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2022-2027 Customer Experience Action Plan

Our five-year Customer Experience Action Plan reimagines the customer journey and outlines a roadmap forward.

TransLink’s new Customer Experience Action Plan outlines how we will deliver transit that is faster and more reliable, easier to use, more personalized, safer and more comfortable, and helps make our communities better.

This is a plan for all of our diverse customers throughout the Metro Vancouver region. We know that each step along the customer journey is an opportunity for us to make a positive impression and improve the customer experience.

See the Customer Experience Action Plan:

Our Customer Promise

To always put you first — your safety, your time, and your connection to the people and places that matter the most.

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    A message from CEO Kevin Quinn

    An Open Letter to Customers: Introducing TransLink’s next Customer Experience Action Plan 

    Kevin Quinn

    At TransLink, our customers are at the heart of everything we do every day. It’s a responsibility that fills us with pride and is reflected in our customer promise: to always put you first: your safety, your time, and your connection to the people and places that matter most.

    We know the pandemic has forever changed the way you work, travel, and move throughout the region – and as we begin to move beyond the pandemic, the time is right to refocus our efforts and further improve and evolve how we deliver exceptional customer experiences. That’s why I’m so proud to let you know about TransLink’s new Customer Experience Action Plan, which outlines how we will deliver transit that is faster and more reliable, easier to use, more personalized, safer and more comfortable, and helps make our communities better. This is a plan for all of our diverse customers throughout the Metro Vancouver region.

    The Customer Experience Plan includes 40 major projects and initiatives. Here are some highlights I'm particularly excited about:

    • More contactless payment options and a modernized Compass system that allows more personalization

    • More real-time information on our system, our website and throughout our smartphone alerts, and more multi-lingual signage

    • Improving the speed and reliability of our buses by advancing bus stop balancing and introducing new RapidBus routes

    • Opening more washrooms on the system, and improving amenities at bus stops and exchanges, including additional lighting, all-weather shelters, seating, and accessibility

    • Offering special seasonal bus services to accommodate travel to regional parks, beaches, and destinations

    • Easier booking for HandyDART customers

    • Implementing our Climate Action Strategy to advance a zero-emission bus fleet

    Building off the foundation was set in our first Customer Experience Action Plan which was released in 2019, and off your important feedback as customers who use our transit system, this new Action Plan will guide us over the next five years. New to this plan is a customer journey map to help focus our work and ensure that we are putting our resources and investments into projects and initiatives that make an impact to the key moments that matter for you. We know that every time you take a journey with us, it is an opportunity for us to make a positive impression and continually improve your experience.

    We received more than 1,200 ideas from our customers and incorporated the ideas of our front-line transit workers. We undertook extensive research of other transit systems, and other sectors, to help us better understand our customers unique needs and preferences. Through our engagement, we’ve heard that there are five priority areas that matter to you most: making transit services more personalized, making transit use easier, making transit timelier and more reliable, creating a safer and more pleasant experience, and offering you better reasons to take transit over using a vehicle.

    As restrictions ease, we are excited to welcome you back to a transit service that is more than just getting you from point A to point B. It’s about collectively tackling climate change, delivering exceptional experiences, and continuing to evolve to your unique needs. We are committed to measuring the impact of our investments and will ensure that your feedback continues to help guide every decision we make.

    To our half a million customers across Metro Vancouver, we look forward to serving you even better moving forward.

    - Kevin Quinn


    Action Plan Highlights

    We’ve changed the way we think about customers.

    With market research, engagement with customers and employees, and a review of the best customer practices of other sectors we’ve identified five types of customers who use transit for different reasons.

    We’ve tailored our improvements based on these customer types to meet each of their needs.

    Building on customer research and a best practice review of trends across industries, we have developed five priority areas for the next five years to improve the customer experience. Read more about each priority and initiatives related to them below.

    1) Make transit services more personalized

    Tailoring our services to meet customer needs and preferences

    • Transit Volunteer Program

    • Contactless Debit Payment

    • Compass for Kids

    • Improved Text Alerts

    2) Make transit services easier

    A service that is effortless and convenient to use

    • Onboard information displays

    • Compass wearables

    • Compass modernization

    • Multimodal integration

    3) Make transit timelier and more reliable

    Ensure that our customers can rely on transit to get them where they need to go, on time, and without hiccups.

    • Expanding the bus fleet

    • Adding RapidBus service

    • Complete Marpole Transit center

    4) Create a safer and more pleasant experience

    Build an environment where customers feel they will have an enjoyable and welcoming experience.

    • Wi-Fi on transit

    • Washrooms at select locations

    • Enhanced art and culture program

    • Bus shelter improvements

    5) Offer customers a better reason to ride transit

    Transit is an opportunity to make a difference

    • Indigenous cultural recognition policy

    • Carbon footprint calculator

    • Climate Action Strategy


    How We Got Here

    TransLink’s last Customer Experience Action Plan outlined improvements from 2019 to 2025. In two years, we:

    • Completed 51 out of the 62 – over three quarters of the projects we identified.

    • Improved reliability, expanded services, and introduced new amenities.

    We delivered new and convenient ways for customers to pay through Tap to Pay, along with improved access to real-time information, and new services such as RapidBus.

    In 2020, we had to rethink our strategy.

    The pandemic changed the way our customers work, travel, and move throughout our region. This plan follows on the success of our first Customer Experience Action Plan to better reflect the changing needs of our customers as a result of the pandemic.

    We surveyed customers, measured trends, and studied best practices during the pandemic to personalize the Action Plan to our customers’ changing needs.


    Ongoing Programs

    Testing the next generation of bus seats

    We’re asking customers to help us decide which bus seats will be on the next generation of battery-electric buses.

    These new seats are made with lighter materials, which help keep our buses moving as sustainably as possible throughout the region.

    Are you sitting in the test seats now? Let us know which one you prefer below:


    Next Steps

    We are committed to measuring the impact of the investments we are making for current and future customers and ensuring that we continue to listen to our customers in every decision we make.

    This Action Plan will be updated every two years as we know customer needs will continue to change and evolve.

    Your Ideas

    To share any ideas on how you think we can improve the customer experience, please email cxideas@translink.ca.


    TransLink

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