Symposium on Public

Transportation in Indian Cities with Special focus on

Bus Rapid Transit (BRT) System

New Delhi

20-21 Jan 2010

Converting BRT systems in the preferred by users

Sergi Tió Crespo

The first BRT experiences date back to the 70´s, in Brazilian cities of Curitiba, Sao Paulo and Porto Alegre ...

Curitiba (1974)

• The Rede Integrada de Transporte (RIT) of Curitiba was a pioneer in the implementation of BRT systems in LAC.

Other "first generation" BRT´s in Brazil

• Goiania (1976) – 35Km

• Porto Alegre (1977) – 27Km

• Sao Paulo (1979) – 142Km

• Belo Horizonte (1981) – 6Km

• Recife (1982) – 16Km

• Campinas (1985) – 5Km

This was then followed 20 years later by the introduction of the new BRT Trolley Quito, Bogota TransMilenio, Metrobus in Mexico DF and Optibus in Leon

Trole Quito

• The 36 km of the Trolley has been a radical change in urban mobility and has an impact that transformed the quality of life and the metropolitan planning

Transmilenio Bogotá

• Bogotá has become a benchmark in transportation planning worldwide, and has relaunched BRT systems as a cost-effective transportation option, comfortable and secure

Optibús León and Corredor Insurgentes, México DF

• Inspired by Transmilenio, both were a first step in the developing of vast potential of BRT systems in Mexico

In recent years, BRT has further evolved and spread internationally. In some cities BRT systems have been implemented in the framework of big events

• Big events are of high profile and visible: no errors or delays are allowed

• Mobility and accessibility policies are key factors for the success, beyond the specific measures that will be planned for the event

• They are part of the marketing and development strategy of cities

• Efforts to offer better quality of life and business environment.

• Cultural events, political events, religious events, expos, sport events, business events

The original advantages of the BRT´s first generation are still valid, ...

High frequencyaccess control for minimum times to facilitate boarding and alighting

Servicequality, cleanliness and safety as attractive compared to private system

Cost-effectiveness: transport capacity similar to LRT, with a significantly lower cost of capital

Political advantagesFast implementation timing

Urban renewalprofit gains and improving environmental quality

Social commitmentsocial tariffs, attention to the PMRs needs

... and have been reinforced by new advantages provided by the new generation of BRTs, being a catalyst for urban renewal based on strategies towards an improvement in the transport sector

Modernity: incorporation of advanced technologies (smart cards, SAE, etc.).

Network Effect: use the opportunity to implement BRTs to step towards a complete restructuring of the conventional routes

Fare integration:

extended to the whole network and other massive systems available

Environmental • Focus on moving people rather than vehicles

• Clean fuels • Reduced noiseZona B

Zone C1 Zone C2

Zone A: Madrid Capital

Zona B

Zone C1 Zone C2

An important challenge is to convert the new system in the preferred by users and to consolidate a future extension of the BRT network

Marketing strategies

Customer Oriented Quality control

Quality Control of system procedures

Opportunity to implement innovative services and marketing strategies…

TELEVISION RADIO PRESS

WEBSITE

SPONSORSHIPCALL CENTERSTATIONS AND STREET

ADVERTISING

CELL PHONES BUS INDOOR

… together with quality management strategies focused to the customer and the BRT system procedures

QUALITY:

“Is to provide everything promised to customers"

EXCELLENCE:

“is to suprise customers providing them with more

things than promised"

There are many different clients, and different complains

• Unfulfilled Promises• Unfriendly service• Conflicting messages

• Sensation of have been lied• Receive few information• Lack of communication

Five steps to approach customers’ complains

To identify customers’ problems

Ponderate each problem

circumstances

Confirm the comprehension of

the problemReach an

Agreement

Analyzing alternative solutions

Know the customer. Indicate the desire to help, open lines of communication

Prepare testing questions, get more information, understand the importance

Confirm the customer we have understood the question

Ask the customer how does he/she think the problem could be sorted out

Solve the problem, obtaining customer’s commitment, and ask if they agree with the solution

Basic points to the customer attention

Courtesy The customer want to always be well received with kindness and sympathy. Feel important

Quick attentionNo one like to wait or to feel ignored

Reliability Customer expects to find what they're looking for or that someone responds to their questions. They also expect promises to be fulfilled

Personalized serviceWe like personalized attention. We dislike feeling we're a number. One way to customize the service is call the customer by name

Well informed staffThe customer expects to obtain from employees complete and secure information

Development and Implementation of a Customer Service Index CSI

• Waiting time at bus stops• Compliance with schedules• Risk of accidents• Pleasant ride quality• Availability of information regarding stops,

schedules and fares• Frequency of vehicle breakdowns or incidents• Adequate temperature• Driver behaviour (courteousness)• Proper organisation of ticketing system

Regular Passenger Surveys to determine the degree of customer satisfaction and their perception of the service through

They are asked to RANK the importance of each of the

following aspects and assign them a SCORE

A representative sample of passengers by routes, times of the day and days of the week is chosen

Components that need improvement are identified

An overall score for CSI is determined through a weighed average taking into consideration the score for each category and its rank

Exam

ple

Development and Implementation of a Level of Service Index LOSI

Monitoring and evaluation mechanism by regular on-board inspections to ensure adherence to the established level of service for some quality standard

Area with a high level of service

Area with a level of service that can be improved

Critical Area to improve

Customer Service

Driving Quality Cleanliness Information

Comfort

Driving Quality Comfort Cleanliness Information

IDENTIFICATION OF AREAS OF NEEDED IMPROVEMENT FOR AN INCREASED LEVEL OF SERVICE

Driving Quality

Comfort Cleanliness

100%

Information

Exam

pleScore

An average of the 4 scores is considered for the overall score integrating all quality standards

BRT system Management indicators must be

• Few

• Easy to prepare

• Understandable by all staff structure

• Concise and concrete

• Easily measurable

• Directly related to the main activity

• Not invent rare indicators

Internal Management Quality: example of indicators

QUALITYDEMAND RESOURCESSUPPLY

• TOTAL KM• % OF KM LOST

BY REGULATORY MEASURES

• SERVICE SCHEDULE

• COMMERCIAL SPEED

Example

PRODUCTIVITY

• VALIDATIONS/ PERMANENT

STAFF• KM /

PERMANENT STAFF

• PASSENGERS/ VEH*KM INDICATOR

• VEHICLE INCIDENCES/ Total km/

• ACCIDENTS /km

• DRIVERS STAFF

• MECHANIC STAFF

• DRIVERS ABSENTEEISM

• % RETAINED FLEET

• PASSENGERS ACCESSING STATIONS

• REVISED TICKETS BY INSPECTORS

• DETECTED FRAUD

Contracts of Operator with objectives set through the management indicators

Contracts with Operators with an objective for each quality standard

If the objective is not respected Objective fulfilled If the level of service

is above the objective

PENALTIES BONUSContract complied

Investments by themselves are not the only reason of success. Coordination between the involved stakeholders, marketing and quality control at all levels are key factors to convert a transport system in the favorite of citizens

+ =Effort and teamwork of

all stakeholders involvedInvestments Success

धन�व�द Dhanyevaad

Sergi Tió

stio@alg-global.com