Customer Service Research Transport Planning Department

Transcription

1 Customer Service Research Transport Planning Department 運輸策劃部

2 CONTENT Background Research Program Customer Satisfaction Study (CSI) Other Channels for collecting Customers Feedback

3 BACKGROUND

4 BACKGROUND Principal Purpose To construct and operate a mass transit railway system having regard to the reasonable transport requirement of Hong Kong

5 Background MTR Network

6 Background Customer Service Strategy To research continuously our customers needs and provide superior standard of service

7 Background - Key Statistics 1 Annual MTR Patronage Annual Patronage (Million) Year

8 Background - Key Statistics 2 Overall MTR Market Share 30% 25% 20% 15% 10% 5% 0% MTR market share among all public transports Year

9 Background - Key Statistics 3 Cross Harbour MTR Market Share 80% 70% 60% 50% 40% 30% 20% 10% 0% Cross harbour MTR market share Year

10 RESEARCH PROGRAM

11 RESEARCH PROGRAM Volume Techniques Coverage List of Surveys

12 Research Program Volume A total of research projects were carried out annually with approximately 100,000 general public being interviewed or observed

13 Research Program Techniques Observation / Enumeration Personal Face-to-Face Interviews Intercept interview within the System Door-to-door household interview Personal in-depth interview Telephone Interviews Focus Group Discussion

14 Research Program Coverage Customer Service Passenger Profiles Market Share Benchmarking System Performance Competitors Status Fares

15 Research Progarm - Studied Project I-1 Customer Service Customer Satisfaction Index Station intercept Interviews Twice a year 500 samples Mystery Customer Moment of truth observation Once a year 350 dummy trips will be tested

16 Research Progarm - Studied Project I-2 Customer Service Feeder Bus Observation Once a year

17 Research Progarm - Studied Project II Passenger Profiles MTR Passenger Survey Intercept interview at all 43 MTR stations Once a year in June / July About 30,000 MTR passengers will be interviewed on weekdays

18 Research Progarm - Studied Project III Market Share Home Interview Survey Door-to-door household interview Once every 2 years Approximately 2,000 households to be interviewed

19 Research Progarm - Studied Project IV-1 Benchmarking Service Comparison amongst Public Transport Telephone interview Once a year Benchmark against KCR and KMB 1,500 general public will be interviewed

20 Research Progarm - Studied Project IV-2 Benchmarking Worldwide Benchmarking between Metros for Customer Service Focus Group Discussion & Station intercept interview Once every few years Benchmark against 5 metros of other countries

21 Research Progarm - Studied Project V System Performance Target Measurement Intercept interview and Observation at stations Twice a year Car Loading Enumeration inside train compartment Once a year

22 Research Progarm - Studied Project VI-1 Competitors Status Bus Journey Speed Location observation Once a year Public Light Bus Survey Observations Once every 2 years

23 Research Progarm - Studied Project VI-2 Competitors Status Cross Harbour Bus Survey Location observations Once every 2 years

24 Research Progarm - Studied Project VII Fares Fare Telebus Telephone interview conducted by a research consultant Twice a year Fare Study Station intercept interview conducted by an institute consultant Once a year

25 Research Progarm - Studied Project VIII Others Ad_hoc Surveys EMU train modernisation Facilities for disabled Prioritise the Station Improvement Program Platform screen door New extension pre-launch survey Effectiveness of marketing activities

26 Customer Satisfaction Index 顧客滿意指數研究

27 Customer Satisfaction Index Research objectives Components Methodology Frequency Results highlights

28 CSI - Objectives To determine the Service Quality Index (SQI) and Fare Index (FI) To monitor the performance of different service areas and service attributes To identify areas for improvement

29 CSI - Components The top 39 important service attributes which provide a comprehensive coverage of various aspects under 12 different service areas for the CSI components

30 CSI - Methodology I Interviews of outgoing passengers randomly selected inside the paid area of 15 major MTR stations on weekdays

31 CSI - Methodology II Attributes Screening and Importance Survey to measure the relative importance of the service attributes and select the top 39 most important service attributes as the components of SQI & FI Customer Satisfaction Survey to measure the satisfaction level of the top 40 components

32 CSI - Frequency Attributes Screening and Importance Survey Once every two years Sample size: N = 1,000 Customer Satisfaction Survey Twice a year Sample size: N = 500

33 CSI - Deviration Service Quality Index Fare Index 12 Service Areas 39 Service Attributes Fare Satisfaction

34 CSI - Results for MTR Mean Score of Satisfaction in September 2001 Quad Map Analysis Maintain Performance Cleanliness on escalator handrail Signs & infomation in station Seldom stop between stations Mean line of the relative importance (1.26) Reliability of Octopus Cleanliness at station Staff attitude Reliability of AVM Outlet for Octopus Cleanliness inside train Reliability of PSD Stable ride Relative Importance Reliability of train service Air conditiong inside train Timeliness of recovery Seat inside train Adequacy of escalator Arrangement of emergency situation Adequate information during train service delay Adequacy of AVM Provision of PSD Facilities for disable Air-conditioning Air-conditioning at platform Platform seat at concourse Crowding level at platform Crowding level Crowding level inside train of stn. Ent. Low Priority Good Performance Train headway Safety Top Priority Mean line of satisfaction score (6.89) As compared with results in 2000, Satisfaction score deteriorated in 2001 Satisfaction score remained stable in 2001 Satisfaction score improved in 2001

35 CSI - Results for AEL Quad Map Analysis 9.0 Mean line of the relative importance (5.14) Mean Score of Satisfaction in October Maintain Performance Low Priority Cleanliness in train compartment Reliability of Octopus ticket checking machine Adequacy of seats inside train Air-conditioning in train compartment Adequacy and location of entry / exit gate Ease to locate staff when necessary Toilet Facilities for disabled Comfort of train ride Comfort of seat inside train Timeliness of service recovery Arrangement on emergency situation In-town-Check-in service Train headway Free Airport Express Shuttle service Security Quality of public bus service connecting to station Relative Importance Good Performance Safety Reliability of train service Top Priority Mean line of satisfaction score (7.99) As compared with results in 2000, Satisfaction score deteriorated in 2001 Satisfaction score remained stable in 2001 Satisfaction score improved in 2001

36 OTHER CHANNELS MTR Hotline Suggestion Box at Stations Feedback form Coffee Evening Phone-in Radio Program Focus Group Discussion Contact Station Staff Directly

37 謝謝 Thank You