Virginia Railway Express is just one of many agencies that keep their riders informed through the use of electronic communications tools. They do a wonderful job, through Train Talk, of getting information out to anyone who requests to be notified. On just about a daily basis Train Talk delivers relevant information to the many riders signed up for the free service. Is there a chance of communication overload? Ask the general public and the most common answer is “no”. While some call almost daily communication over informing, most see it as a building of trust over time in the agency knowing that if there is anything the riders may need to be aware of it will be provided in an announcement or alert. This type of informative communication provides riders with confidence and keeps them coming back. "Why is my train delayed?" "When will the scheduled service resume?" All answered. The common goal should be aiming to inform our customers with any relevant information that will create a positive rider experience.
The key is putting the customer in control of the messaging they receive and how they receive it and in what format. Virginia Railways system has been able to achieve this. The system will remind you when a monthly pass needs to be purchased, provide service information, special info on local events and how it affects the ridership, newsletters, and even ask the riders to participate in feedback councils.
By embracing today’s technology the transit agency can keep customers informed without being a nuisance. By allowing the rider to choose what type of information they want to receive, in what format they want to receive it, at an interval of their choosing, and in a method they are comfortable using, the agency can keep riders coming back.
Let’s recap!
Who are you communicating to?
Everyone! Don’t limit communication to only the people you think will be riding transit. Yes, riders will be first on the list but don’t forget parents who have kids riding transit, people who have loved ones in town, organizations that may have a vested interest in your service area. The customer base is unlimited. By not ruling anyone out we create the opportunity to maintain ridership levels but also increase ridership.
What should be communicated?
Everything. Why limit your audience when your audience can be virtually anybody. People should be given options of what type of communication they would like to receive and how. Route delays would be important to the everyday commuter, event service is going to focus on a different population, and a new service line may meet the needs of someone who is looking to ride but has been unable to. Limiting communication can limit the customer base.
How are you communicating?
Email, Website, Text Message, Phone Message, and Print. All forms are great and have their own purposes and it really comes down to capabilities. The more options and the more informed equals a more satisfied and larger population we reach.