?
– Are we engaging the public emotionally? Are we creating fans?
– Are we using the right communications tools and is our message getting through?
– How are people reacting to the card payment system? Are there any issues?
• The latest wave’s watch points
Contents
2
3 3
Why conduct a study in the first place?
4
A tracking study is ……
Market research (interviews with the public)
That happens repeatedly over time
To monitor the performance of a product or
service (experience or perception or feeling)
In order to pick up and address issues as
they occur
Firstly, what is a
tracking study?
5
A tracking study ……
Allows us to keep an ear to the ground
among the commuting public so that ….
We can understand and address any
issues that our users have with the service
and the brand
We can understand and address any
barriers (real or imagined) that those not
using us have
We can tailor our actions (operational and
marketing/comms) in a focused way to
achieve our goals
Why is it important to
conduct one in the
first place?
6
Couldn’t we just make an educated guess? We could but ….we come from
relatively similar context which is different from many of our commuters, so
we will always frame things according to our context and not theirs
MEASURE • Presence • Uptake • Experience • Media
MEASURE • Satisfaction • Engagement
A world class service for all
DELIVERY OF PROMISE
Pride, emotional connection
ADVOCACY & DESIRE
MARKETING OPERATIONS
AMPLIFIED ATTRACTION + RETENTION = STABLE & GROWING COMMUTER BASE
7
The what’s and how’s of the study
8
Overarching project objectives
Existing markets
(routes currently served – CBD, Table View,
Airport, Woodstock/Salt River, Montague
Gardens, Century City residential areas,
Atlantic Seaboard, Melkbosstrand, Du Noon,
Atlantis & Hout Bay)
• Gauge client satisfaction & experience
across service touch points
• Measure the awareness and understanding
of MyCiTi communications
• Measure the MyCiTi brand equity & monitor
this over time
A
Future markets
(Short/Medium term: Mitchells Plain &
Khayelitsha)
• Measure awareness of the intended service
roll out & current levels of understanding
• Identify information gaps and needs
• Measure perceptions & expectations of the
service
• Measure MyCiTi brand equity pre & post
launch
B
9
What is the Engager model?
Engagement:
How we define and measure it
10
Brand engagement describes a deeper brand relationship, one that is driven by an open,
engaging and participatory conversation between brands and the people they want to talk to.
It reflects new understanding and models of how brands and communications work.
Engager is driven by five principles:
1. People’s response to brands is primarily
unconscious, emotional and multi-faceted
2. Brand behaviour is more important than
brand attitude
3. The biggest influence on behaviour is the
behaviour of others
4. Open, participatory brand relationships,
involving a two-way dialogue, build stronger,
deeper brand engagement, advocacy, sales
and loyalty
5. Brand advocacy is more powerful than
communication alone
Engagement:
What each dimension represents
11
Explores the influence of other
people on perceptions and
decisions Goes beyond awareness
to understanding the depth
of customers’ familiarity and
experience
Measures the clear
expression of a brand’s
overall vision
Identifies if people view a brand
as being genuine and true to
their image
Looks at emotional
proximity to the brand Seeks to understand the
depth of a brand within a
consideration set
Understands the extent that
people will fight through barriers
to act on their attitudinal
commitment to the brand
Measures the amount that
people interact with and offer
input to the brand
Looks at the level of
recommendations and tone of
conversations around the brand
12
Insights over time
13
Why do we want to know this?
Users: Are we a true part of the fabric of
their lives and the cityscape?
Non-users: Are we top of mind so that if
barriers are removed we are considered as a
first alternative?
The presence of
MyCiTi
100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
78.0
93.0
81
96
75
97 93
97 98.0 98.0 98
86
99 98 95
93
31.0 29.0
34
42
33
42
24
41
0
20
40
60
80
100
Q 1 (Aug '12) Q 2 (Oct '12) Q 3 (Dec '12) Q 4 (Mar '13) Q 5 (Jun '13) Q 6 (Sep '13) Q 7 (Nov '13) Q8 (May '14)
User - Total Aware Non-user - Total Aware User - Top of Mind Non-user - Top of Mind
Press around Khayelitsha launch and strike , as well as
a resurgence of presence on some existing routes may
have contributed to this increase in top of mind
awareness amongst non-users BUT still below 50%.
Awareness of MyCiTi over time In the latest wave, top of mind awareness of MyCiTi among non-users has
increased significantly
100% aware
0% aware
Source:Q1a: Spontaneous awareness and Q1b Aided Awareness of transport methods
6
8
12
0
44
42
44
48
24
20
40
16
72
78
84
92
52
58
52
52
72
72
60
80
Khayelitsha
Mitchell's Plain
Du Noon residential
Atlantis residential
Hout Bay residential
Hout Bay
Atlantis
Du Noon
Melkbosstrand
Atlantic Seaboard
Century City residential
Montague Gardens
Woodstock-Salt River
Table View
City Centre residential
Spontaneous
Aided Awareness
47
3
12
20
4
40
84
64
44
59
32
95
47
73
76
80
72
56
16
32
48
36
68
5
Non-user: Awareness of MyCiTi amongst non-users Very low spontaneous recall of MyCiTi amongst non-users on current routes; Table View, Montague Gardens
as well as on new routes such as Melkbosstrand, Du noon, Atlantis & Hout Bay
Source:Q1a: Spontaneous awareness and Q1b Aided Awareness of transport methods
Quarter 7
(n=375)
Pla
nn
ed
Rou
tes
Curr
en
t R
ou
tes
Quarter 8
(n=300)
100
92
96
100
96
100
96
92
96
100
78
86
100
95
92
96
100
96
76
88
100
78
86
100
What are the key take-outs?
User top of mind awareness remains stable at
high levels
Non-user top of mind awareness has improved,
but there are still over 50% who do not have
the service as top of mind
Areas where top of mind awareness needs to
be improved amongst non-users are Hout Bay,
Du Noon, Atlantis and Mitchell’s Plain
Key points
17
Why do we want to know this?
Is the service being adopted as a regular part
of commuter’s daily lives or just as an
occasional means of transport
Regular commuting would mean the
objectives of providing an alternative means
of daily transport and a stable commuter
base have been achieved
Uptake as a regular
commute option
85
78
91
73
87
98 94
88
78
100
74 68
33
13
40
24
44
6
28 22
46
36
60
36 38
16
40
24
40
6
54
22
46 52
86
24
7 7 5
13 11
0 2 4
19
4 4 8 9
24% 5% 16%
11
2 4 0
3
12 8
32
0
20
40
60
80
100
Use
r (n
=5
25
)
CB
D (
n=
45*)
Tab
le V
iew
(n
=4
3*)
Airp
ort
(n
=4
5*)
Wo
odsto
ck/ S
alt
Riv
er
Are
a (
n=
45
*)
Mo
nta
gu
e G
ard
en
s(n
=5
0)
Ce
ntu
ry C
ity (
n=
50
)
Atla
ntic S
eab
oa
rd(n
=5
0)
Me
lkb
osstr
and
(n=
72)
Du
Noo
n (
n=
50)
Atla
ntis (
n=
50)
Ho
ut B
ay (
n=
25
*)
For commuting to and from work For trips and outings on the weekends
To go on shopping trips For special events such as concerts/sports events
Other
User: Purpose for current MyCiTi usage amongst users MyCiTi is mainly used to commute to and from work in all areas but to a lesser extent in the CBD,
Melkbosstrand, Atlantis & Hout Bay. There is an opportunity for MyCiTi to convince people to use the
service for more than commuting to work and for driving use as a commuter service
Source:Q3b: For which purposes are you currently using the MyCiTi bus service? Routes: Route respondent was recruited at
Added in Q5
Quarter 7 & 8
*Caution: Small sample size
Added in Q8 Added in Q7
What are the key take-outs?
Uptake of the service as a regular commuting
option is strong and users are convinced that
MyCiTi is the ideal transport option.
However, there could be a stronger presence of
regular commuters in Hout Bay – a need to
investigate reasons for not taking up as a
regular commute and determine whether there
are actions that can be taken. If there is simply
a lack of need, a smaller service could be
considered. If there is a need, but the service
is not being used, understand whether this is
about scheduling or some other barrier.
The service is currently attracting people away
from private cars and Golden Arrow.
Key points
20
Why do we want to know this?
Who we need to recruit commuters from will
determine the type of barriers we will face
and therefore the messaging we will need to
use to convince them to change
Who are we
competing with for
non-users?
21
3%
5%
0%
40%
2%
42%
1%
6%
0%
11%
21%
3%
48%
5%
54%
1%
18%
0%
42%
54%
10%
73%
12%
68%
9%
55%
0%
Train
Walking
Bicycle
Private cars (incl.motorbike &…
Lift clubs
Minibus taxi
Sibanye bus
Golden Arrowbus
MyCiTi bus
Ever used Use nowadays Use most often
Non-User: Use of transport methods Key competitors remain private cars and minibus taxis. There has been an increase in the use of Golden
Arrow this quarter. This may be attributed to issues with the train which has seen a decrease in use.
Source:Q2a: Transport methods ever used, Q2b: Use Nowadays, Q2c: Use most often, 2d
6%
1%
0%
35%
5%
49%
0%
3%
0%
15%
22%
0%
39%
9%
55%
0%
5%
0%
50%
58%
9%
69%
29%
65%
6%
43%
3%
5%
1%
0%
41%
1%
41%
2%
10%
0%
13%
12%
1%
46%
3%
51%
5%
14%
0%
43%
60%
18%
73%
16%
73%
9%
44%
1%
Quarter 5 (n=300) Quarter 6 (n=251) Quarter 7 (n=375)
3%
2%
0%
38%
1%
39%
5%
12%
0%
6%
5%
0%
46%
2%
48%
7%
23%
0%
39%
36%
4%
76%
9%
74%
16%
64%
7%
Quarter 8 (n=300)
Significant decrease from Q7
Significant increase from Q7
Non-User: Ideal method A positive trend in more people viewing MyCiTi bus as the ideal method of transport. Increased presence in
the Khayelitsha area is likely to have driven this number up.
32 28
11
30
21
33
25 21 29
43
68
37
50 44
48
30
14 14 12
23 18
7
17
37
8 9 5 4 2 3
6 8 6 2 2 1 3
0 0 0 0
20
40
60
80
100
Q1 (n=468) Q2 (n=257) Q3 (n=180) Q4 (n=227) Q5 (n=300) Q6 (n=251) Q7 (n=375) Q8 (n=300)
Minibus taxi Private cars (incl. motorbike & scooters)
MyCiTi bus Golden Arrow bus
Sibanye bus Walking
Lift Clubs Train
Q2d: Ideal transport
What are the key take-outs?
Decreases in use of private cars and minibus
taxi’s suggests that MyCiTi is managing to
attract people from these forms of transport.
However, these remain the key acquisition
targets.
The issues experienced with the trains recently
appears to have led to an increase in the use of
Golden Arrow buses.
Key points
24
Why do we want to know this?
We need to know whether users are satisfied
and identify any areas of dissatisfaction that
we need to address
The experience of
users
MyCiTi User: MyCiTi Brand Association: Quarter 1 to 8 Being trusted to be on time is of particular concern since it has dropped below the 80% association mark
this quarter.
Source:Q15: For each statement that I read out to you, please tell me which transport modes you would say it applied to?
99 99 98 97 96 96
95 95 94
90
98 97 97
94 95 95
92
96 94 94
91
99 99 100
96
100 99 99
95 96
98 100 99 100 100
99
99 98
99 97
98 98 96
97 95
93
98 98 99 99
91
97
70
80
90
100
110
Offe
r com
mu
ters
a c
om
fort
ab
lerid
e
Offe
r a q
ualit
y s
erv
ice
Ca
ter
for
peop
le w
ith s
pecia
lne
eds
Are
ea
sie
r to
use th
an o
the
rpu
blic
tra
nspo
rt
Are
worl
d-c
lass p
ub
lic t
ransport
serv
ices
Are
serv
ice
s t
hat
Cap
eto
nia
ns
can b
e p
roud o
f
Giv
e y
ou g
rea
t valu
e f
or
mo
ney
Un
ders
tand
the
tra
nsp
ort
ne
eds
of
peo
ple
Are
responsiv
e t
o c
om
mute
rs’
needs
Ca
n b
e tru
ste
d to b
e o
n tim
e
Offe
r a
serv
ice I c
an
aff
ord
Are
safe
form
s o
f pub
lictr
an
sp
ort
*
Ha
ve
ve
hic
les w
hic
h a
re c
lean
an
d w
ell
ma
inta
ined *
Are
ea
sy to
get
in a
nd
ou
t of
*
Ma
ke
you f
eel w
elc
om
e *
Are
for
eve
ryon
e *
Q 1 (n=244) Q 2 (n=125) Q 3 (n=170) Q 4 (n=125)
Q 5 (n=150) Q6 (n=99) Q7 (n-225) Q8 (n=300)
Added Quarter 3
9.0 8.8 9.1 9.2 9.1
8.4 8.4 8.1 8.2 8.3 8.3
8.4
8.0 8.2
8.3 8.6 8.2
8.8 8.8 8.4
9.1 8.9 8.8 8.7 8.8
8.7 9.0
8.1 8.3
9.2 8.8 8.6
8.9 9.2
8.9 9.1
6
8
10
Tota
l
Ta
ble
Vie
w M
ain
Tab
le V
iew
Fee
der
Airpo
rt
CB
D
Wood
sto
ck/S
alt
Riv
er
Atla
ntic
Seab
oard
Me
lkbo
sstr
an
d
Du
Noo
n
Atla
ntis
Ho
ut B
ay
Q 3 Q 4 Q 5 Q 6 Q7 Q8
User: Overall satisfaction with MyCiTi amongst users
Source:Q5: Thinking about the experiences that you have had using MyCiTi bus service, please tell me how satisfied you are with each of the following?
ROUTES USE REGULARLY
87 85 89 88 91 80 80 75 70
78 80 82 90
84 90 85 85
91 90 80
100 90 90 94
88 85 86
67 77
91 85 87 86 85
93 87
73
89
0
20
40
60
80
100
120
Tota
l
Tab
le V
iew
Ma
in
Tab
le V
iew
Fee
de
r
Airp
ort
CB
D
Wo
odsto
ck/ S
alt
Riv
er
Atlantic S
eaboard
Me
lkb
osstr
and
Du
Noo
n
Atla
ntis
Ho
ut B
ay
Ce
ntu
ry C
ity
Mo
nta
gu
e G
ard
en
s
Q4 Q5 Q6 Q7 Q8Top 3-box% Apart from Table View Feeder, Airport &
Century City, overall satisfaction remains
stable in all other areas
*Caution: Small sample size
Rating Q8 Total TV Main TV Feeder
Airport CBD W/stck/ Salt Riv.
Atlan. Sea/b
Melk-bos
Du Noon
Atlantis Hout Bay
Cent. City
Mont. Gard.
Overall Satisfaction 4.33 4.49 4.06 4.16 4.61 4.39 4.32 4.47 4.58 4.43 4.53 4.13 4.18
Ease of getting on/off 4.60 4.62 4.73 4.61 4.87 4.85 4.64 4.71 4.76 4.39 4.79 4.62 4.32
Feeling safe on the bus 4.60 4.67 4.59 4.73 4.76 4.79 4.52 4.75 4.70 4.36 4.65 4.71 4.32
Cleanliness 4.64 4.72 4.79 4.48 4.95 4.82 4.65 4.74 4.87 4.40 4.83 4.69 4.41
Appearance 4.60 4.70 4.77 4.43 4.80 4.82 4.65 4.76 4.84 4.44 4.72 4.64 4.42
Easy of travelling with young children/special needs
4.45 4.53 4.59 4.65 4.66 4.71 4.42 4.66 4.75 4.33 4.69 4.50 4.05
Comfort 4.59 4.66 4.62 4.52 4.87 4.88 4.53 4.82 4.76 4.35 4.72 4.59 4.35
Ease of travelling with parcels/luggage
4.55 4.56 4.71 4.67 4.76 4.74 4.65 4.72 4.74 4.37 4.79 4.54 4.20
Professionalism of driver 4.29 4.28 3.99 4.48 4.51 4.53 4.26 4.46 4.19 4.31 4.51 4.19 4.24
Arriving at destination on time
4.08 3.88 3.78 4.50 3.81 3.73 4.25 4.28 3.57 4.10 4.31 3.84 4.07
User: Satisfaction with MyCiTi amongst users – Scores out of 5 On the Bus
4.80 or above – A real strength
4.00 to 4.79 – Doing fine, no cause for concern
3.99 or below – A cause for concern, needs addressing
Rating Q8 Total TV Main TV Feeder
Airport CBD W/stck/ Salt Riv.
Atlan. Sea/b
Melk-bos
Du Noon
Atlantis Hout Bay
Cent. City
Mont. Gard.
Overall Satisfaction 4.33 4.49 4.06 4.16 4.61 4.39 4.32 4.47 4.58 4.43 4.53 4.13 4.18
Sufficient lighting at site 4.55 4.65 4.69 4.57 4.78 4.80 4.64 4.75 4.82 4.29 4.63 4.38 4.27
Cleanliness at site 4.59 4.61 4.77 4.59 4.86 4.82 4.70 4.72 4.77 4.28 4.77 4.58 4.27
Feeling safe while waiting 4.58 4.66 4.77 4.70 4.82 4.79 4.57 4.71 4.79 4.38 4.64 4.50 4.28
Bus fare charged 4.42 4.46 4.58 4.77 4.72 4.55 4.35 4.67 4.75 4.15 4.47 4.27 4.07
Availability of route/timetable
4.29 4.53 4.55 4.52 4.38 4.23 3.83 4.60 4.75 4.12 3.86 4.33 4.30
On time arrival and departure
3.90 3.66 3.73 4.34 3.41 3.27 4.11 4.10 3.43 3.98 4.08 3.62 3.97
Availability of MyConnect card facilities
4.22 4.29 4.59 4.64 4.59 3.92 4.00 4.42 4.63 4.15 4.13 3.74 3.89
User: Satisfaction with MyCiTi amongst users – Scores out of 5 At the station/site
4.80 or above – A real strength
4.00 to 4.79 – Doing fine, no cause for concern
3.99 or below – A cause for concern, needs addressing
What are the key take-outs?
Overall, while the issue of the professionalism
of the drivers appears to have been addressed
in most areas, there is some criticism around
the on time arrival and departure of buses.
Ease of travelling with children or disabled
people is still something of a concern,
particularly in the CBD and Du Noon.
Routes where satisfaction has dropped are:
Tableview Feeder routes – issue with professionalism of
bus drivers remains, ease of travelling with
children/parcels and on time arrival and departure
Airport – issue with ease of travelling with children and
people with special needs
Century City – Professionalism of driver remains an issue
in this area, ease of travelling with children/special needs,
on time arrival and departure and availability of recharge
facilities
Atlantic Seaboard has also shown a decline, but the
overall rating is still well above 80% and therefore still
good
Key points
30
Why do we want to know this?
We need to know what barriers exist for us
versus other options so that we can remove
them – what advantages do alternative
options have that we need to own?
What are our strengths (and competitor
weaknesses) that we can capitalise on?
How are we viewed
versus other options
by non-users?
60%
49% 49% 47% 47% 53%
58% 61% 60%
57% 51%
59% 62%
54%
45%
59%
32% 34% 34%
27% 30%
37%
19%
33% 27%
38%
46%
38% 37% 35% 30%
49%
15% 11% 12% 10%
13% 8%
16% 11%
15% 17% 16% 14% 15% 10%
21% 26%
46%
27% 31%
37%
20%
29% 24%
30%
48%
26% 27%
42%
29%
51%
5% 3% 5% 3% 5% 4% 5% 3% 5% 6% 9% 7% 6% 7% 5%
12%
5% 6% 6% 2% 3% 6%
1%
8% 5% 7%
13%
5% 2%
9%
2%
21%
0%
Offe
r a
qu
alit
y s
erv
ice
Giv
e g
reat
va
lue
for
mone
y
Easie
r to
use t
han
oth
er
pu
blic
tra
nspo
rtserv
ices
Re
sp
onsiv
e t
o c
om
mute
rs' n
eed
s
Ca
n b
e tru
ste
d to b
e o
n tim
e
Un
ders
tand
tra
nsp
ort
ne
eds o
f peo
ple
in
city
Ca
ter
for
peop
le w
ith s
pecia
l nee
ds e
.g.
dis
able
d
Serv
ices C
ap
eto
nia
ns c
an b
e p
rou
d o
f
World
-cla
ss p
ublic
tra
nsp
ort
serv
ices
Offe
r com
mu
ters
co
mfo
rtable
rid
e
Offe
r serv
ice I
can a
fford
Safe
form
s o
f pub
lic t
ranspo
rt
Vehic
les a
re c
lea
n a
nd w
ell
ma
inta
ined
Easy t
o g
et in
an
d o
ut o
f
Ma
ke
you f
eel w
elc
om
e
For
eve
ryon
e
MyCiTi Golden Arrow Sibanye Minibus taxi Lift clubs Train None
Non User: MyCiTi Brand Association: Quarter 8 Positive associations amongst non-users pertaining to quality service, a service Capetonians can be proud of, a world class public
transport service and always clean/well maintained.
It is perceived not to be value for money, not affordable, not easy to get in & out of, not making you feel welcome & can’t be trusted
to be on time
Source:Q15: For each statement that I read out to you, please tell me which transport modes you would say it applied to?
Quarter 8
(n=300)
Non-User: MyCiTi Brand Association: Quarter 1 to 8 There has been an improvement since the previous wave
Source:Q15: For each statement that I read out to you, please tell me which transport modes you would say it applied to?
67
61 62
67
60
66 68 69 68 72
52 47
41
48 44 45
55 50 51 52
31 29 31
19
34 32
35
43
34 33 33 35
39
24
46 55
46 51 52
47
57 59 62
58 55
51
61 58 59
51
60
0
10
20
30
40
50
60
70
80
90
100
Offe
rs a
qua
lity s
erv
ice
Giv
e y
ou g
rea
t valu
e f
or
mo
ney
Are
ea
sie
r to
use th
an o
the
rpu
blic
tra
nspo
rt s
erv
ice
s
Are
respon
siv
e to c
om
mu
ters
'ne
eds
Ca
n b
e tru
ste
d to b
e o
n tim
e
Un
ders
tand
the
tra
nsp
ort
ne
eds
of
peo
ple
in th
e c
ity
Ca
ter
for
peop
le w
ith s
pecia
lne
eds
Are
serv
ice
s C
ape
ton
ian
s c
an
be
pro
ud o
f
Are
worl
d c
lass p
ublic
tra
nsp
ort
serv
ices
Offe
r com
mu
ters
a c
om
fort
ab
lerid
e
Offe
r a
serv
ice I c
an
aff
ord
Are
safe
form
s o
f pub
lictr
an
sp
ort
Ha
ve
ve
hic
les w
hic
h a
re c
lean
an
d w
ell
ma
inta
ined
Are
ea
sy to
get
in a
nd
ou
t of
Ma
ke
you f
eel w
elc
om
e
Are
for
eve
ryon
e
Q 1 (n=244) Q 2 (n=125) Q 3 (n=170) Q 4 (n=227)
Q 5 (n=300) Q6 (n=251) Q7 (n=375) Q8 (n=300
Added Quarter 3
What are the key take-outs?
Overall, MyCiTi is perceived more positively
than other forms of transport
However, the perceived affordability and ease
of use remain something of a barrier for non-
users
Key points
34
Why do we want to know this?
The more engaged and emotionally
connected a person is to a brand, the less
likely they are to use a different one and the
more likely they are to advocate for a brand,
drawing in new users
Non-users who are engaged are more likely
to use the brand in the future and provide
growth
Are we engaging the
public emotionally?
Are we creating fans?
35
Q7 to Q8 MyCiTi
Users
Table
View
Main
Route
Table
View
Residen
tial
CBD Airport
route
Wood-
stock/
Salt
Riiver
Mon-
tague
Gar-
dens
Cen-
tury
City
Atlantic
Sea-
board
Melk-
bos-
strand
Hout
Bay
Du
Noon
Atlan-
tis
Engagement 142
153
147
158
150
155
146
160
145
143
144
156
129
156
148
152
134
152
150
154 151 161 151
Knowledge 137
150
140
151
144
155
145
157
139
140
140
157
127
155
147
153
125
150
140
148 146 158 136
Understan-
ding 127
143
132
148
144
147
132
154
129
126
126
155
109
143
132
140
114
144
140
136 148 153 139
Integrity 130
141
137
144
138
134
135
152
135
127
130
148
115
146
142
134
113
138
143
135 145 148 138
Commitment 121
130
127
133
127
130
124
132
118
127
119
130
114
140
130
126
127
125
123
134 124 140 125
Connection 149
152
154
150
147
155
149
154
147
149
148
150
148
161
152
150
155
156
145
149 157 155 144
Conviction 157
169
165
172
159
172
159
177
163
151
157
174
139
165
161
169
143
170
166
173 170 178 161
Advocacy 132
151
139
161
117
152
145
163
147
141
142
145 99 159
138
143
125
140
146
169 138 161 159
Sensing 121
145
123
150
145
154
129
156
127
147
122
150
108
140
130
143
107
148
131
147 141 156 139
Participation 180
158
189
188
220
156
180
137
192
115
219
148
187
150
156
177
173
139
203
160 139 142 222
Users: Unpacking Engagement The airport route is showing signs of deteriorating engagement, particularly around the conviction with which users buy into the service and a resulting drop in advocacy. The three areas where a lack of trust seems to be growing are on the airport route, Century City route and Melkbosstrand. New routes doing well.
Indices
Q6+7 ► Q7+8
CBD Table
-view
Atla
ntis
Hout
Bay
Atlantic
Sea-
board
Montag
ue
Gardens
Wood-
stock/
Salt
River
Century
City
Du
Noon
Mi-
tchells
Plain
Khaye
-litsha
Melk-
bos-
stran
d
Engagement 100►
102
115►
119
91►
114
118►
110
86►
93
88►
74
83►
98
97►
107
83►
76
93►
99
78►
84
102►
108
Knowledge 88►
71
87►
80
70►
77
94►
75
77►
74
75►
58
71►
77
80►
82
65►
59
72►
69
61►
61
86►
83
Integrity 92►
109
113►
119
88►
117
118►
112
76►
94
81►
69
73►
104
92►
109
69►
61
97►
105
69►
87
102►
109
Sensing 94►
113
118►
122
77►
110
106►
105
82►
93
84►
75
82►
86
93►
104
70►
75
80►
86
63►
56
102►
109
Advocacy 98►
101
104►
126
82►
114
104►
100
84►
84
87►
76
82►
77
85►
94
80►
72
80►
88
72►
72
87►
101
Commitment 81►
79
91►
96
80►
95
97►
90
64►
76
64►
55
62►
83
80►
92
81►
65
77►
83
66►
71
81►
87
Conviction 118►
107
131►
138
100
►
133
139►
130
104►
101
105►
91
100►
110
115►
124
98►
89
115►
119
96►
106
122►
127
Understanding 87►
92
110►
110
81►
108
109►
98
66►
74
73►
48
65►
88
82►
84
61►
52
74►
83
58►
78
92►
100
Participation 125►
114
113►
108
143
►
129
146►
125
119►
112
128►
111
140►
141
128►
128
126►
125
119►
121
125►
119
140►
133
Connection 100►
103
120►
120
94►
111
120►
114
91►
103
92►
79
79►
100
99►
112
88►
84
100►
109
87►
94
90►
100
Non-user: By route over time Hout Bay, Du Noon and Montague Gardens are slipping across a number of pillars for non-users . This indicates that attracting non-users on these routes may be difficult. These areas should be of particular priority in communication for the brand.
Planned routes; Mitchell’s Plain & Khayelitsha added in Q5/ Melkbosstrand added in Q7
What are the key take-outs?
Overall, engagement with MyCiTi has improved
since the last wave
However, there are some routes where issues
are arising
For users, the airport route, Melkbosstrand and Century
City are of some concern. Integrity (which means trust)
has declined. The brand needs to focus on building trust
on these routes. The airport route is of particularly
concern where users are not entirely convinced and not
advocating the service.
For non-users, Hout Bay, Montague Gardens and Du
Noon are declining on almost all the pillars of
engagement. This will impact the service’s ability to
attract new users in these areas and the brand needs to
focus on engaging non-users in these areas.
Key points
38
Why do we want to know this?
Using the right media for the right audience
and tailoring our messaging accordingly
makes our media spend more efficient and
our messaging more effective
Are we using the right
communication tools
and getting our
message through?
39
Total Awareness of Communication Tools
Source:Q16a: Please tell me all the places that you have seen or heard of MyCiTi? Q16b: And
please tell me if you have ever heard or seen anything about MyCiTi in any of the following places?
0
0
0
1
1
2
2
2
4
4
5
10
12
12
18
25
30
48
62
77
0 20 40 60 80 100
Cape Town Magazine
Direct mail (letters)
Mobile/cellphone app
Phone calls
Direct marketing events
SMS
Website
Other online site
Public meetings/community…
MyCiTi newsletter
Shopping centre promotions
Magazines or brochures
Radio
Local newspapers (paid for)
Flyers/pamphlets in your mail…
Community (free) newspapers
Word of mouth(from other…
USERS Quarter 8 (n=300) %
0
0
0
0
0
1
1
0
0
1
3
1
1
4
12
18
25
36
65
69
0 20 40 60 80 100
Cape Town Magazine
Direct mail (letters)
Mobile/cellphone app
Phone calls
Direct marketing events
SMS
Website
Other online site
Public meetings/community…
MyCiTi newsletter
Shopping centre promotions
Magazines or brochures
Radio
Local newspapers (paid for)
Flyers/pamphlets in your mail…
Community (free) newspapers
Word of mouth(from other…
NON-USERS Quarter 8 (n=300) %
The top media for communication about the brand are similar across users and non-users of the service. Hearing about it
from others tops the list, followed by community newspapers, flyers and local newspapers. Users of the service see the
information to a greater extent though and are also more likely to find information about MyCiTi from shopping centre
promotions, MyCiTi newsletter and online sources such as Facebook.
40
7
2
10
1
5
6
4
10
10
6
35
9
2
5
1
13
32
18
39
56
12
52
9
15
16
43
68
37
76
8
13
15
22
55
18
54
Magazines orbrochures
MyCiTi newsletter
Shopping centrepromotions
Direct marketingevents
Website
Radio
Local newspapers(paid for)
Community (free)newspapers
Flyers/pamphlets inyour mail box at…
Word of mouth/Fromother people
Spontaneous
Prompted
User: Creation of MyCiTi awareness
4
10
27
31
51
37
77
3
8
11
13
39
16
49
5
9
2
12
47
38
56
5
8
2
7
36
29
24
Quarter 4 (n=125) Quarter 5 (n=150) Quarter 6 (n=99)
Source:Q16a: Please tell me all the places that you have seen or heard of MyCiTi? Q16b: And
please tell me if you have ever heard or seen anything about MyCiTi in any of the following places?
Quarter 7 (n=225)
Significant decrease from Q6
Significant increase from Q6
Over the last year, amongst users, we have seen an increase in engagement with flyers and a decrease in
the incidence of website. Word of mouth remains strong.
Added in Q
7
10
7
10
0
3
1
8
10
17
15
19
9
5
4
2
7
3
18
20
45
34
58
Quarter 8 (n=300)
41
0
3
0
0
1
0
5
3
1
4
6
14
26
0
2
0
2
2
0
6
15
0
7
24
40
43
0
2
2
1
1
1
2
20
24
11
17
0
1
2
1
2
7
3
15
11
43
53
MyCiTi newsletter
Shopping centrepromotions
Website
Phone calls
Magazines orbrochures
Radio
Publicmeetings/communit…
Flyers/pamphlets inyour mail box at…
Local newspapers(paid for)
Community (free)newspapers
Word of mouth/Fromother people
Spontaneous
Prompted
0
0
0
1
1
0
1
11
7
6
24
0
2
2
0
2
1
2
13
4
28
32
0
0
1
1
1
13
1
20
12
20
25
0
0
0
1
4
13
1
13
9
35
43
Non-user: Creation of MyCiTi awareness
Quarter 4 (n=227) Quarter 5 (n=300) Quarter 6 (n=251)
Source:Q16a: Please tell me all the places that you have seen or heard of MyCiTi? Q16b: And please
tell me if you have ever heard or seen anything about MyCiTi in any of the following places?
Quarter 7 (n=375)
Significant decrease from Q6
Significant increase from Q6
Amongst non-users of the service, there has been increase in word of mouth, community
newspapers and flyers’ activity this quarter, along with a stable presence of radio
1
4
0
0
1
0
12
18
3
36
25
65
69
0
1
0
0
1
0
6
11
2
15
16
46
47
Quarter 8 (n=300)
42
1
33
3
1
6
8
2
4
2
3
19
3
9
0
6
8
4
1
8
20
2
22
0
26
0
6
4
11
4
10
6
7
20
Magazines
SMS
Newsletter
Word of mouth
Flyers/pamphlets in mail box
Local newspapers (paid for)
Website
Radio
Community (free) newspapers
0
13
3
12
18
2
11
8
4
14
User: Preferred channel for MyCiTi communication
Source:Q16d: And if you could choose the way you would like MyCiTi to communicate with you,
which one of these would be your first choice?
0
18
0
18
7
17
1
5
5
2
23
Quarter 4 (n=125) Quarter 5 (n=150) Quarter 7 (n=225)
99% of users have a cellphone, of which 73% own a smartphone
Quarter 6 (n=99)
Significant decrease from Q6
Significant increase from Q6
The preferred channels of communication for users are community newspapers and
significantly more in this quarter for SMS
Quarter 8 (n=300)
43
2
15
0
0
0
14
0
3
4
5
3
18
3
7
25
1
0
0
21
13
5
0
6
0
6
2
1
6
3
4
5
26
3
27
0
8
0
5
0
6
8
1
5
15
2
2
14
Non-user: Preferred channel for MyCiTi communication
Source:Q16d: And if you could choose the way you would like MyCiTi to communicate with you,
which one of these would be your first choice?
Quarter 4 (n=227) Quarter 5 (n=300) Quarter 7 (n=375)
1
17
0
0
0
13
0
1
2
2
6
11
3
6
37
MyCiTi newsletter
Shopping centre…
Mobile/cellphone app
SMS
None
Phone calls
Word of mouth
Other online site
Website
Public meetings
Flyers/pamphlets
Local newspapers…
Radio
Community (free)…
96% of non-users have a cell phone, of which 65% own a smartphone
Quarter 6 (n=251)
Significant decrease from Q6
Significant increase from Q6
A significant increase in the preferred channel of communication for flyers. Community newspapers and SMS remains
preferred tools
1
0
0
19
0
7
0
5
0
0
0
4
0
15
2
3
27
Quarter 8 (n=300)
44
0%
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Word of mouth/From other people Community (free) newspapers
Local newspapers (paid for) Radio
Flyers/pamphlets in your mail box at home Magazines or brochures
User: Message Recall Over Time - % who DON’T recall the
message
100%
Over time we have seen an improvement in terms of users being able to remember
specific messages about MyCiTi in specific media. This indicates an improvement in cut-
through and impact of the messaging.
Source:Q16c: For each one of these places that you have mentioned, please can you tell me what you remember seeing / hearing /
reading about MyCiTi?
*Caution: small sample base. Media types with sample sizes consistently less than n=15 not reflected on slide
45
0%
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Word of mouth/From other people Community (free) newspapers
Local newspapers (paid for) Radio
Flyers/pamphlets in your mail box at home Magazines or brochures
Non-User: Message Recall Over Time - % who DON’T recall the
message
100%
As with users, we have seen an improvement in terms of non-users being able to
remember specific messages about MyCiTi in specific media. This indicates an
improvement in cut-through and impact of the messaging for non-users too.
Source:Q16c: For each one of these places that you have mentioned, please can you tell me what you remember seeing / hearing /
reading about MyCiTi?
*Caution: small sample base. Media types with sample sizes consistently less than n=15 not reflected on slide
What are the key take-outs?
Word of mouth remains an important
component of awareness of the service which
highlights the importance of generating positive
word of mouth
In terms of formal communication, preferred
methods include community newspapers, flyers
and SMS
There has been an increase in awareness of
flyers this quarter, as well as increased
awareness of info in community newspapers
amongst non-users
Recall of messaging remains good with the
vast majority remembering the message
contained in the media they have seen
Key points
47
Why do we want to know this?
So that we can assess whether further
communication is required and whether there
are any operational issues
How are people
reacting to the card
payment system? Are
there any issues?
User: MyConnect Card likes and dislikes Penalties for not tapping out has arisen as a gross negative this wave
Likes Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7 Q 8
n= 247 125 170 125 143 99 225 300
Easy to use 29% 18% 30% 27% 44% 20% 13% 28%
Nothing 22% 9% 5% 0 1% 3% 5% 1%
Convenient/ easy/ hassle free/ faster then paying
cash 12% 22% 7% 8% 12% 18% 16% 24%
Safe/ Don't need to carry cash 5% 11% 52% 51% 59% 37% 37% 25%
No cash needed 5% 0 1% 0 0 0 0% 0%
Can use the card as a debit or credit card/ can
use it in shops 4% 13% 3% 10% 2% 2% 10% 13%
For professionals 2% 3% 1% 0 1% 0 0% 0%
The card does not expire 1% 2% 0 0 0 0 0% 0%
Fast/ Quick 1% 0 6% 12% 15% 17% 14% 7%
Good way to pay for transport/Pre-paid system
works well 1% 26% 3% 0 1% 3% 4% 3%
Never used the card/ have no experience with
the card 1% 2% 3% 0 0 0 0% 2%
Good quality card/ Can't break easy 1% 3% 0 0 0 0 0% 1%
Efficient/ Effective 1% 0 2% 1% 1% 7% 1% 1%
Saves time/money - - - - - - - 24%
Source:Q17: What, if anything do you particularly like about the MyConnect card and the way it works?
Q18: And what, if anything, do you particularly dislike about the MyConnect card and the way it works?
Dislikes Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7 Q8
n= 247 125 170 125 143 99 225 300
Nothing 74% 79% 63% 65% 73% 81% 76% 64%
Limited number of recharge points 5% 1% 22% 13% 15% 4% 6% 5%
Expensive/ Fee too much if not using bus
frequently 4% 3% 1% 3% 0 0 2% 2%
Faulty cards/ Cards don't work/ Unreliable cards 3% 4% 0 1% 1% 8% 0% 1%
System offline - - - - - - - 4%
Penalties/ fines for not tapping out - - - - - - - 15%
23
7
44
22
3
26
35
0
39
22
0 2 4 1
27
17
1 2 6
0
28
18
3 0
0
10
20
30
40
50
Cash Paper ticket MyConnectCard
MyCiti Card Bank credit/Debit card
Don't know
MyCiTi payment methods
Q 5 (n=300)
Q 6 (n=251)
Q 7 (n=375)
Q8 (n=300)
Non-user: Awareness of kind of payment system used on bus and
MyCiTi payment methods About half the respondents claim to know what payment system is used on the MyCiTi buses. Most of those
who claim to know mention a card BUT the key issue is the 51% who don’t know.
74
26
80
20
46 54 49 51
0
10
20
30
40
50
60
70
80
90
Yes No
Know payment system on MyCiTi bus
Q 5 (n=300)
Q 6 (n=251)
Q 7 (n=375)
Q8 (n=300)
Source:Q16e: Do you know what kind of payment system is used on the bus?
Source:Q16f: Please mention all the payment methods you can use when travelling on the MyCiTi bus?
What are the key take-outs?
Users feel that the card is easy to use, safe
and convenient
However, there appears to be an issue with
tapping out and the penalties attached to this
There is still a lack of awareness amongst non-
users about the card system
Key points
51
The latest wave’s action points
52
Action points:
Users
What are the priorities for action?
Investigate lower uptake of service as a
commuting option in Hout Bay
Address issues with on time arrivals and departures
Improve ease of travelling with children and people with special needs, particularly in CBD and Du Noon – is this about overcrowding on buses or platform issues?
Address remaining issues with driver professionalism in Tableview Feeder routes and Century City
Supply more recharge points in Century City
Rebuild trust on airport, Melkbosstrand and Century City routes
Airport – issues with the service need to be addressed since they appear to be eroding conviction and advocacy
Continue media focus on community newspapers and flyers (as well as radio)
Consider SMS service rollout
Continue with more focused messaging
Address issues around tapping out and penalties
53
Action points:
Non-Users What are the priorities for action?
Improve brand presence and visibility, focusing
particularly on Hout Bay, Du Noon, Atlantis and
Mitchell’s Plain
Continue to push messages around
affordability and ease of use, particularly on
future routes
Communication around the card system is also
important, particularly in future route areas
Continue media focus on community
newspapers and flyers (as well as radio)
Continue with more focused messaging
Thank You!
