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OCTA Overview

Customer Service: It’s Not a Department, It’s Our Business APTA Marketing and Communications Conference February 25, 2013 Stella Lin - Department Manager Marketing and Customer Engagement Orange County Transportation Authority. OCTA Overview. Orange County ’ s primary transportation agency

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OCTA Overview

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  1. Customer Service:It’s Not a Department, It’s Our Business APTAMarketing and Communications ConferenceFebruary 25, 2013Stella Lin - Department ManagerMarketing and Customer EngagementOrange County Transportation Authority

  2. OCTA Overview Orange County’s primary transportation agency • Multi-modal focus on freeways, streets, and transit • Bus Transit • 80 routes • 6,500 bus stops • 175,000 daily boardings

  3. Back to Basics: 2003-2005 Putting Customers First • Retained Transit Advocates • Implemented 80 Initiatives to improve bus service and customer information

  4. Results In 2005, OCTA was selected as America’s Best Public Transportation System by the American Public Transportation Association.

  5. Recession • Loss of State Fundingand Decline in Sales Tax • Service Reduction • 400,000 hours lost • Layoffs • 43 employees

  6. A Climate for Innovation Decreased Budget Increased Innovation

  7. Doing More With Less

  8. Manage Resources: Cut Costs • Reorganized Customer Relations • Reduced 12 FTE’s • Renegotiated Customer Information Center (CIC) Contract • Firm Fixed Cost per Call • Shift Customer Engagement Calls to the CIC • Comments • Pass Sales • Reduced Fare IDs

  9. CIC COST COMPARISON OF PRICING:COST PER CALL vs. FIRM FIXED

  10. Customer Comment Analytics 3 Month Comparison November 2012 – January 2013

  11. Customer Comment Analytics Complaints – Top Routes

  12. Digital Communication: JustClick 200,000 Trips Planned Monthly

  13. Digital Communication: Text4Next

  14. Digital Communication: Social Media

  15. Digital Communication: eBusBook

  16. Customer Loyalty: iRide Campaign

  17. Customer Loyalty: Jingle Pass 55 percent of Jingle Pass customers used to pay cash • Sponsorships Offset Discounted Cost • Good for 45 Days • 45% Discount

  18. Customer Loyalty: Jingle Pass TOTAL BUS RIDERSHIP Ridership increased 5.7 percent over last year during the Jingle Pass period

  19. Customer Loyalty: Improve Service

  20. Customer Loyalty: Expand Options

  21. Customer Service Culture Sustain the people on the frontline through a culture of support, recognition, and mentoring.

  22. Customer Satisfaction

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