Make sure 511 Systems are customer and market driven to help ensure they are utilized by travelers.
A national experience with the development and deployment of 511 Systems.
The 511 system embodies many of the characteristics of a customer relationship management (CRM) system which entails all aspects of interaction that a company (or agency) has with its customer, whether it be sales or service related. The system provides users with features and services that are focused on safety and convenience and meet their needs. As an example, in Virginia, during the operation of the current phone service, the Virginia Tech Transportation Institute (VTTI) conducted usability testing of the service, both with actual users and with phone system experts. Based on the findings, the user interface was modified.
Automobile manufacturers offer optional telematics packages in the hope of learning more about their customer throughout the life of the vehicle. It gives the automaker a window into what is important to their customer, as well as a direct link to the buyer to enhance his or her experience with the vehicle and company. The buyer expects quality service and assistance (of various types) from the telematics system. Similarly accuracy, timeliness and reliability of information is an important issue for the 511 community and users as well. In an increasingly advanced information society, callers are generally accustomed to high quality information. Therefore, on-going feedback from customers is essential for providing a high level of customer satisfaction and meeting the goals of a successful deployment.
There are a number of suggestions provided in the Coalition's Implementation and Operational Guidelines for 511 Services, Version 2.0 focusing on being customer and market-driven.
- Listen to customers and predict or react to their needs.
- Recognize that users in different regions will have different needs.
- Provide a comment line on the 511 menu tree. A standard customer feedback mechanism allows the deployer to track user's needs regularly instead of waiting for an evaluation of the system which may only be performed once every two or three years and may include various survey methods.
This lesson suggests that the most successful 511 services are, and will be, the ones that listen to their customers and predict, or react to, their needs. If the system doesn’t meet the needs of its customers, providing high customer satisfaction, then users will become discontent and discontinue use of the system. Satisfied customers become repeat customers.
Author: 511 Deployment Coalition
Published By: AASHTO, APTA, ITS America, USDOT
Source Date: 9/3/2003URL: http://www.its.dot.gov/511/511ver2.htm
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