Metro Market Research

Annual Onboard Customer Surveys

Each year, Metro conducts system-wide Onboard Surveys of both MetroBus and MetroLink customers. These studies are completed in support of an ongoing effort to annually update customer demographics, identify trip patterns and travel behavior, and measure customer satisfaction and attitudes toward Metro service. Metro seeks to obtain not only a detailed and accurate snapshot of its current customers and potential customer markets, but also to focus its attention on the specific needs of its customers by identifying the variables driving their satisfaction levels and intentions to use the system in the future.

Customer Satisfaction, Recruitment, and Retention - A unique component of each onboard study is the development of statistical models to help identify and isolate key service factors influencing customer satisfaction and overall attitudes. Since satisfaction is related to future intentions to use a service, as well as intention to refer the service to friends or family, developing customer satisfaction models tailored to specific customer groups has been an important component of Metro's customer recruitment and retention efforts.

Spatial Analysis - Integral to the trip behavior component of the Onboard Survey process is the use of Geographic Information Systems (GIS) mapping. Using geographic information (e.g., origin/destination addresses) that has been "geocoded" to reflect latitude/longitude map coordinates, Metro is able to take customer feedback one step further and examine trip data on a spatial level. By integrating this mapping technology with the customer research, Metro can enhance its data-driven, decision-making potential.

Data-Driven Decision-Making - Metro has taken active steps to enhance specific service areas and improve overall attitudes, based on results of the annual Onboard Surveys. For example, a program was initiated to develop more standardized procedures for handling customer complaints and improving interactions with customers. Ongoing efforts exist to improve customers' perceptions of safety and security while using the system by allocating more resources to improving the passenger environment. Using route and corridor-specific ridership (boarding count) data, planning and scheduling adjustments have led to improvements in on-time performance, system connectivity, and key market penetration.

You may view and download the 2008 Onboard Survey Executive Summary, as well as the full Onboard Survey reports from 2005, 2006, 2007, and 2008, by clicking on the links in the tab below.


MetroBus

  • Overall customer satisfaction is an average of 3.72 on a 5-point scale.
  • MetroBus customers reported higher levels of satisfaction with:
    • Personal safety while riding
    • Weekday service (destinations)
    • Comfort while riding
    • Arrives at destination on time
  • MetroBus customers reported lower satisfaction with:
    • Weekend service (destinations)
    • Ability to make transfer connections
    • Responsiveness to complaints
  • Most respondents (70%) reported that they "probably"or "definitely" would recommend MetroBus' service to others.
  • There continued to be some regional variation in customer satisfaction. Illinois bus customers reported the highest levels of overall satisfaction. Southwest St. Louis City & St. Louis County routes (57, 58, 240X, 410X, 08) reported the lowest level of overall satisfaction.

What is most important to MetroBus customers?

  • The most important service factors for MetroBus respondents were personal safety while riding and on-time performance.
  • These results matched those of the 2005 and 2006 surveys.

MetroLink

  • Overall satisfaction was an average of 4.13. This was higher than last year's average of 4.11.
  • MetroLink customers reported high satisfaction with:
    • Convenience (proximity to destination)
    • Availability of service on weekdays
    • Comfort-related survey items
  • MetroLink customers reported the lowest level of satisfaction with:
    • Weekend service
    • Connectivity to MetroBus
    • Metro's responsiveness to complaints
  • A very large majority (89%) of MetroLink customers reported that they "probably" or "definitely" would recommend MetroLink's service to others.

What is most important to MetroLink customers?

  • The most important factors for MetroLink customers were on-time service, personal safety, and weekday service. These perceptions were also largely unchanged from 2006.

Impact of the new Cross-County (Shrewsbury) extension

  • Customers were asked whether they used the new Shrewsbury line, and, if so, how the new line had affected their travel experience. Both MetroBus and MetroLink respondents reported that the new line had improved Metro’s service (69% and 73%, respectively).
  • 55% of customers responded that they use the new Shrewsbury line.

Questions or Comments? Contact Metro's Research and Development Department at researchrider@metrostlouis.org.

 

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