Rider Experience Efforts Improve Customer Satisfaction

DART bus seat replacement with vinyl
Posted on Jan 23, 2024 by Leading Mobility newsletter

For over a decade, DART has surveyed its riders annually to gauge their satisfaction with riding DART and to identify areas of strength and opportunity.

As we evaluate the 2023 results alongside our Strategic Plan, we are particularly focused on efforts to improve the rider experience. Pending final approval this spring, the Strategic Plan will outline initiatives that aim to provide customers with quality riding experiences and easy, seamless travel.

Quality Experiences

We launched initiatives last January to improve cleanliness, security, and reliability on our system, which we identified as part of providing quality transit services. For example, the agency replaced the fabric seats on all buses with vinyl-covered ones, which are easier to clean. Now, we are replacing the seats on light rail and Dallas Streetcar vehicles.

Our riders told us that buying a DART pass can be challenging – either because the many fares and rules for each are confusing or because our ticket vending machines are out of order. The agency is finalizing a comprehensive fare study and will adopt a new fare structure later this year that is simpler and easier to understand. Our finance team will be replacing the ticket vending machines with new units that have more capabilities.

Customers also said that while they still have concerns about security on the trains and at other passenger facilities, they have seen improvement with the addition of armed security guards on our rail vehicles and platforms. We also are sustaining our recruiting efforts to hire more police, transit security, and fare enforcement officers. The first hiring fair of the year was held Jan. 20.

In the survey, riders said they found our staff to be courteous and helpful, noting our police officers, transit center employees, customer service agents, and other frontline staff. We want to continue to empower all our agency employees to take initiative and identify ways that they can positively impact our customers directly and indirectly through their roles.

Seamless Travel

With the changes from subsequent phases of the New Bus Network, we have been able to fix many issues related to reliability and timeliness, resulting in a more seamless journey. Over the next few years, we will continue to make improvements to bus, GoLink, and light rail service, from expanding coverage to increasing frequency, as resources allow.

The results of the annual customer satisfaction survey provide a means to measure our progress as we strive to continuously improve our services and the rider experience.

Click here to view the Executive Summary and Appendix with the results of the 2023 Customer Satisfaction Survey. 
2023 DART Customer Satisfaction Survey results

Categories : Leading Mobility
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