NEXUS

Customer Service Strategy

Research Report

Prepared for: Nexus Prepared by: Survey & Marketing Services Ltd

Rita Brophy Head of Qualitative Research

brophyr@surveymarketing.co.uk DDI: 00 44 (0) 191 270 6924

March 2010

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CONTENTS

Page Project Aims 3

Research Objectives 3

Methodology 4

Key Conclusions 5

Key Findings:

Users: Transport Usage 7-11 Perceptions of Customer Service 12-26 Awareness & Opinions of Customer Service 27-50 Non-Users: Transport Usage 51-52 Perceptions of Customer Service 53-59 Awareness & Opinions of Customer Service 60-61 Users & Non-Users Perceptions of Smart Ticketing 62-66 Users & Non-Users Opinions of Real Time Up-dates 67

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Project Aims The aim of the research is to gain an insight into passengers‟ customer service requirements. The research also aims to identify areas of customer service and information provision where improvements are required.

Research Objectives The Research Objectives are as follows: To establish customers’ level of satisfaction and awareness of all aspects of Nexus customer service provision including:

Safety and security for all services: Awareness of CCTV, quality of lighting at stops/stations, perception of safety on public transport day and night

Visibility and availability of customer service staff Awareness of where to obtain public transport information Awareness of the formats of public transport information available Awareness of the complaints procedure Opinions on knowledge and service provided by customer service staff

– Travelshops, Traveline, Link Up, Nexus complaints line, Bus station customer advisors, Metro customer advisors

Future options:

Views on possible implementation of smart ticketing - methods of ticket purchase, ticketing options and pricing structure

Views on a “one stop shop” call centre based complaints line – calling options, cost of calls

Media and marketing options - new layout and design of public transport leaflets/timetables/maps.

Views on possible real time updates via text message, email/internet Barriers customers face:

What difficulties do users experience when attempting to obtain public transport information – face to face, telephone and online

Are the current formats/methods of relaying public transport information suitable for all passengers?

Do any particular groups of people face difficulties when attempting to access information?

What are the barriers associated with using new ticketing technology?

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Methodology

Qualitative Research 4 Focus Groups: 1. Male & Female Users - 16-24 years of age 2. Male & Female Female Users – 25-45 years of age 3. Male & Female Users – 46-65+ years of age 4. Non-users – mix of ages All respondents were recruited on-street, using a recruitment questionnaire designed to ensure each participant fit the profile of the target audience required for this research. All groups took place in a conference room in a hotel in Newcastle. 8 participants were recruited per group: 7 attended group 1 8 attended group 2 8 attended group 3 8 attended group 4 Although ethnicity and disability status was not stated in the focus groups, it was observed by the moderator that all participants appeared to be Caucasian and of sound mobility.

This report covers users and non-users individually, highlighting any differences between the user age groups when they occur, and concentrates on the three key themes in the discussion guide:

Theme 1: Public Transport Usage

Theme 2: Perceptions of Customer Service

Theme 3: Awareness & Opinions of Customer Service NB. Participant names have been changed within this document.

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Key Conclusions This research has revealed mixed levels of satisfaction with regard to customer service on public transport in Tyne & Wear. Some passengers are highly satisfied with customer service on public transport, to the extent that they are „emotionally attached‟ to “their” public transport system, particularly busses, on which they meet and make new friends and have a cordial relationship with the drivers. Indeed, there is evidence that the bus and Metro journey‟s they take are regarded as a pleasant addition to their day and they are highly appreciative of public transport, as it enables them to conveniently shop, socialise and explore the local area. Most other passengers however regard public transport less emotionally, thus are more prone to highlight negative issues, as indeed, are non-users, who find using public transport less convenient than using their car.

The key areas of customer service regarded as requiring improvement are: Bus Driver Attitudes Although there is strong evidence of many bus drivers‟ being pleasant and patient, there is also much evidence of the opposite scenario, thus passengers are experiencing an inconsistent approach. Some drivers are regarded as “grumpy” and are accused of driving above the speed limit and in an erratic manner, which can result in passengers being „jostled around‟ on the bus. This is particularly worrying for parents with small children and buggies. This prompts for requests for driver‟s to be fully trained and regularly monitored in customer service skills, including politeness and patience. Cleanliness Once again, this research has revealed inconsistency, as there are examples of clean and “dirty” busses/Metro‟s. This prompts for requests for more regular cleaning and air freshening, e.g. every time a bus/Metro is at a terminus. Efficiency In the main the Metro is regarded as efficient, but busses are “hit and miss”, thus inconsistency is once again revealed.

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Although most passengers do appreciate that a public transport system, particularly one that relies on the roads (busses) will be subject to delays at peak traffic times, they feel that efficiency could be improved by improving customer information. The Metro is praised for informing passengers when the next train is due and if there are any delays, although it could be further improved by giving full information as to why a delay has occurred. Bus stations could be improved by having real-time up-dates as to when a delayed bus is due, which something that is believed to be possible if the busses were equipped with satellite navigation systems. Lack of Change This is an issue that has caused some problems for both bus and Metro passengers and it is highly irritating when they find they are unable to travel at their chosen time because either the bus driver or Metro ticket machine lacks change. There is evidence that the concept of Smart Ticketing, as tested in this research, would negate this issue, whilst providing a modern solution to the problem of „no change‟. Security Busses are generally regarded as secure, but Metro‟s have been revealed to have a security need-gap, particularly as it perceived that youths can freely embark on a Metro with alcohol in their system or on their person as there is no-one to tell them not to (as would be the case with a bus driver). Most passengers and non-passengers are aware of ticket inspectors, but there is no awareness of security staff, and this has been shown to be a barrier for some to travel on the Metro at night. There are requests for uniformed security guards to patrol the Metro trains and stations at night to enhance one‟s feeling of safety. Cost Costs per „zone‟ create an inconsistent attitude toward ticket pricing, as some journeys, being in a wide span within the zone, are regarded as value for money but others, being only one or two stops within the zone, aren‟t. There is evidence that if Smart Ticketing was linked to a discounted fare structure its value would be enhanced, and costs may then be regarded more positively.

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Key Findings USERS AGED 16-24 – TRANSPORT USAGE Participants were aged 24, 21, 18,19,19,19 and 16. Darren is 24 and has two young children and works full-time. He works in Washington and makes the round trip there and back by bus from Gateshead every weekday. He also uses the Metro to take his daughter to St James‟ Park for Newcastle United home games, and he and his partner use busses and Metro‟s to take their children shopping in Newcastle. Tom is a 21 year old part-time worker and part-time student, travelling to Doxford Park from Whitburn every day by bus. Two of the 19 year olds, Lucy and Nigel, are full-time students, as is the 16 year old, Naomi. They travel frequently to and from college/school by bus and Metro. Naomi travels with a group of friends. The other 19 year old, Claire, and the 18 year old, Debbie, are mum‟s who work part-time, using busses and Metro, very frequently, sometimes alone, sometimes with their child in a buggy. There is evidence from some of occasionally socialising with friends in Newcastle and taking a Metro and/or late bus back home when they do, with one stating, “the Saturday night Metro is full of drunks but it doesn‟t bother me!” 3 participants have used the North Shields Ferry in the past for „an odd day out‟.

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USERS AGED 25-45 – TRANSPORT USAGE Participants were aged 45, 40, 40, 34, 34, 33, 25 and 25. Cath is 45 years old, and is married with two teenage daughters. She works full-time, and travels from Whitburn to Felling every day by bus/Metro, leaving at 7am and returning between 4-5pm. At weekends she travels into Sunderland city centre to go shopping, sometimes alone, sometimes with her daughters. She tells a story of the last time she travelled by Metro at night after a she attended concert in Newcastle with her children, “The last train is awful! The language, and the smoking and drinking out of cans. It felt like a time bomb. We weren‟t comfortable. Through the days they check (referring to ticket inspectors) just to make sure you‟re paying! But there‟s no supervision at night”. The 33 year old mother of one, Sally, contributes to this point by stating, “The Metro is terrible at night. There‟s no quality control of the people who get on. It‟s full of drunken yobs passing out and vomiting”. One 34 year old, Lesley, travels from Monkseaton to North Shields and back by bus every day from 10am – 2pm and states, “It‟s great, really quiet!” One of the 40 year olds, Diane, is a mum of 3 who works part-time. She frequently travels by bus and complains that when she is waiting for the bus to Chapel House mid-afternoon it is often “really, really busy” and due to having a buggy she has to wait for the next bus but this risks her being late to pick up one of her children from school. The additional 10-15 minute wait for the next bus leaves her feeling “up-tight”. This sentiment is echoed by the 34 year old mother who describes the feeling as “panic!” The 34 year old male, Peter, has a partner, but no children and he sometimes travels into Newcastle by bus to socialise in the evenings. He avoids the bus home however as “historically there were loads of fights”, and he states that “a taxi for four is cheaper than bus fare”.

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A 40 year old participant, Joy, is a mother of a grown-up daughter. She takes the bus from Gateshead to South Hylton to visit her daughter and describes the journey as “fine”. However, when she goes shopping on a Sunday she is dissatisfied with a Sunday bus service as she has to wait up to ¾ of an hour for her bus (compared to a typical wait of up to 15 minutes). She states, “The shops are open as normal, so the busses should run as normal!” Alan is a 25 year old student who travels by Metro every day from 4 Lane Ends to Newcastle. He often gets the last bus back from Newcastle into High Heaton at 11.30pm. In general he is very satisfied with the service day and night. Jeff is 25 years old, is single and works full-time. He travels extensively around the Hebburn, Heworth, Pelaw area by Metro visiting family and friends. He travels in the day and at night and he feels there are no big differences between the two, although he will get off at Hebburn Metro station at night rather than Fellgate due to Hebburn being more populated. All are aware of the North Shields Ferry but none are using it on a regular basis.

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USERS AGED 46-65+ – TRANSPORT USAGE

Participants declined to tell their age, however there was a good mix within the age band. Mary works part-time and takes the 7 minute walk from home to Boldon Metro station alone at 8am and 4.30pm. Of this walk she comments, “It‟s a remote, secluded hilly area. You feel cut off. There‟s no cameras”. Her daughter was attacked in daylight hours in this area, prompting Mary to state that neither she, nor her daughter, would walk there on their own at night, therefore they do not travel by Metro at night. Rose is retired and lives in Gateshead. She relies on her local bus service to take her around Tyneside, and is highly satisfied with it, “We have loads of busses coming along Low Fell. It‟s a good bus to Metro service. It‟s brilliant!” Kim is a grandmother who takes her grandchildren for a ride on the bus or Metro weekly as a “treat”. She is dissatisfied with buggy provision on busses however as „the lack of buggy spaces‟ causes her to leave Newcastle at 2pm so that she can be sure to get on a bus that will enable her to be at school pick-up by 3.15pm. Janice works part-time and travels five times a week by bus and Metro from Forest Hall to Gosforth and Newcastle. She leaves at 9.15am and returns at 2.30pm and states, “It‟s an excellent service!”

Bill socialises in Newcastle two or three times per week, travelling from Gateshead and back by bus. He is very satisfied with day and night time busses, stating, “We‟ve got stacks of busses. I‟m the one you don‟t want to sit beside on the way back!”. Occasionally he has “the Metro run” where he and his pals take a full circuit to the Coast, getting off at every station to have a drink.

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Dermot is retired and uses the Metro regularly for socialising with pals. He travels from West Jesmond to Gosforth. Every Tuesday night his group have a “curry run” to South Shields. They get to South Shields via the North Shields ferry, which is regarded by him as being regular and punctual, however he has a slight “niggle” that it costs him 50p when he travels on all other public transport for free. Also, the ferry stops at 8pm, therefore he travels home by Metro, and he and his pals ensure that they travel in the front carriage near the driver as a safety precaution. John is married and works full-time. He uses the bus two times a week and the Metro once a week. He goes from Percy Main to North Shields by bus and into Newcastle by Metro. After socialising with his pals he gets the last Metro to Percy Main from Tynemouth, described as, “A bit boisterous, but there‟s no trouble”. Jack is retired and travels alone by bus and Metro in and around Whitburn, Newcastle and Jarrow.

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ALL USERS – PERCEPTIONS OF CUSTOMER SERVICE

Spontaneous Association: When asked to call out any words, terms or images that come to mind when thinking about „Customer Service‟ on public transport in Tyne & Wear, the following insights were revealed:

Driver Attitudes: The two younger groups (16-24;25-45) referred to the variation in bus drivers‟ attitudes, from “grumpy” to “polite”. They estimate the ratio of this as between “50/50”, to “70 polite/30 grumpy”. Interestingly the older group (46-65+) did not mention bus drivers‟ attitudes as an issue when spontaneously discussing customer service. Comments regarding “grumpy drivers” from younger participants include:

“Most are polite, but you do get the one‟s that are having a bad day”

“They‟re nice to the elderly and adults, but not to us. One made me stand at the front to wait for change. It‟s a bit degrading. You feel like a bit of an idiot” (16 year old)

“We say please but they don‟t say thank you. I would get sacked for that!”

“Miserable drivers flying towards the bus stop and breaking at the last minute!”

Their experiences prompt them to request that all bus drivers are regularly trained and monitored in customer service techniques.

Dirty Busses & Metro’s: Although it is not always the case, it is often noted that public transport is dirty.

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Indeed, one 25-45 year old participant who generally “loves busses” showed a photo of the „buggy area‟ of a bus that had a “bits of sausage rolls, bus tickets, jelly babies” and other debris lying around. She felt this was a health and safety risk as “someone could slip” and asks, “When the bus is parked up at Gateshead Interchange why can‟t someone clean it?” Litter dropping and dirt build-up leads to requests for more regular cleaning and air freshening of busses and Metro‟s and indeed, for banning eating and drinking on public transport to aid the comfort of all passengers:

“You daren‟t put your shopping on the floor because the floors so dirty!”

“There‟s bits of food, bottles of pop…people put their feet on the seats…spitting…spilt coffee…the Metro News is left everywhere! ”

“Sometimes the bus window is so manky you can‟t see out!”

“I‟ve held the bar on the Metro, looked at my hand and it‟s been scruffy!”

“The smells of food and BO. They should spray air freshener once it‟s stopped”

“I think they clean the Metro every time it stops at the depot, but not the busses”

Lack of Change: It is highly irritating to paying passengers that they are not allowed on busses or Metro‟s due to lack of change. One participant told a story of trying to get on an early bus to work, with a £10 note to pay his fare, and being told by the driver he had no change therefore he couldn‟t let him on the bus. This meant he could try to obtain change from a shop and wait one hour for another bus, thus be late for work, or take a taxi, which he did at a cost of £14. Others have faced similar scenarios where they have had to stand at the front of the bus until the driver gets enough change (notably young people), or where they have tried to obtain change from a local shop, only to be refused

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by the shopkeeper, so then having to buy something they don‟t need in order to get change for their fare. They argue that it should be Nexus policy that if one has enough money to pay, one should be allowed on a bus:

“Why don‟t they have a float on the first bus in the morning?”

“You daren‟t get on a bus with a note!” “£5 plus and he takes the huff!”

Punctuality:

Metro‟s have an excellent reputation for being punctual and for keeping passengers informed about when the next train is due. However one older passenger noted that she had been “abandoned three times last week” due to the Metro she was travelling on to Boldon stopping at Pelaw without an explanation, “Tough! We were told to get off but none of us knew why”. Busses, being subject to traffic conditions, are less noted for being punctual, and there is a request from an older passenger for better information at bus stations, e.g. The Haymarket: “There‟s a sign telling you what time it‟s due but then it doesn‟t come and there‟s no-one to ask about it. If the driver could sat nav, or radio in, to say where he was they could up-date the information board”.

Buggy Spaces:

Parents and Grandparents appreciate the convenience of low-liner busses for pram and buggy access, however they are often stopped from travelling due to there being three buggies on the bus. They believe that other mothers are not encouraged to fold their buggy down by the driver, so that other buggies can travel, and that there should be a lot more space for buggies on busses, e.g. introducing double-deckers that have one half of the lower deck assigned for buggies, wheelchairs and elderly people.

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Lack of Security: Older participants in particular note a feeling of lack of security when travelling by Metro. They maintain that the whole Metro system is “all machines, no people”.

They argue that Police should man every 3rd or 4th train in the hours of darkness (7pm+) to maintain a “security presence”.

Price: It is noted that if one is travelling in a group of 4, it is often cheaper to travel by taxi than by public transport.

Picture Projection:

All were asked to select a picture from magazine clippings to symbolise their perception of Customer Service on public transport in Tyne & Wear. These pictures echoed the points made in the spontaneous association. The images and descriptions appear below:

PICTURE PROJECTION: USERS AGED 16-25

Darren:

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This is relating to space for prams and children on the buses, there is not enough pram space. It‟s mainly taken up by prams but what if you were a wheel chair user? You see mothers not being able to get on buses as there is no extra room, there shouldn‟t be a limit to only three buggies. If you took away some seats at the front there would be more room. There is room for bags etc but no-one uses it. This space could be used for prams and wheelchairs. The double-deckers are limited as well, there‟s not as many as there previously was.

Tom:

They (bus drivers) know exactly what they are doing, but they do the wrong thing just to annoy me. That‟s exactly what she does (Margaret Thatcher). Like with the change, they have the change and just choose to say they haven‟t. I had to get off the bus and I don’t think this is very good customer service. And it only happens to specific people. I don‟t know why this is, maybe it takes more time to rummage for more change.

Lucy:

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It‟s a whole new ball game. You don‟t know what to expect when you get on a bus. You don‟t know if there will be room for you to get on with a pram, you don‟t know about the bus drivers attitude, you don‟t know what the state of the bus will be, you don‟t know whether it is going to be on time. There is less uncertainness with a bus than a Metro. Especially with the weather, you don‟t know if transport is going to run on time, especially the Metro for this case. Again pram space, there is not a lot of room for mothers. It is quite annoying for them. Also the way that you get spoken to can be quite disrespectful.

Nigel:

A watch. The Metro is always on time. I never have to wait more than 10 minutes. I‟m never late for University. Reliability.

Naomi:

I don‟t really know why I chose this picture. The only thing that I can think of is that you can‟t let dogs on the bus. It’s friendly on some buses, but some can be dismissive, like in Town they are not as friendly as around Gateshead Interchange.

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Claire:

I picked this grey colour as it‟s dull, I don‟t like buses. I can‟t wait to pass my driving test so that don‟t have to use them anymore. They‟re horrible. I really don‟t like them, everything about them that has been mentioned. They‟re never on time! All bus drivers are horrible, there isn’t one nice one, they are all old, the attitude is bad. They just drive past you when there is no space rather than stopping to tell you.

Debbie:

Metro‟s are always on time, but busses are either too early or too late, they are never on time. Maybe it‟s to do with the traffic, the time of day, which can cause problems if you have somewhere to be by a certain time. There should be back-up buses for late ones or ones that have broken down.

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PICTURE PROJECTION: USERS AGED 26-45 Cath:

Sunday is the normal day I go shopping and I had loads of bags and had to wait 25 minutes for a bus and I couldn‟t put a bag down, as the ground was so wet. The bus stops should have a mesh to rest bags on as the water runs into bus stops.

Sally:

I’m not really sure why I chose this, mainly because the picture is old and decrepit, a bit like customer service, which is in the dark ages as far as public transport goes. I used to have an annual pass but one day forgot it. I would like there to be a system where they can quickly

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back check you to prove you do actually have one, they system at the moment is very old fashioned.

Lesley:

Sometimes you get on the busses and there is a smell. The cleanliness off the bus isn‟t very good with people leaving litter, as well as people are very unhygienic. Busses can‟t help it, about other peoples hygiene, but the busses should be cleaned more, put a little box on the back of the seat for tickets to be put in. Quick cleans could be done between stops.

Diane:

Some drivers are nice, however most of them have an attitude. One particular case of this is if someone has stayed on a stop longer, yes they are in the wrong, but instead of saying excuse me they are very rude and offhand. I don’t think drivers have been on a customer service course.

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Joy:

I love going on buses. I have a nice chat with anyone. One time I actually started talking to an elderly woman and ended up going for a coffee with her! I think old people go on buses to have a chat, you find the odd dirty bus, but apart from that you have a nice chat and the drivers are always friendly. Busses are good for socialising with people.

Alan:

I chose this picture just to show that the Metro should smell nicer. You can tell people are smoking on the Metro late at night because there isn’t anyone there to check this isn’t happening and stop it.

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Jeff:

This represents what it‟s like in the morning and evening on a train with all the commuters, students, people going to work, packed liked sardines. Everyone pushes and people don‟t give up their seats. Its‟ very disorganised, not very hygienic, you could easily be pick pocketed because of the amount of people. Also it‟s an invasion of space, on a bus you have the driver there to say „sorry we are full‟, maybe this should be the case on a train.

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PICTURE PROJECTION: USERS AGED 46-65+ Mary:

It‟s a good expression, what time is this Metro going to turn up? Surprises are never good, not turning up, late? I‟ve been abandoned, which annoys me when I pay for a Metro pass and they leave me abandoned, especially when you are on your way to work and they don‟t give you a reason. The rest of the time it’s fine so I just thought of his face! Clock watching as well.

Rose:

A helping hand is very appropriate. Low liners were you can get buggies on are fantastic, it‟s not like it was when you were struggling to get onto buses there was no way you could get onto the bus with a pram. However there could be more! I think sometimes you put your life in your hands getting onto the bus with some of the drivers, they just close the doors and put their foot down, kids quite often fall off the seat when he brakes. You have got to hold on going round the corner, trying to hang onto the kids, it’s a

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nightmare sometimes! This is about a third of the time. Drivers need to take the test again! He said you can‟t get one time as there was no room for a buggy, I had to take my child out of the buggy, which was fine but he was very rude whilst waiting, very bad tempered about it. It’s not easy travelling with kids but I must say it is easier than it was.

Kim:

A knife, it‟s dangerous. The drivers think it‟s Brands Hatch, they close the doors and put their foot down! You know the ones, you think „oh no, here we go!‟ I get the impression they have to stick to the timetable no matter how fast that means they drive.

Janice:

I have quiet an enjoyable journey to work. I‟ve done the same run for 17 years and I have got to know people on the bus. I‟ve made good friends with a girl, solely from travelling to work. Most of the drivers I know are always great when I get on so I would say that I have an enjoyable journey to work. If you press the bell you don‟t get off your seat until the bus has stopped whether the driver is huffed or pleased that‟s what you do. If an old person gets on the bus, the driver will sometimes wait until they have sat down before they pull away.

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Bill:

Sat Nav, like my travel, I think they give you plenty information about stations, times, which is helpful when you are on a Metro. Maps tell you where you are and will tell you what services and stops are coming up next.

Dermot:

Because I get free transport, except for the ferry which is 50p to pay, and that can be quite annoying. I find the customer service generally pretty good, there‟s 1 or 2 things, but generally it‟s pretty good. Displaying bus times is not always good but busses generally come in and leave on time. But there‟s no explanation as to why they are late so you don‟t know whether to wait or try something else. They should be linked to a GBS where it can say the bus is arriving in two minutes. There’s not enough on the spot information. If they are going to be late you need more up to date information.

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John:

A fast car, it‟s like a Metro. It‟s a faster service, it beats a bus, especially for the Newcastle run. I have seen that picture in Metro stations and it reminds me of travel, also I think the presence of people is missing on a Metro. People can get away with anything. The driver who is driving the train, they can‟t just stop and look back. He‟s a driver not a policeman. The Metro is not a cheap service, they should have someone walking up and down the train, every fourth train or so, just to feel someone’s presence so that you feel a bit safer.

Jack:

Most of mine is about the general public. The ice-lolly‟s are to show the amount of food, cartons that roll around your feet on a bus and a Metro. Shopping, it is a nightmare to get on buses when you have shopping. Women are the best drivers of all the drivers, I must say. Also I got on a Metro at 5pm in the afternoon and 4 young lads got on. They never directly threatened anyone one but it is the fear, the fear is nearly as bad.

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ALL USERS – AWARENESS AND OPINIONS OF CUSTOMER SERVICE

CCTV:

All are aware of CCTV at Metro stations and on Metro‟s and Bus stations and some busses, and some feel that CCTV could act as a deterrent and a useful back-up to crime, however many are sceptical as to whether all CCTV is genuine, “Are they dummies?”, and what, if any, use it actually provides, “It‟s just recording to a tape. It‟s not an instant feed to the Police”; “What will it do? It‟s just footage. I‟d rather have a person (security staff) there”. One older participant told a story of her daughter having her bag stolen on a Metro at Felling Station but the incident was not recorded on CCTV because, “It was there, but it wasn‟t working!”

Uniformed Staff:

The uniformed staff most commonly seen are Ticket Inspectors whose role is perceived as one of “making money, issuing fines”, rather than providing security. Security staff would be warmly welcomed, particularly on night Metro‟s, and whilst it is appreciated that a security guard may not be able to stop all trouble, it is suggested that he could radio ahead for Police back-up at the next station.

Lighting:

Most are satisfied with lighting standards in main Metro and bus stations. A few regard some smaller bus stops as being dimly lit and “not well sheltered”.

Safety:

All feel safe in day light hours. However all women and some men feel unsafe at night, particularly on the Metro, due to gangs of youths and drunks. This prompts the comment, “There needs to be a random security presence on the Metro at night, like the Railway Police”

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Customer Service Staff:

In the main customer service staff are believed to be knowledgeable and courteous.

Public Transport Information:

Generally, this is delivered to high satisfaction in various formats. Most can obtain information easily from customer service advisors, via Travelshops and the Internet. Although it should be noted that some older participants found finding routes via the Internet somewhat complicated. However, it is noted that certain services, e.g. Link Up, should be publicised more.

Complaints Procedure: Most are aware that this exists as a result of advertising on tickets and Metro‟s. If not aware, most would access the Nexus website to find out where to direct complaints to. Most prefer a 1-1 dialogue rather than an automated service. There is widespread satisfaction at the prospect of a „one-stop-shop‟ call centre and it is reasoned that this should be open from the time the first bus/Metro runs in the morning to one hour after the last bus/Metro runs at night. Operating during travelling hours will, they believe, provide a responsive service, e.g. if one loses one‟s purse on the last bus one is able to report it and have it investigated immediately.

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ALL USERS - DIARY ENTRIES: Each participant was given a travel diary to complete for the week prior to the focus group to express their level of satisfaction with regard to customer service on public transport in Tyne & Wear. To follow are the diary entries from the user groups:

DIARY ENTRIES: USERS AGED 16-25

Darren:

Travel Diary Day 1: Saturday Travelling to/from: Gateshead Town Centre from Deckham. Then on Metro to Town, heading to the match. Comments/notes: Bus fare was £1.20. Bus was clean and tidy and bus driver spoke in a good manner. Got off the bus number 58 at the Interchange and got off the Metro at Central Station. Fare being £1.20. The Metro was tidy and had limited seats.

Tom:

Travel Diary Day 1: Travelling to/from: South Shields-Whitburn Comments/notes: Bus stop on time, quick and easy transaction with bus driver who was clean spoken and quick and accurate during the transaction. Day 2: Travelling to/from: South Shields- Jarrow

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Comments/notes: Metro on time but the ticket prices are expensive even though only travelling a short distance.

Day 3: Travelling to/from: South Shields - Whitburn Comments/notes: Not enough seats on the bus and driver still letting more passengers on. Day 4: Travelling to/from: Sunderland - Seaburn Comments/notes: Metro on time but not enough seats, possibly just a busy time of day but seating arrangements could be made different for more seats. Day 5: Travelling to/from: Whitburn - Sunderland Comments/notes: Bus driver was late, talked to passengers too long before departing and also stopped to talk to a friend for a moment. Day 6: Travelling to/from: South Shields – Whitburn Comments/notes: Bus on time, no delays, quick journey. Day 7: Travelling to/from: Sunderland – South Shields Comments/notes: Bus driver would not allow a friend on the bus with a bottle of pop. I know food and drink isn’t allowed on the bus in case of mess, but I didn’t think a sealed bottle would matter!

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Lucy:

Travel Diary Day 1: Travelling to/from: Home – Uni, Uni - Walker Comments/notes: Both Metro and bus service in both directions fine. Day 2: Travelling to/from: Home – work, work - home Comments/notes: Going to work, service fine, except drivers attitude was not appealing. Coming home, having to wait 30 minutes for a bus – 63,62 A more often later service would be appropriate for those working later. Day 3: Travelling to/from: Home – work, Work - home Comments/notes: Buses often late on a Wednesday – coming home having to wait 30 minutes before a bus arrives.

Day 4: Travelling to/from: Home - Walker Comments/notes: Service generally well but waiting times poor. Day 5: Travelling to/from: Walker – town, Town – Crem, Crem - Walker

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Comments/notes: Bus service generally good. Large number of buses available to get to destination.

Day 6: Travelling to/from: Home – work, work - home Comments/notes: Bus on time but should run more often on a Sunday morning as there isn‟t any earlier than 6.49am and it is made difficult when on an occasional 6am start. Day 7: Travelling to/from: Home to Uni and back Comments/notes: Bus dirty, driver very cheerful and friendly. Metro on time, clean and a pleasant ride. Metro on time. Bus ok, driver grumpy Metros towards South Hylton and back should run more often and a service towards South Hylton should run through Four Lane Ends.

Nigel:

Travel Diary Day 1: Monday Travelling to/from: Haymarket from West Jesmond Comments/notes: Had a lecture at University at 9am so got the Metro at 8.20am, was quite full due to the time and had to stand, but was only two stops so didn‟t mind. However I think it is far too expensive for zone 1 especially when it was only two stops to get to Haymarket. Should be cheaper than £1.40 from West Jesmond to Haymarket, than from a stop further away but still in the same zone.

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Day 2: Tuesday Travelling to/from: Bus – Morpeth from Haymarket bus station Comments/notes: It was mum‟s birthday today, so got the bus to my parent‟s house in Morpeth. There wasn‟t a bus direct to their house, so had to get picked up from the bus station in Morpeth. Their house is in Hepscott. Day 3: Wednesday Travelling to/from: Did not travel Day 4: Thursday Travelling to/from: To Central Station from Jesmond and back Comments/notes: I got a return ticket, which I feel is alright value for money for one zone, much better than a single. The Metros were on time both ways. I got the last Metro, which I feel is late enough for a weeknight. I work on the Quayside so had to walk from Central Station. I think a Metro station would be very beneficial to the Quayside. Day 5: Friday Travelling to/from: To Haymarket from Jesmond, to Jesmond from Haymarket, and to Central Station from Jesmond Comments/notes: I bought a day saver ticket as I knew I would be using the Metro a few times today, this is good value at £3.30 as at £1.40 for a single for one zone I feel is too expensive. Think the last Metro should be later on a Friday and Saturday Day 6: Saturday Travelling to/from:

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Return Regent Centre – Jesmond and Jesmond to Central Station

Comments/notes: I was playing football so walked from Regent Centre and back as was closest Metro, could have got bus, but timings weren‟t convenient. The Metro on way back was very busy; think it probably was due to Newcastle match. On the Metro that night there was a lot of drunken people, I didn’t mind but think some people might.

Naomi:

Travel Diary Day 1: Travelling to/from: Lobley Hill – Gateshead Interchange Comments/notes: 52 bus to Gateshead comes at 10 minutes past and bus journey was quick and service is efficient. Bus driver friendly. Day 2: Travelling to/from: Saltwell Rd South – Gateshead town Comment/notes: 22 to Interchange and stay on to town. Very reliable. Favourite bus driver because always on time and the service is good.

Day 3: Travelling to/from: Lobley Hill – Elgin Centre Comments/notes: Got a bus to Elgin Centre, in total journey took 50 minutes. Very efficient. Day 4: Travelling to/from: Saltwell Rd South – Gateshead

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Comments/notes: I got the bus from Saltwell Rd South. Quick and easy journey, driver was friendly.

Day 5: Travelling to/from: Gateshead Interchange – to town by Metro Comments/notes: Very good service, enjoy getting Metro’s, they are very efficient, always on time. Day 6: Travelling to/from: Gateshead – Town Comments/notes: 21 bus – efficient, clean bus, driver was friendly, bus reliable Day 7: Travelling to/from: Gateshead – Central Station Comments/notes: Metro on time, efficient, arrived in 10 minutes, fast transport.

Claire:

Travel Diary Day 1: Travelling to/from: Denton Burn to Town Comments/notes: Quiet going there, ridiculous coming back, bus was full, people stink and hardly any pram space! Day 2: Travelling to/from: Did not travel

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Day 3: Travelling to/from: Denton Burn to Lemington Comments/notes: Waited 25minutes for the bus then when it came I couldn’t get on, there was too many prams on!

Day 4: Travelling to/from: Denton Burn, Town to MetroCentre Comments/notes: Really long journey, travelling so long with a pram then waiting times for the busses is stupid.

Debbie: Travel Diary Day 1: Wednesday Comments/notes: 6pm – got 27 from Jarrow to South Shields. 9.35pm – Waited at South Shields, ended up getting a taxi, later found bus had broke down. I think there should be back up buses. 9.30am – 27 from Jarrow to South Shields, bus driver was very nice. Day 2: Friday Comments/notes: Metro had no change so missed the Metro. I think they should have change machines. Day 3: Monday 8 March

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Comments/notes: Got Metro from Jarrow to Bede. Got Metro from Bede to South Shields. Got Metro from South Shields to Jarrow. Metro and buses should have more space for buggies.

DIARY ENTRIES: USERS AGED 26-45 Sally:

My Travel Diary Day 1: Thursday Travelling to/from: North Shields Comments/Notes: Clean bus stop. Bus was on time, very friendly bus driver, clean bus.

Diane:

My Travel Diary Day 1 Travelling to/from: Chapel House to Newcastle City Centre. Comments/Notes: The bus was fairly quiet but by the time we got to the end of West Road it was very full, there were people standing from about the middle of the bus to the front and everyone seemed to congregate around this area instead of moving to the top of the bus. Having the buggy with my son in, the squash wasn’t very pleasant, but obviously people have to get to and from their destination so you have to put up with it. Day 2: Travelling to/from: Chapel House to Newcastle City Centre Comments/Notes: The Bus was very busy when I travelled from work. It was hot, but otherwise uneventful. I often have to wait for the next bus, as the first one is full with parents going to do the school run.

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Day 3 Travelling to/from: Chapel House to Fox & Hounds pub bus stop on West Rd Comments/Notes: I was taking my son in his buggy. It was fine with no problems. Bus driver was happy and a lot of elderly people were on the bus chatting.

Joy:

My Travel Diary Day 1: Travelling to/from: Home – Gateshead – Home (56 – Gateshead, 51- Home) Comments/Notes: 51 – was a dirty bus with sausage rolls and bus tickets and was parked at Metro for 5 minutes before pick up. Day 2: Travelling to/from: Home – Gateshead – Home (56 – 57) Comments/Notes 56 - Friendly driver who was chatty. He waited until an elderly lady was seated before leaving the stop. Day 3: Travelling to/from: Home – Gateshead – Home (56-57) Comments/Notes Clean Bus, people standing, bus was on time. Day 4: Travelling to/from: Home – Gateshead – Home (52-51)

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Comments/Notes 10 minutes late and it was cold, but the driver was friendly and the bus was warm.

Alan: My Travel Diary Day 1: Travelling to/from: South Gosforth – Haymarket Comments/Notes: Travelled 1pm Metro, quiet, plenty seats, enough room for mothers with buggies. Day 2: Travelling to/from: Westmoor – Four Lane Ends Comments/Notes: Fare was cheap enough but bus was messy. Day 3 Travelling to/from: Westmoor – Killingworth Comments/Notes: Bus was busy, still messy with Metro papers.

Day 4 – Did not travel Day 5 Travelling to/from: Westmoor – Four Lane Ends Comments/Notes: Late on at night, quiet, waited long time for late bus.

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Jeff:

My Travel Diary Day 1: Travelling to/from: Newcastle – MetroCentre Comments/Notes: Bus journey – I noticed when sitting in the seats on the bus that there was not much leg

room. It‟s nice to know that the 100 bus service from Newcastle to the

MetroCentre is very regular and is a fast trip. Day 2: Travelling to/from: Pelaw to Central Station, Newcastle Comments/Notes:

I had to get an early Metro to Newcastle. It was good to know there was a frequent service that early in the morning (6am).

It was also good to know that the Metro’s were nicely heated on such a cold day.

Day 3: Travelling to/from: Hebburn – Newcastle Comments/Notes:

I noticed that when I stand up on the Metro journeys and grab the handles, they are very dirty most of the time; cleanliness on the Metro could be better.

On occasion as well I have noticed that the sign which displays the Metro times wasn’t working, this is quite inconsiderate of people waiting at the station.

Day 4: Travelling from: Newcastle – Hebburn Comments/Notes:

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Today was match day in Newcastle and getting on the Metro was quite hectic as they were packed so tight.

On the bright side trains arrive quite frequently to cater for this event also I am aware on match days the trains run later on until the night.

This isn‟t usually a problem but on this occasion the Metro‟s had quite a bit of litter but this could be due to the number of people on the Metro at the time.

Day 5: Travelling from: Gateshead – Newcastle Comments/Notes:

A friend and I were waiting for a bus to head into town, and when it arrived it drove straight past us!

The next bus wasn‟t a long wait away so it was excusable, had I been in a hurry though this would be a cause to complain.

Day 6: Travelling from: Newcastle to Hebburn Comments/Notes: I think it’s good that there are ticket inspectors checking the Metro‟s

most days to stop people skipping fares.

I’ve noticed that the Metro carriages have new information screens installed and waiting to be activated, this is a useful contribution to commuters.

DIARY ENTRIES: USERS AGED 46-65+ Mary:

Travel Diary Day 1: Monday Travelling to/from: Newcastle from Brockley Whins

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Comments/notes: Newcastle 8.58am Metro – on time, plenty of seats. No delays. Home from Newcastle - caught Metro straight away from Haymarket, roughly 5pm. Metro very busy, no seats, but no problems on journey. Particularly dirty metro (outside) back of train (window) looked like it had been ‘egged’. Day 2: Travelling to/from: Newcastle from Brockley Whins Comments/notes: Caught 10.58am Metro to Newcastle. out on time, no delays. Why have they taken the Metro paper stand from Brockley Whins? Return 4.15pm from Newcastle to Brockley Whins, Metro announcement over tannoy that said between two places was suspended due to overhead power problems, replacement bus service from Heworth. Fortunately I could ring my husband to pick me up from Pelaw so can‟t comment on what the bus service was like. Obviously this was a pain – got home at 5.05 so it was a 50 minute return journey due to traffic being bad. By the time my daughter caught the Metro at 5.30 the service had resumed. Day 3: Travelling to/from: Brockley Whins to Newcastle and return. Comments/notes: 8.58, good service in morning. No problems, train was on time. Return journey fine – 5.05pm Day 4: Travelling to/from: Brockley Whins to Newcastle. Comments/notes: 8.58am on time (1 min late) no problems. 4.30pm return good service, no problems, train crowded. Day 5: Travelling to/from: Brockley Whins to Newcastle and return

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Comments/notes: Train to Newcastle and return, no problems.

Day 6: Travelling to/from: Brockley Whins to Newcastle and return. Comments/notes: 8.58am to Newcastle – Metro on time, good service, no problems. 4.40pm return – told at Metro station that service from Pelaw to South Hylton suspended again! (3rd time in eight days that we are aware of) No mention of alternative bus service, this is disgusting! Is it just assumed that everyone can snap their fingers and have someone to pick them up in a car? Day 7: Travelling to/from: Brockley Whins to Newcastle. Comments/notes: Arrived at station 9.07am for 9.10 Metro,– next train not till 12 minutes – the 9.10 has just been totally missed out with no reason given. That’s me late for work then, this has happened before in the last couple of weeks. Why is the South Hylton service so unreliable?

Rose:

Travel Diary Day 1: Travelling to/from: To Newcastle (Haymarket) Eldon Square bus station from Low Fell – 10.45 am, Newcastle back to Low Fell – 4pm Comments/notes: Bus either way was on time. No problems at all. We have a very frequent bus service from Low Fell to Newcastle during the day. Eldon Square bus station is a pleasure to use. Day 2: Travelling to/from: MetroCentre from Low Fell and back again (afternoon)

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Comments/notes: Very reliable bus service, pity it only comes once an hour. The MetroCentre bus is brilliant and saves a lot of walking. Day 3: Travelling to/from: Team Valley retail from Low Fell Comments/notes: Used the „loop‟ bus this morning. Good 15mins bus service, clean bus and pleasant drivers. Day 4:

Travelling to/from: Public transport not used Day 5: Travelling to/from: Public transport not used Day 6: Travelling to/from: Newcastle from Low Fell Comments/notes: Usual good service, only down side (usually men) sitting on the back seats and using the seats facing forward to rest their feet on! This happens frequently. Day 7: Travelling to/from: Team Valley Retail from Low Fell Comments/notes: As usual this 15 min bus service is very reliable. Pity it does not go further into retail park itself instead of a „drop off‟ stop outside.

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Kim:

Travel Diary Day 1: Travelling to/from: Newcastle – Kenton shops Comments/notes: On the way into town the driver was polite and waited until I got the buggy „parked‟ and was not in a hurry to get there, but the driver was going too fast on the way home and breaking very hard to stop. It’s a 20mph road down the shops and he was going faster than that!

Janice: Travel Diary Day 1: Thursday Travelling to/from: Forest Hall to Gosforth, Gosforth to Forest Hall Comments/notes: Travelled on 355 to work, the bus was 10 minutes late, the bus had Metro newspapers to read on the journey. Day 2: Friday Travelling to/from: Forest Hall to Gosforth, Gosforth to Forest Hall Comments/notes: The bus was on time today. I sat with someone I have met through travelling on the bus regularly. Day 3: Saturday Travelling to/from: Forest hall to Newcastle

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Comments/notes: Got the M55 into town. This is a very good service, runs every 15 minutes. Day 4: Monday Travelling to/from: Forest Hall to Gosforth, Gosforth to Forest Hall Comments/notes: I got 355 home from work, the bus arrived on time. There was no newspapers left this afternoon. On the side of the bus they were advertising the flu jab. Day 5: Tuesday Travelling to/from: Forest Hall to Gosforth, Gosforth to Forest Hall Comments/notes: I started work earlier so had to get an earlier bus. There was quite a few children going to school on this bus. Day 6: Wednesday Travelling to/from: Forest Hall to Gosforth, Gosforth to Forest Hall Comments/notes: There was plenty of seats on the bus both ways, sat with my friend. Day 7: Thursday 11 March Travelling to/from: Forest Hall to Gosforth, Gosforth, to Forest Hall Comments/notes: The bus driver was quite pleasant today. The traffic was heavy this morning. There was newspapers to read this morning. Cheap flights with Jet2 were being advertised today.

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Dermot:

Travel Diary

Day 1: Travelling to/from: Gosforth (Broadway East) to City Centre Comments/notes: Arriva bus both ways. Buses generally clean, although one was very old. Inbound – on schedule – early afternoon. Outbound – not on schedule – late afternoon. Destination boards at Haymarket bus station only shows scheduled times – no indication that a bus may be delayed. Haymarket bus station is also looking a littlie worse for wear, is not cleaned often enough. When will the roof glass be replaced? Day 2: Travelling to/from: Monument Metro station to Regent Centre Comments/notes: Metro on time, generally clean. Day 3: Travelling to/from: Gosforth (Broadway East) To City Centre (Haymarket) Comments/notes: Reasonably clean (Arriva) and reasonably on time. Day 4: Travelling to/from: Gosforth – Regent Centre – North Shields – South Shields - Gosforth Comments/notes: Metro to Monument – change to North Shields. Ferry to South Shields. Metro to Regent Centre. 50p charge on ferry for OAPS!!

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John:

Travel Diary Day 1: Travelling to/from: North Shields – Percy Main Comments/notes: Bus No.1 came on time, a short wait to change drivers to North Shields. From North Shields to Percy Main bus five minutes late. No problem with journey. Day 2: Travelling to/from: Percy Main to Newcastle, there and back. Comments/notes: Journey ok. Kids on Metro station platform. Day 3: Travelling to/from: Did not use public transport Day 4: Travelling to/from: Percy Main to North Shields Comments/notes: Driver had a bit of an attitude, must have had a bad day. Apart from that good journey bus, on time there back.

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Jack:

Travel Diary Day 1: Travelling to/from: Newcastle from South Shields Comments/notes: 5 young adults boarded the train at Hebburn at approx 5pm. They had obviously been drinking and although not directly threatening anyone in the carriage people did feel intimidated by their behaviour. Day 2: Travelling to/from: Newcastle from Chichester Comments/notes: A man sat on a carriage of the Metro with his feet up on the seat opposite. When an elderly lady boarded the train at Hebburn and attempted to sit down on the seat he made no attempt to move his feet, resulting in the lady having to walk further up the carriage to find a seat. Day 3: Travelling to/from: From Pelaw to South Shields Comments/notes: Whilst standing in the Metro station at Pelaw I overheard a mobile phone conversation from a person who had obviously boarded the previous train telling four friends that he had not seen any inspectors on any of the stations between Pelaw and South Shields and therefore none of them had purchased any tickets for this journey. On boarding the train these four people were quite openly bragging about this and it was quite obvious that this was a well planned exercise that was carried out regularly by them. Day 4: Travelling to/from: N/a

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Comments/notes: I have for the past two years regularly travelled on the E1, E2 and E6 between Whitburn and South Shields before 9.30am and therefore unable to use my bus pass. Whilst I realise this is to preserve accommodation for paying passengers I have found in my experience the bus is no busier before 9.30am than afterwards, in view of this may I make the following suggestions: All people who presently qualify for a free buss pass be charged £1 per week, and the 9.30 rule is abolished. Advantages – would reduce the cost, especially to the current economic climate, would also balance the volume of passengers, in that many passengers with bus passes would not have to wait until 9.30am when the volume is particularly high.

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NON-USERS – TRANSPORT USAGE:

Tom is married with 2 children. He uses his car for most of his travel needs, however just before Christmas he wanted to “avoid the hassle of getting into town” so he left his car at home in North Shields and travelled by bus to Newcastle. Although he did benefit from not having to deal with traffic issues himself, he did not feel the bus journey was value-for-money as it cost him and his wife £7.50, which, he maintains he would not have spent on petrol/parking, as he can park “just outside (the city) for 50p per hour”. Thus, he regards bus travel as “expensive”. Anthony is a student who walks to University and into Newcastle to socialise with friends. He has no negative issues with regard to public transport, however he has “no need” to use it, save for occasional use of the Metro, e.g. to the airport. Emma is a student and she travels by car from North Shields into Newcastle every day and uses her parking permit, which costs her £30 per annum. When socialising she prefers to get a lift or a taxi as she maintains that a taxi shared between four is far more convenient yet comparably priced to the bus. Julie is a married mother of two who goes “everywhere by car”. She admits to being “lazy”, but she also shows safety concerns about public transport, stating, “I give the kids a lift otherwise they could be at risk. You just don‟t know who‟s out there”; “Busses aren‟t secure at night, I‟d rather get a taxi to the door”.

Mandy is a mum of 5. She travels by car but when it was having an MOT she travelled, with her twin babies, by bus, stating, “never again!” as she felt other passengers were making comments because she was struggling to cope with the double buggy on the bus. Of her 19 year old she comments, “We won‟t allow her to come home on the last bus or Metro. We pick her up, or she gets a taxi”. Fred is a tradesman who takes his car “all over the place”; “I totally enjoy being my own person, not sitting beside people I don‟t want to”. The last time he used a bus was 6 months ago when he met some pals for a social evening in town.

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Tim is 28 and is married. He is a “gym freak” and travels extensively by bike during the day. He used to travel by Metro to socialise in town and Jesmond at night, but he has stopped this now, due to his wife having experienced racial abuse on the Metro on a few occasions, “it totally spoils your night!”, and also because he finds it “really expensive”; “We get a taxi now, door to door, so we can relax” Leanne is a 22 year old mother of one and is heavily pregnant. She lives within walking distance of work but chose to go Christmas shopping by bus last October. She felt the bus was “full of ignorant people who wouldn‟t move for the pram”.

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NON-USERS: PERCEPTIONS OF CUSTOMER SERVICE

Spontaneous Association:

When asked to call out any words, terms or images that come to mind when thinking about „Customer Service‟ on public transport in Tyne & Wear, the following insights were revealed:

Expensive: Some have been “shocked” recently by bus and Metro fares; however one who has travelled recently by bus thought the fare was “reasonable”.

Lacking Change: They have direct experiences from the past, or know of people, who have been refused access to a bus for having notes, not change, and they strongly object to this: “Even if you offer a £50 note, you are willing to pay for that journey. They should have the facilities to change any money!”

One tells a story from his past when all he had was a £20 note to pay for his Metro fare and the machine would not accept it. He needed to make a date, so he travelled without a ticket and was stopped and fined £20 by the Ticket Inspector, although he explained the situation, and said his attempt to buy a ticket must be recorded on CCTV. He believes the Inspector “pocketed” his £20 as he still receives postal demands for it “to this day” and he has consulted on-line blogs in which people have described similar occurrences, leading him to question the “honesty” of the Inspectors.

Dirty Busses & Metro’s: There is a perception of “graffiti”, “tab burns” and “litter”, prompting the comments: “I went to the Coast on the Metro in the six weeks holiday. There was cans, sand, empty chip cartons all over. They made no attempt to clean it up”

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“My brother sat on chewing gum on a bus seat going for a night out!”

Lack of Safety:

Most would feel safe during day time travel, but night times, particularly on the Metro, are perceived as fearful: “There‟s chavva confrontation that I don‟t need to have! ” “There‟s cameras, but there‟s no-one there to break up a fight when it‟s happening” “A bar has bouncers, but at the Metro you could get your head kicked in for 15 minutes before anyone would come”

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Picture Projection:

All were asked to select a picture from magazine clippings to symbolise their perception and expectations of Customer Service on public transport in Tyne & Wear. The images and descriptions appear below:

PICTURE PROJECTION: NON-USERS

Tom:

A waste of time, and they are never on time! Thinking about getting somewhere I know it will probably take double the time to get there using a bus or Metro and when you ask about a bus not turning up nobody seems to know why it hasn‟t appeared.

Anthony:

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I have picked this one because I can walk in the snow but with public transport they never seem to be able to work in the snow. I live near everywhere I need to get to, so I just walk and listen to music. I never seem to think about the safety side of things, so if I did need a Metro as well I wouldn‟t really think about safety.

Emma:

I picked a roller-coaster because no matter whether it‟s Metro or bus they are rickety, most of the time you get on a bus/Metro it breaks down because they are so old. It once took an hour and twenty minutes to get to University because of the bus, I have now got a parking permit so it‟s easier just to drive.

Julie:

I picked this because it looks run down and a bit of a shambles. What I know of busses there is more bad experiences than good ones. I have had a good experience on a bus but I was only going a short distance and it

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was daylight. The only reason I travelled on the bus was because I knew I would be drinking.

Fred:

I would rather be driving by myself than on a bus with people who I don‟t know. I like to have my own space and it‟s a great convenience to have a car to just get in and do what you want. If you don’t have the means to get in a car then a bus is great, but I would much rather drive my car.

Tim:

This picture reminds me of public transport because it is what I feel about public transport and what is going on with it. People I know who go to France regularly say it‟s pleasurable to get on the Metro there because of the security on it and it‟s also big and it‟s roomy.

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I don‟t think there is enough signs on the Metro to say if you are caught drinking or something you will be expelled, because if you are caught no one is going to expel you, and if your on a Metro someone might seem to be fine but after 14 stops they could be finished their bottle, it seems every time I get on the Metro there is people drinking and there is no one to do anything about it. But if someone from the public said anything it could turn nasty from him or her. There should be someone in a security jacket there for that sort of situation. Also people shouldn’t be allowed to get on the Metro without a ticket, they wouldn’t have to keep putting prices up if they had a proper system for ticket control, instead of the ticket inspectors.

Leanne:

I find 9 out of 10 bus drivers are very miserable, it makes you not want to get on, they just say the price you need to pay and that‟s it. There is no customer service, it must be quite hard for drivers getting trouble off people but that is their job, it would be nice even to show a smile. They should get trained in customer service and a part of that should be on how to deal with confrontation.

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Mandy:

I picked this one, a happy family, because I think that‟s what I am like at the moment. I use the car with the family and don‟t have any hassles with the double pushchair and people saying things, I have plenty of room in the car, easy for the pushchair and I am just in and I don‟t have the worry of waiting for a bus and if it‟s going to be late. With twins I have the problem of them twisting on the bus and I know everyone’s looking thinking that I shouldn’t be on the bus.

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NON-USERS: AWARENESS AND OPINIONS OF CUSTOMER SERVICE

CCTV:

There is general awareness of CCTV but it is regarded as a “slight deterrent”, being a „recording‟ device rather than a „policing‟ device. Some ask, “Are they fake?” All believe that CCTV is no substitute for security personnel, “CCTV can‟t save you at the time!”

Uniformed Staff:

As with the users, the uniformed staff most commonly seen are Ticket Inspectors whose role is perceived as one of catching fare-dodgers, rather than helping fare-paying customers. In line with users, non-users would warmly welcome security staff, particularly on night Metro‟s, and whilst it is appreciated that a security guard may not be able to stop all trouble, it is suggested that he could radio ahead for help.

Lighting:

Most are satisfied with lighting standards in main Metro and bus stations. A few regard some smaller bus stops as being “poles in the ground”.

Safety:

All would feel safe in day light hours. However, as is the case with users, all women and some men would feel unsafe at night, particularly on the Metro, due to gangs of youths and drunks.

Customer Service Staff:

In the main customer service staff are believed to be knowledgeable and courteous.

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Public Transport Information:

Most are aware of the various formats and they feel confident using the Internet. One‟s son regularly plans his journey‟s on-line and he is very impressed with the ease and level of detail received. All believe elderly people “wouldn‟t have a clue” how to access the Internet, hence they believe they require “leaflets posted through the door”.

Complaints Procedure:

Some are not aware of this service. One used it in the past when his mother fell badly at a Metro station but he was “annoyed” to be told coldly that it “wasn‟t their land”.

Bus Drivers Attitudes:

When prompted about their opinion of bus drivers attitudes they believe there is “nice ones and bad ones” in all walks of life, however they state, “It costs nothing for a smile” and urge Nexus to train all drivers in “customer care”.

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ALL USERS & NON-USERS: PERCEPTIONS OF SMART TICKETING A description of „Smartcard‟ was given to participants for their perusal:

Overall, the concept of Smartcard was very positively received, offering benefits of ease and convenience, particularly if it can be purchased “simply” in various retail outlets (in line with mobile phone top-ups) e.g. newsagents, garages, corner shops, supermarkets etc. It was appreciated that Smartcard has a long shelf-life, thus could be used as and when required, without any time restriction, in line with a top-up mobile phone. It was perceived that it could eradicate the problem of having to find change to buy a bus ticket. It is assumed that Smartcard will be used in conjunction with barriers at Metro stations in line with the London Oyster card, thus minimising fare dodging by „undesirable‟ people, "It means every passenger on the Metro has to have a ticket“; "It would have to be barriered because there's no ticket receipt”. Most would anticipate some reward system as an incentive for using Smartcard, e.g. rewards points off future travel or discounted fares. Most would expect to buy into Smartcard from £5 upwards. The notion of including Smartcard on other cards, e.g. University cards was well received due to minimising the number of cards one has to carry. Comments Include:

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“It‟s really convenient. There's no expiry date!"

"If someone is buying their ticket at a Metro machine and you have to wait for them to find change you could miss your Metro, but not with this (Smartcard)"

"It saves time dealing in change"

"It's a brilliant idea for kids, they always spend their bus fare!"

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ALL USERS & NON-USERS: OPINIONS OF SMART TICKETING NAME

Two names were tested for Smartcard: Pop and Gem. The order of name presentation was rotated per group so as to negate the possibility of order bias. Both names, Gem and Pop, are not immediately associated with travel, and this causes some confusion and requests for a „representative name‟, e.g. “Smart Travel”. Some immediate associations with Pop and Gem are:

“Pop music!"

“A can of pop!"

“Pop into town!”

“My little gem!"

“A precious stone!"

“Valuable!"

Of the two, the name favoured by all groups is Gem as it

denotes quality and value.

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ALL USERS & NON-USERS: OPINIONS OF SMART TICKETING SYMBOL Three potential symbols of the Smartcard were shown to the groups:

Most participants favoured the 'hexagons' design, perceiving it as: "Distinctive" "Different"

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"It stands out more than the others" "You wouldn't get it mixed up with another symbol". This is in contrast to the other two symbols that could be mixed up with “an audio impaired/deaf” symbol or a “car park ticket symbol”. The ‘hexagons symbol’ is regarded as the most appropriate symbol to go with the name Gem: "It looks like little Gems“ Watch Out: However, one participant in the non-user group had a Blackberry and said that the 'hexagons' symbol was like the Blackberry logo. He showed his Blackberry to the group (most of whom had no idea what the Blackberry logo looked like). However, on sight of it, they agreed that there was some similarity, prompting comments including: "It could be confused with it"; "Blackberry wouldn't let them have that". Therefore whilst it is concluded that the best symbol to use with the preferred name, Gem, is the 'hexagons' symbol. There is a 'watch out' for Nexus to check the Blackberry logo and ensure that the 'hexagons' symbol is very distinctive from it, even if this means refining the 'hexagons' symbol slightly to aid this distinctiveness. NB. the logo on the Blackberry shown in the focus group was silver on a black device, therefore one area to check is the colours that Blackberry use so that completely different colours can be used on the Smartcard symbol.

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ALL USERS & NON-USERS: OPINIONS OF REAL TIME UP-DATES The notion of Real Time Up-dates was regarded as a positive step in customer service. This feature is well appreciated at Metro stations, and it would also be welcomed at bus stations. The notion of being sent a text or email regarding up-dates is polarising however as some feel this could be beneficial but most “don‟t want to be bothered” by texts or emails. Some younger and middle-aged participants would seek this information on the Internet, but all agree that the Internet is not a format that elderly people would feel comfortable with. In the main, it is believed that Metro platforms are well informed, but more real-time information up-dates would be welcomed, e.g. outside Metro stations (to enable one to not enter the station if one‟s Metro is delayed) and at bus stations, on Metro‟s and busses, giving as much detail as possible, e.g. if a train is delayed, why this is the case and when the next one can be expected, or the ETA of the next bus.