annual report 2011–12 - Parliament of New South Wales - NSW ...

Customer
The customer at
the centre
Transport for NSW is focused on
delivering a customer experience
that better meets the needs of the
people and businesses that rely on
the transport systems and supply
chains it permits. Delivering results
for customers is a fundamental
objective for the transport system.
Laying the foundations
for customer-focused
decisions and actions
By establishing TfNSW and defining
the role of its Customer Experience
Division, the NSW Government
established the organisational
framework to place the customer
at the centre of transport planning,
policy and service delivery.
The role of the division is to:
• build the evidence base
of insights on customer
needs and preferences
• guide TfNSW to ensure
that transport policy,
investment and services are
based on the customer
• shape public transport to
be a more attractive option
for people by making it
seamless and easy to use
• act as the advocate for
customers in the operations
of the transport agencies.
Working collaboratively across
the transport cluster, the division
provides TfNSW and service
delivery agencies with a clear
perspective of customers’ needs
and gives guidance on how to
deliver improved outcomes.
Understanding Customer
Value Propositions
To gain a clear understanding of
what public transport customers
need and expect, and what
they value in the transport
services offered, comprehensive
customer insights research
has been completed.
A picture of customer needs was
built by walking in their shoes
through typical journeys, and
asking customers in research
groups to identify the key service
attributes they value at each
stage and what matters most.
From this, the needs and preferences
of customers were profiled, and
a clear picture developed of
the service that will meet their
needs and expectations.
TfNSW’s research showed there are
four distinct “customer needs-sets”
for public transport. Customers who
use transport services generally
place most emphasis on one of these
four needs-sets. The elements of
the service offered that satisfy these
needs become the essence of four
Customer Value Propositions around
which the public transport services
offered are being shaped. A focus
on improving how TfNSW delivers
its Customer Value Propositions
will drive results for customers.
The Four Core Customer
Value Propositions:
A summary
Timeliness: Services that run
frequently, keep to their schedule
and help customers get from
A to B in a timely manner.
Systems and Efficiency:
A service that offers integrated
tickets, efficient connections and
effectively uses technology to
make the journey more efficient
and keeps customers updated.
Reassurance: A safe, clean
environment on board and adequate
shelter, lighting and personal
security features in and around
stations, stops and interchanges.
Comfort: Services with easy access
to stations and vehicles. On board,
a clean, pleasant environment,
with temperature controls,
sufficient personal space and a
comfortable seat when needed.
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Transport for NSW Annual Report 2011–12