Text for Safety: Proactive Response to Harassment and Safety on Metro Transit

1. Bruce HowardDirector, Customer Services and Marketing Metro Transit, Minneapolis MN 2019 APTA Marketing and Communications Workshop

2. Metro Transit Overview

3. Why Text for Safety? A need to proactively respond to existence and pervasiveness of harassment, safety/security and quality of life issues on board vehicles 2016 Metro Transit Customer Survey Customers experiencing unwanted contact/comments/touching 3

4. Why Text for Safety? A need to proactively respond to existence and pervasiveness of harassment, safety/security and quality of life issues on board vehicles 2016 Metro Transit Customer Survey Has Fear for Safety/Security Ever Stopped You from Using Metro Transit 4

5. What is Text for Safety? A way to contact Metro Transit by text to silently report something that doesn’t look right, or for instances of bad or threatening behavior on a bus, train or at a transit facility other than calling 911. What is the vision for Text for Safety? Text for Safety will encourage an environment of respect by providing riders with a tool to take action if bad behavior or harassment happens or they feel unsafe so everyone is comfortable utilizing our services.

6. Text for Safety Desired Outcomes • Increase safety and satisfaction of riders • Increase customers ability to report unsafe or harassment situations • Allow passengers to communicate discreetly without fear of retaliation • Improve perception of our services • Use innovation to improve the customer experience • Expand TCC’s traditional means of receiving messages • Provide faster way to address quality of life issues • Provide ability to comment on service in real time like TNCs • Advance equity • Use 10 digit SMS number in addition to our mobile app so those without resources to purchase a smart phone are able to communicate

7. Contacting Metro Transit via Text Transit Control Center(TCC) Transit Police Customers • Kipsu SMS Dashboard • manages incoming text and responses 24/7 • repeat user data stored • multi TCC user access • audible alert settings Text 612.900.0411 or Metro Transit app 66% 34% Safety risk Code of conduct Quality of life Bus/Rail/Facilities Supervisors or Customer Relations • Non-safety/security messages • Non code of conduct • Facilities maintenance • Lost and found

8. Using the Metro Transit App

9. Incoming Text to TCC from the Green Line • Guest: There is someone smoking on the eastbound green line train currently just past prospect park, car 226B 2/22/2018 5:49pm | Green Line • TCC: Thank you for contacting Metro Transit. If this is an emergency please call 911 if able. Otherwise we will respond momentarily. 2/22/2018 5:49pm | Green Line • TCC: Can you describe the person? What is their race, age, height? - 2/22/2018 5:50pm | Green Line • Guest: 2 people, African American, 30s 2/22/2018 5:50pm | Green Line • TCC: Are they male or female? - 2/22/2018 5:51pm | Green Line • Guest: 1 male 1 female, in the very front of the car with heavy coats and groceries 2/22/2018 5:51pm | Green Line • TCC: What color are the coats? - 2/22/2018 5:52pm | Green Line • Guest: One dark blue, one medium brown 2/22/2018 5:52pm | Green Line • TCC: which is the male wearing? - 2/22/2018 5:53pm | Green Line • Guest: Male is in dark blue, woman in brown 2/22/2018 5:53pm | Green Line • TCC: Is there anything else that will help identify them? Hats? Pants? Bags of any sort? - 2/22/2018 5:55pm | Green Line • Guest: They have a couple bags of groceries on the seat in front of them, I can't see anything else from where I'm seated 2/22/2018 5:56pm | Green Line • TCC: Thanks, you've been very helpful. Can I have your name in case officers need more info? - 2/22/2018 5:56pm | Green Line • Guest: My name is XXXXX XXXXXXX, I appreciate the quick response 2/22/2018 5:57pm | Green Line • TCC: Thanks XXXXX. If you have another issue or the situation changes, text us again. - 2/22/2018 5:58pm | Green Line

10. Communications to Customers • Interior cards & posters • Newsletter • Web site page • Social media posts • Anti-harassment campaign • Internal communications

11. StatisticsAverage texts (contacts) per day 2018 (SMS and App)

12. Statistics Total texts by hour of day - 2018

13. StatisticsWhat do riders report?

14. StatisticsWhere do text messages originate?

15. StatisticsTexts related to HARASSMENT by location

16. Customer Feedback • “I really appreciate being able to connect with support and Metro Transit police without having to call and jeopardize my physical safety.” - 12/21/17 @ 8:55am Green Line customer reporting male smoking onboard train • “I appreciate the quick response” - 2/22/2018 5:57pmCustomer reporting smoking onboard Blue Line • “Thank you. I'm glad to know that there's a way to get help without having to call 911.” - 3/15/2018 9:48pmCustomer reporting 3 people drunk and yelling on Green Line

17. Measuring Success • Customer Feedback • Usage numbers • Rider survey • - awareness • - usage penetration • - perception of safety

18. Helpful Hints • Use a qualified vendor and detail requirements in RFP • flat fee vs per usage charge • ability to add business notes (case number) • multiple staff log ins • audible alerts • Offer a 10-digit # option not just a mobile app • 90% of texts come from 10 digit number; 10% mobile app • Communications directly impact usage • 24/7 monitoring can be done various ways • Kipsu contact – Sam Panzer – spanzer@kipsu.com

19. Questions Bruce HowardDirector, Customer Services and Marketing Metro Transit, Minneapolis MN 2019 APTA Marketing and Communications Workshop