Leeds University ITS

Smartcard and Information Programme

28 November 2013

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Smartcard and Information Programme (SCIP)

• Background• Projects Update• Business Change• Communications• Summary and Questions

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Background

• The Local Transport Plan outlined investment in smartcard technology and information management systems

• This will provide customers with enhanced travel information and easy payment for journeys

• These investments are being managed through six related projects within the Smartcard and Information Programme ‘SCIP’

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Background

SCIP aims to transform the customer experience via the following 6 projects:

• Smart Transactions• Web Development• Transport Data Management (TDM)• Customer, hubs and service experience

(CHASE)• Multi modal, hubs and disruption• Out of hours support

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Background

Why a Programme?• Projects are inter- related • Collectively managed, the benefits will be

greater for Metro and its partners

Benefits of the Programme approach:• Business change• Focus on outcomes not outputs• Managing uncertainty

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SCIP VisionTransforming the customer experience for transport ticketing and information

• In order to:– Increase customer satisfaction with their travel

experience– Provide more opportunities to acquire information and

to purchase travel – Reduce cost per customer transaction (whether a

ticket product or a piece of information)– Increased patronage on public transport and higher

use of sustainable modes

Project Visions

Web Development Transforming the customer experience through comprehensive online information however and wherever people need it

Smart Transactions Transforming the customer experience through smart, integrated and easy-to-use tickets and passes

CHASE Transforming the customer experience excellent service underpinned by cohesive customer information

Multi-modal, hubs and disruption

Transforming the customer experience through easy-access and interchange integrating all travel modes, up-to-the-minute information and alternative travel suggestions equipping customers to choose

Transport Data Management

Transforming the customer experience by ensuring back-office systems are efficient and effective

Out of Hours Transforming the customer experience by ensuring customer facing and back office system support is efficient and effective

Project 1: Smart Transactions• Bus and rail are already very important modes of travel

• C.180 million journeys per annum are undertaken by bus in West Yorkshire, c.25m trips per annum on northern trains

• Buses and trains play a very significant role in supporting employment and getting people to education

• There are 45 different bus operators in West Yorkshire.

• The West Yorkshire Metrocard is already the largest multi-operator ticketing system outside London

• But… there is need for greater simplification and clarity

• How… Metro is implementing the Smartcard project and changing the range of products available

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Aims and objectives of the Smartcard Project

Aims: • Implement the strategy set out in the third West Yorkshire

Transport Plan (proposal 15) to facilitate seamless travel across all modes

Outcomes: • Increased customer satisfaction, increased

patronage, lower transaction costsSuccess criteria: • 95% of ENCTS journeys made on smartcards• Reduction in ticket journeys paid by cash on bus by 50%• Reduction in sales volume for face to face transactions

by 50%• Reduction in fraud by 50%• An increase in the number of bus journeys of 2.75m

(1.5%)9

Better Bus Area Fund• Metro awarded £4.925m (included £0.65m for

York)• BBAF award will:

– accelerate and expand the retail network– provide a ‘fund’ for equipping smaller

operators vehicles with smart enabled ticket machines

– build a replacement Card Management System that can be adopted across the region.

• Further apps development for smart phones• Marketing and promotion campaign• Customer incentives to accelerate take up and

usage of smartcards 10

Components of a smart ticketing schemeBack Office Systems

• HOPS• CMS• Analysis engine• Operator re-

imbursement• Test centre

On Vehicle and depot equipment

• ITSO Smart Media readers linked to ETM and GPS

Communications

• Depot WLAN• Depot to HOPS• POST to HOPS• CMS to HOPS• HOPS to HOPS

Security

• ITSO• SMS• ISAMs• Card manufacturer

Products (ITSO)

• ENCTS• Other entitlement• Period tickets• PAYG• Other stored travel

rights

Retail, fulfilment and payment network

• Card production• Distribution• Ability to take

payments• Online POST• Mobile POST

Project 1: Smart Transactions Cards

Product name Date of launchYoung Person’s PhotoCard May 2013

Annual MetroCards (include Corporate, Staff) September 2013

Scholars PhotoCard September 2013

School Cards September 2013

Boarding Cards September 2013

Priority Pass September 2013

16-25 April 2014

Transferable Weekly/Monthly MetroCards April 2014

Direct debit/ auto top up 2015

Pay as you go tickets 2015

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Project 1: Smart TransactionsRetail

Product name Date of launchMcard brand launch July 2013

Leeds & Bradford rail gates September 2013

Travel centres April 2014

Payzone network April 2014

Elland Road Park and Ride May 2014

Web sales (through CHASE project) Autumn 2014

Huddersfield rail gates 2014

Wakefield rail gates/ LSSE 2014/ 15

Kiosks/ pick up posts 2014/ 15

NFC app 2014/ 15

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Issues• Configuration of ticket machines

• Rail

• Hotlisting

• Multi operator ticketing

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Project 2: Web Development

Involves:

• A re-design of the desktop site• A completely new mobile site• Update content management system

Went live in Aprilwww.wymetro.com

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Project 3: Customer, hubs and service experience (CHASE)

Involves:

• Establish online account management• Card management system• Link to other services e.g. information provision,

feedback and complaints

Planned to go live by Autumn 2014

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Project 4: Transport Data Management

Involves:

• Creation of a database that holds services, stops and shelters

• Based on electronic data transfer• Enabled to bring in or merge with other data

sources e.g. cycle lanes, taxi ranks

• Tendering for the upgraded/ replacement database is underway

• Due to issue tender documents early 2014

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Project 5: Multi modal, hubs and disruption

Involves:

• Scoping report complete• Enhance multi modal offering including planned

and live disruption• Expand ability to respond to disruption eg.

cancellations, rerouting services, weather• Establish partnerships to deliver mobile offering

• Technology strategy board bid November 2013• Look to take forward in Implementation Plan 2

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Project 6: Out of hours

Involves:

• Agree what support is needed for customer facing and back office systems

• Move to self serve, 24/ 7 requires extra back up

• Implementation of the new service support in 2014

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Business Change

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What does that mean?!

A programme delivers the ability to do certain things but it’s the business change that helps it make a difference.

Example:We’ve delivered a great new mobile site but the trick is getting people to use it. This is down to:- Designing it right in the first place- Making sure it makes things easier and / or more useful

for people- Telling them about it- Handing over responsibility for looking after it to ‘business

as usual’ so that the programme team can move on to the next bit of change

Business Change

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How do we know it’s working?

The Benefits Management Plan is a way of writing down what changes we are looking for (e.g. increased web hits, proportion of web hits via mobile, customer satisfaction with information), measuring them and if necessary

Staff satisfaction is also an indicator so if you’re not happy, we’re not happy!

CommunicationMCard Branding

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CommunicationOperators

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CommunicationYoung Person’s and Scholar’s

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Summary

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• Delivered as a Programme rather than separate projects

• Focus on business change and customer needs

• ‘Back office/ building blocks’ now in place - now launching customer products

• Any questions ? james.bennett@wypte.gov.uk