Great variations in the market potential for public transport, cycling and walking in the region suggest that the modes of travel in the overall mobility service will vary between geographic areas and based on journey purposes.
In recent years, technological developments – especially innovations within mobile technology – have led to a shift in how customers communicate and interact. Expectations and demands for tailored and individually adapted products, services and experiences are on the rise. The standard for customer experiences is set across industries and driven by the most innovative actors, globally and locally.
… residents’ need for an efficient and stress free journey is most important when selecting a travel mode.Each person’s choice of a transport solution depends on a number of factors. To reach the goals that have been set, it is crucial that we link in-depth knowledge of the market with knowledge of the needs, attitudes and behaviours of existing and potential customers concerning their selection of mobility solutions.
Not least, it is important to understand which factor lead to an actual change in the selection of travel mode. Travellers choose mobility solutions based on what best meets their individual needs.
Efficiency and reliability affect the choice of travel mode
Studies that Ruter has conducted show that residents’ need for an efficient and stress free journey is most important when selecting a travel mode. The extent to which different alternative modes are expected to be efficient and reliable thus determine how attractive they are.
The need for efficiency and freedom are individual needs and paint a picture of a consumer who is attracted to the travel mode or combination of travel modes that best meets their personal needs from day to day. This can be viewed in the context of social trends toward individualisation. Consumers expect bespoke solutions adapted to specific needs.
The factor that has the greatest impact on residents’ satisfaction with public transport services is the number of departures and the freedom to travel where and when they want in a comfortable and efficient manner. This is also affected by the line network, journey times, wait times during transfers, and walking distance.
Reliability is another key factor. Satisfaction with the service increases in line with punctuality. Information during delays is central to strengthening the perception of punctuality and thus reliability. A coordinated handling of delays provides customers with useful messages about alternative travel options when delays occur. A quick reallocation of resources, good signage and other information must have a standard that enables all customers to easily find their way.
Residents find that short and direct routes provide the most opportunities to travel by public transport. In order for the network of public transport, cycling, walking and other transport modes to appear as an integrated system, it is crucial that it is easy to transfer between the different modes. Not surprisingly, experience shows that travellers are more willing to transfer if distances and wait times are short, there are many alternative transport modes and the same ticket can be used for the entire journey. Walking distance to stops and stations is also important to customer satisfaction.