TO: AC Transit Board of Directors
FROM: Michael A. Hursh, General Manager/Chief Executive Officer
SUBJECT: Customer Satisfaction Survey
BRIEFING ITEM
AGENDA PLANNING REQUEST: ?
RECOMMENDED ACTION(S):
Title
Consider receiving a report of findings from AC Transit's first customer satisfaction survey.
Staff Contact:
Beverly Greene, Executive Director of External Affairs, Marketing & Communications
Body
STRATEGIC IMPORTANCE:
Goal - Strong Public and Policymaker Support
Initiative - Service Quality
Customer satisfaction is vital for attracting and retaining ridership. Customer satisfaction surveys provide valuable feedback about rider perceptions, offering insight into where the District excels and what areas need improvement to ensure high levels of customer satisfaction.
BUDGETARY/FISCAL IMPACT:
There is no immediate budgetary impact associated with this briefing item.
BACKGROUND/RATIONALE:
Maintaining high levels of customer satisfaction is crucial for AC Transit's continued success and for retaining valued ridership. Customer satisfaction surveys play a vital role in measuring rider contentment with AC Transit's products and services, distinct from rider profile surveys that primarily collect demographic and behavioral data.
While traditional in-person intercept surveys with random sampling are considered the "gold standard" for statistical generalizability, they prove labor-intensive, costly, and exhibit significant reporting delays. After evaluating surveying techniques, AC Transit staff recommended a diverse survey approach, integrating methods to optimize effectiveness while minimizing costs.
In Spring 2023, the District initiated its first customer satisfaction survey, gathering feedback from 1,101 riders through a blend of in-person intercept surveys and online methods. Four focus groups were initially conducted to supplement insights, considering potential biases toward higher-income demographics. Following review of survey data, t...
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