Customer Oriented Technology Based Investment Strategy · 2016-02-11 · Customer Oriented...

Customer Oriented Technology Based Investment Strategy

Summary of Recommended Strategies

& Prioritized Initiatives / Programs / Projects

LA Metro and the Aeon Group, LLC CONFIDENTIAL / PROPRIETARY

LA Metro New Mode of Transit

Our Value and Contribution Towards The Vision of Tomorrow-land

Customer Centric Technology Investment Strategy

Vision, Mission, and Value Statement Customer Journey Model

Metro System Touch-points

28 Initiatives Prioritized

Table Of Contents


“Your Tomorrowland Partner – Achieving Excellence In Service And Support”

The Aeon Group, LLC Business, Innovation, and Technology Solutions

LA Metro and the Aeon Group, LLC CONFIDENTIAL / PROPRIETARY Page 02

Mission Statement: “Embrace Innovation To Deliver The Best Customer Experience” Vision Statement...: “World Class, Seamless Relationship With Customers Using Metro’s Services For Everyday Life” Value Statements: At LA Metro, we are committed to our customers and a culture within our business that puts the customer at the forefront of what we do. To us, customer service means anticipating, responding to and exceeding our customers’ changing needs and expectations. Every trip, every customer interaction, every customer service program, every training session, must be based on this notion: our business revolves around the customer. Our commitment to our customers is reflected in our Values and at the heart of their experience. The Values described are our behavior the way we strive to consistently deliver excellent and world class customer service: • Safety and Security: keep the safety and security of our customers and ourselves front of mind. • Commitment: understand and anticipate our customers’ needs • Partnership: actively listen to our customers, clients, colleagues and stakeholders • Passion: always find a way to make a positive difference in our customers’ day • Performance: always provide reliable and friendly services for our customers Our assurance is a guarantee of what customers / stakeholders can expect when they partner, travel or work with us. Our commitment describes what we deliver for our customers: • Uncompromising safety and security: customers can be reassured that we will keep them safe on their journey; • Best in class operational performance: our services will be reliable and punctual; • A world class experience: we will strive for continuous innovation and improvement to the customer experience; • A high performance culture: our staff are well trained, pleasant, helpful and engaged; • Quality asset management: the vehicles, trains, platforms and stations are well maintained and clean • Value for money: we consistently strive to provide highest quality of service at the lowest cost

Page 03

Customer Centric Technology Investment Strategy


• Smart Trip Planner: Enhances the overall trip planning experience; promotes multimodal travel specifically providing first/last mile options; creates better customer flexibility and better “choice” with long haul travel.

• Centralized CRM: Reduces customer frustration when dealing with Metro; creates single account.

• Emergency Web Portal: Creates single source for receiving information from Metro during a crisis; Eliminates confusion with Customers during crisis

STAGE 1 Research, Plan

Commute, & Purchase Fare

STAGE 8 Customer

Experience / Retention

STAGE 3 At the Station / Stop

STAGE 4 On Boarding

STAGE 5 Trip Ride

STAGE 6 Arrival at the Station

/ Stop STAGE 7 Last Mile

STAGE 2 First Mile




• Digital Signage Program: Provides flexible messaging for alerts; notices and other communications.




• Digital Signage Program: Provides flexible messaging for alerts; notices and other communications. • Centralized CRM: Reduces customer frustration when dealing with Metro; creates single account. • Station Emergency Red Buttons / Information Call Boxes: Better safety and security; Increases Ridership. • Emergency Web Portal: Creates single source for receiving information from Metro during a crisis; Eliminates

confusion with Customers during crisis


• Digital Signage Program: Provides flexible messaging for alerts; notices and other communications.



Customer Centric Technology Investment Strategy – Customer Journey Model


• Digital Signage Program: Provides flexible messaging for alerts; notices and other communications. • Centralized CRM: Reduces customer frustration when dealing with Metro; creates single account. • Station Emergency Red Buttons / Information Call Boxes: Better safety and security; Increases Ridership. • Emergency Web Portal: Creates single source for receiving information from Metro during a crisis; Eliminates

confusion with Customers during crisis







CU

STO

MER

TO

UC

HPO

INTS

9 9

Customer Centric Technology Investment Strategy – Customer Journey Experience

CUSTOMER JOURNEY STAGES


Customer Centric Technology Investment Strategy – 28 Prioritized Projects Top 5 Projects


Envisioning Metro Tomorrow-Land • Individual travelers now have access to information and transport services that

put them in control such as the smartphone, giving access to more travel options and real-time status (“realtime information increases ridership”) than the control rooms of any transport.

• Ride-sharing and private mobility services (including the near future of autonomous vehicles) enabled by digital technology are dramatically changing established business models and challenging long-established players.

• Public transport is getting personal. "Every journey matters" to users who can dictate what they want from transport and who have increasingly high expectations of operators' reliability and customer service.

• Travel demand is dynamic and to meet the future challenges for urban mobility, transit agencies must offer public services that are easy to use and are preferred to the private car.

• The future smart mobility systems will meet the needs of the disabled, the regular commuter travelling a fixed route, people running errands or rushing to be at last-minute meetings, and an ageing population.

• Customer Service staff needs to be enabled with digital information tools (i.e. CRM, BI, Mobile Devices, Virtual Agent, etc.) to ensure that they have the information needed to respond as quickly as possible to queries from passengers.

• Paper tickets, tap cards will be replaced with Digital Payments technologies such as the smartphone, wearables, etc. The usage of mobile phones for NFC-enabled payments and bank cards.

“The Smartphone Will Become The Customer

Preferred Mode of Transportation”

REAL-TIME, DYNAMIC, MULTI-MODAL, PREDICTABLE,

ePAYMENTS, OPEN, SEAMLESS


Recommended Programs & Projects


Program / Project Name Program / Project DescriptionRanking / Priority

Average Score

Customer Oriented Technology Based Investment Strategy Project Recommendations

Emergency Web PortalAn emergency web portal on the cloud. No server slowdown during high volume of emergencies. Messages posted from desktop, laptop, tablet, smart phone via the web portal during emergency. Providing customers with only the essential key information.

1 4.86

Smart Trip Planner Program 2 4.71

• Smart Trip Planner initial implementation

Enhance the Metro Trip Planner to include multimode transit options (walking, bicycling, auto, ride-share, carpool, bus, rail, taxi, other rail / bus services, etc.), first/last mile options, integrate real time data (Next Bus, traffic, etc.),. (Current Trip Planner enhancement addresses only a portion of this recommendation)

• Smart Trip Planner Upgrade Next generation Trip planner to include dynamic options based on the customer personal profile when disruptions occur in the system, gain feedback from users; Intelligent decision-making; and Self Maturing.)

Digital Signagefor Bus Stops and Stations

Consists of Different usages of Digital signage including both Dynamic and static. Real Time Signage: Deploy real-time next-bus and train status on stops and Stations. The project will have an interagency coordination component on signs located at stops that serve Metro or other transit services for customers. Improve bus service by communicating to the customer the time, status (i.e. full bus), and next bus arrival by using digital signage, mobile apps and mobile web technologies. Static signage deal with Maps and other displays that are not real time.

3 4.5

Centralized Customer Relationship Management System

Select and deploy centralized Customer Relationship Management system that provides the ability to capture, tracke and follow up on customer requests, compliments, complaints, lost and found requests and other inquiries. This is an enterprise solution for Metro.

4 4.36




Average Score

Station Emergency Red Buttons / Information Call Boxes

Provide the ability for customers to speak directly to Metro staff for emergency / information placed in stations / stops. The platform would include a red button for emergency and green button for information.

5 4.33

On Board Real Time Signage Pilot

Real Time Signage: Deploy real-time next-bus and train status on board bus / rail. The project will improve bus and rail service by communicating to the customer the time, status (i.e. full bus), and next bus arrival by using digital signage, mobile apps and mobile web technologies. Pilot address only a portion of this recommendation.

6 4.32

Integrated Web Portal and Mobile App Portal

Create a single web portal to alleviate customer confusion / frustration by consolidating multiple websites and mobile apps to one (all-in-one) Metro web portal and mobile app portal (i.e. Trip Planner, Transit Watch, etc.) that provides standard and consistent user interface, easy navigation, and search capability, multiple web browser compatibility, realtime information, and ADA compliance. Normalize and reduce the 2,300+ web content pages to provide meaningful content. The ability to purchase fares / passes and TAP card online in realtime. And provide customer service online chat to improve the customer experience.

7 4.29

Social Media Strategy

Create a social media strategy - true dialogue with Customers and stakeholders to create customer awareness and communicate about service disruptions, service additions and other vital customer information. Manage the social media platform to maintain a friendly conversation with travelers, providing practical information, tips and tricks to make travel easier and seamless . Expand the social media channels to include: SMS, eMail, Facebook, Twitter, Instagram, Tumblr, etc.

8 4.29





Average Score

Centralized Customer Communications Center (one-stop customer experience for customers)

Provide accurate and consistent real-time information (i.e. alerts, status, social media, and digital signage) to customers from a centralized location during operation hours. Monitor and provide real-time adjustments to stations / stops digital signage. Issues service related e-alerts / text messages / tweets to customer, updates message boards at stations, updates web portal, etc. Also coordinates station / stops announcements and customer messages on audio visual paging system.

9 4.00

Ticket Vending Machine PlusExpand functionality of Ticket Vending Machines to include: touch screen, multilanguage, audio messaging, head set interface and automated text readers

10 4.00

Advanced Voice Communications (i.e. Public Address, Emergency Announcements, Mobile Alerts) in Stations

Support the effort to implement a new technology that will upgrade public announcements at all stations allowing staff to better communicate with customers. This technology will allow for mas notification via the Public Address (PA) system and will display announcements directly to Metro’s Bus / Rail

11 4.00

Station of the Future Program

This project creates a mechanism/method for Metro to “test” technology and gain immediate customer feedback and input on the technology – creating in effect, a customer lab. It’s recommended that Union Station serve in this capacity, but Metro should highly consider other stations/locations that are in other areas of the County with a station located within each one of the Supervisorial Districts

12 3.83

Centralized Customer Feedback StrategyCreate a centralized customer feedback strategy and program to actively seek Customer Feedback for every initiative and program.

13 3.83





Average Score

Text-Based and Voice Messaging SystemReevaluate the current use of Integrated Voice Response (IVR) and Short Messaging System (SMS) response systems use for special needs customers. These tools aid individuals with visual impairment.

14 3.8

Marketing and Advertising Program 15 3.67

• Customer Advertising and MarketingAlign the Advertising and Marketing strategy, resources and funding with Metro’s “Customer First” focus. Budget is based 5% of the over metro budget

• Multi-platform Advertising StrategyCreate cross platform advertising strategy for all technology and signage by reassessing content and advertising at the stations, stops, website, mobile apps, kiosks, signage, events and other venues to increase revenue.

• Proximity Based AdvertisingProvide proximity based advertising/destination discounts utilizing multiplatform such as Blue tooth, near field communications, quick response technologies throughout the System

Mobile Wayfinding Program & other Beacon technology usage pilots

Create Mobile Wayfinding system that is browser-based and allows customers to find the route and information on any mobile devices, such as smartphones, and tablets. When paired with kiosk Way finders, the mobile convenience is amplified with send-to-mobile maps and turn-by-turn via QR code or email. Evaluate the increasing use of WAZE and / or other related technologies.

16 3.67

TAP Card Retail ExpansionExpand ways for the customer to purchase TAP Cards (fares) at more locations such as supermarkets, retail stores, etc.

17 3.67





Average Score

Countywide Real-Time Centralized Automated Parking System

Create online service where customers create a personal profile(s) to define real time data and delivery platform to receive Metro information

18 3.6

Standards / Guidelines / Compliance 19 3.43

• Customer User Interface Create Customer User Interface standards on all platforms

• ustomer Survey Standards Create Customer Survey standards on all Surveys

• Digital Signage Create digital and related signage standards and guidelines for signage that addresses font, color, sign placement, size, technology, etc.

• Station Onsite Wayfindings / Communication / Marketing

Create station onsite Wayfinding / Communication / Marketing standards and guidelines. Create standards and guidelines for visual print and digital communications.

• Technology and Architecture Define Technology standards and guidelines

Customer MyMetro ProgramCreate online service where customers create a personal profile(s) to define real time data and delivery platform to receive Metro information

20 3.33

Customer Employee Training Program

Define / enhance the employee customer service training program that is based on “real-world” situations that are most frequently encountered by employees. Structured around extensive role-playing exercises such as: Greeting passengers; Taking the initiative to provide information; Guiding confused passengers; Dealing with service disruptions and delays; Managing unexpected flows of passengers; Responding to different needs; Helping a passenger in distress; and Dealing with disruptive passengers.

21 3.25



Page 13 LA Metro and the Aeon Group, LLC CONFIDENTIAL / PROPRIETARY


Average Score

Business Partners ExpansionImprove economic vitality by growing relationships with businesses (i.e. hospitality, sports, tourism, schools, etc.), communities, event sponsors and stakeholder groups.

22 3.14

Customer Centric Quality Management Program

Create customer-centric quality management program to document, track, assess and improve the customer experience, measure performance and other key Metro customer service performance indicators.

23 3.14

Customer "How to" Video Program Create customer training videos in “How To” similar to Home Depot. 24 3

Customer Segmentation Study and Strategy

Initiate a study to develop / refine, assess, and create a customer segmentation strategy and plan. Enhance the customer experience journey model to reflect each customer persona.

25 2.8

Integrated System Language Translator Technology Platform

Evaluate and deploy a system language translator technology platform that can support multiple languages and provides interoperability for websites, mobile apps, digital signage, kiosks, and TVMs.

26 2.8

3rd Party Mobile App Certification Program

Create certification program to support third party applications that use Metro’s data 27 2.17

Virtual AgentShowcase holographic telepresence communication technology (virtual agents) to provide customer service support, maps, directions and related support 28 2


Customer Oriented Technology Based Investment Strategy · 2016-02-11 · Customer Oriented...

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