Shaping success with communication - customer dialogue throughout the transit planning process
Communication is the dialogue we need at every step of the development of a transit service. This presentation explores the art and science of communication, with particular reference to how communication has been effectively used to create engagement and improve customer experience in several North American transit systems. Lessons learned are identified and various aspects of communication explored including branding, public consultation, storytelling and the importance of research. Presented to the University of Manitoba Transport Institute Rapid Transit Conference 2011. Located within the I.H. Asper School of Business at the University of Manitoba, the mission of the Transport Institute is to facilitate awareness, expertise and education relating to the intersection of transportation and economic prosperity, sustainability, and social benefits through research and education that links business, government, not-for-profit organizations, academics, students, and the wider community. The Institute is recognized within Manitoba as a leading independent centre of academic and industry expertise in the business of transport.
Shaping success with communication - customer dialogue throughout the transit planning process
- 1. Shaping Success with Communication Customer Dialogue Throughout the Transit Planning Process University of Manitoba Transport Institute Rapid Transit Conference 2011 November 3, 2011
- 2. The Art and Science Of Communication
- 3. ColourColour
- 4. Colour + Shape = Visual Design Goal of visual design: to minimize thinking
- 6. FY2010 Funding for New Starts Projects vs. Population
- 7. The science of persuasion: Fogg Behaviour Model Source:Dr.B.J.Fogg,StanfordUniversity
- 9. Scientific Facts FACT #1 Colour and design matter FACT #2 Emotions trigger behaviour
- 10. What do consumer brands do to win customers?
- 11. Our world is branded S d S D
- 12. A brand is an experience ...its what people think it is. A brand isnt what we say it is
- 13. Winnipeg rapid transit brand
- 14. Like it or not, people are talking
- 15. What does a brand do? 1. Sets expectations 3. Delivers on expectations 2. Persuades you to: Buy Support Use
- 16. Great brands
- 17. Revolutionary simplicity Cool, hip, cutting- edge products that capture peoples imaginations Apple is about imagination, design and innovation
- 18. The greatest search on earth Google = The best search service on earth Core principles (10 things) include: You can be serious without a suit
- 19. Personal luxury moments Starbucks strives to create an inviting, enriching experience that is stylish and elegant and that provides people with respite, time out and a personal treat.
- 22. What do geeky successful brands do?
- 23. Branding Rapid Solutions Cleveland Metro BRT
- 24. = Better Rapid Transit Managing perceptions BRT
- 26. Silver Line launch November 2007Silver Line becomes Health Line February 2008
- 27. Clevelands focus Frequent service every 5 minutes Modern transit technologies Performance of vehicles Appearance of vehicles Appearance of stations Rail like service name (Silver Line) Colour schemes, graphics, maps and logos Publications, media/PR and marketing Employees
- 29. No brand consistency = confusion
- 30. After: M Symbol updated and made proprietary
- 31. New look: unified, related, consistent
- 32. Positioned Metro as a solution
- 33. Lessons Learned Art and design can transform perceptions Quality design can deliver results
- 34. Bringing Life to Transit York Region Viva
- 35. Those who used the transit service, loved it 8-9% mode share Majority were non-riders Believed transit was not for them Research showed that there was a perception problem
- 36. Speed, comfort and difference are important to customers Market Research
- 37. Key Insight Transportation is perceived to be a chore between the things that really matter home, work, shopping and friends.
- 38. Viva brand video what do you call a revolution in york region?
- 41. Lessons learned Research is key Treat public transit like any other consumer product Create perceptions, Deliver to those expectations
- 42. Rules for Engaging Public Involvement
- 43. Purpose of public consultation Listen Learn Build relationships
- 45. Happens at every touch point with the customer What are we saying to our customer? Branding
- 46. Public relations
- 48. Public consultation using social media
- 50. Storytelling what do you call the evolution of a transit system?
- 51. The science of communication C = K(R+E) + I The root of powerful Communication is the sum of Knowledge (gained through Research and Engagement) plus infinite Imagination