TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager/Chief Executive Officer
SUBJECT: Customer Services Feedback
BRIEFING ITEM
AGENDA PLANNING REQUEST: ?
RECOMMENDED ACTION(S):
Title
Consider receiving a report on customer feedback channels, methodology, and implementation. [Requested by Director Walsh on 11/9/2022]
Staff Contact:
Beverly Greene, Executive Director of External Affairs, Marketing & Communications
Body
STRATEGIC IMPORTANCE:
Goal - Convenient and Reliable Service
Initiative - Service Quality
Timely and comprehensive responses to captured customer feedback is a critical component in providing a quality service offering and better ensuring a positive customer and rider experience.
BUDGETARY/FISCAL IMPACT:
There is no fiscal impact in this briefing report.
BACKGROUND/RATIONALE:
The Customer Relations System (CusRel)
The current Customer Relations system ("CusRel") is a customer feedback database developed by the IT department in 2015 in conjunction with the Customer Service team as a replacement for a decades-old system. Customers can provide feedback to AC Transit in any number of ways, as shown in Attachment 1(A), but feedback is only input directly into the CusRel system through three channels-- the Customer Service Call Center, the AC Transit official mobile app, and via the AC Transit website. Additionally, 200 AC Transit staff members have access to CusRel, and can enter feedback received from other sources - like through their District email or phone - directly into CusRel. Complaints on social media, for instance, can be entered by any of the Social Media team; emails sent directly to staff can be entered by those who have access. Those without access can forward emails and phone messages to the Customer Service team for input.
Customer feedback is categorized into one of 44 specific "Reason Codes", as shown in Attachment 1(B). Additionally, tickets can be marked with two additional indicators i...
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