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7. The Customer Experience
Figure 7.6
Our strategy for improvement.
Source: TfL Customer and Employee Insight.
Hygiene factors are things that do not in themselves improve customer satisfaction,
but their lack reduces satisfaction. Safety is a prime example of a hygiene factor.
Organisations must reach minimum standards, but further investment will not
increase satisfaction. Critical success factors are key drivers of satisfaction in that
the more we provide them, the better satisfaction will be. They can both increase
and decrease satisfaction. Reliability is an example of a critical success factor. When
we do not achieve the standard expected of us, it results in pain for our customers.
The factors critical to delivering good service centre on reliability and frequency,
real-time information and service from our staff. On the roads this means
consistent journey times and smooth flowing traffic with real-time information as
well as information about the purpose and duration of roadworks.
Overall TfL needs to make the customer experience more consistent by addressing
the hygiene factors and critical success factors first, removing the pain; we can then
apply focus to the things that delight. If we improve delighters first, customers see
this as wasting money on ‘extras’ that should go on the basics – this is a classic
mistake in seeking to achieve customer focus.
From our customer research and insight TfL can populate this model for each of our
main modes of transport.
Translating this in to a model for each of the main transport modes
Looking first at Underground and taking into account everything that we know, good
customer service looks like figure 7.7.
130 Travel in London, Report 8