Can you explain the “hierarchy of needs” framework that factors into improving the customer experience?
We use the hierarchy of needs framework to define and measure the customer experience at every stage of their transit journey.
The hierarchy allows us to explore how a rider interacts with a transit system by evaluating facets of security, predictability, comfort and community—core contributors to the overall experience. At the base of the hierarchy is the sense of security and reliability. This means providing a safe, dependable and informative service to riders. As we move up in the hierarchy, providing a sense of comfort, convenience and social connection will continue to elevate the rider’s overall experience.
It’s important to remember that there is a hierarchy to the way these needs are experienced — without the foundational sense of safety and security, the higher order needs cannot be met. For transit agencies looking to ensure a strong customer experience for their riders, this means that all needs at the base levels must be met before moving into those higher up.
Where should a transit agency seeking to improve customer experience begin?
When a transit agency is looking to improve the experience of their riders, it’s important to start with a baseline. It is critical to understand what the customer’s journey looks like today before you begin drawing strategies for improvement.
To achieve this for the DART system, we are using journey mapping. With this approach, we break down the entire transit journey into detailed steps, from when a rider first leaves their place of origin to when they arrive at their final destination. We gather data through surveys, interviews and detailed, on-site observations at various stations, capturing both the high and low points of the rider’s experience. This data is then analyzed spatially to identify patterns and specific areas of improvement.
