According to an assessment of the Société de transport de Laval’s (STL) Quality Commitment Program (QCP), which launched in 2017, the transit authority has compensated riders almost 3,800 times, or approximately C$17,500 (US$13,310.5).
STL says it sees this as an investment instead of a cost because it has been yielding important benefits for STL and its riders.
STL says the QCP is the only customer service warranty of its kind in Canada, and it revolves around five key components: being on time, behaving politely, providing accurate and relevant information, ensuring a safe and comfortable ride, and keeping equipment clean and well-maintained. This promise to customers covers regular bus service, shared taxis and paratransit transportation.
Each compensation represents an opportunity to interact with riders in order to better understand them and meet their expectations. On occasion, it can also serve to defuse a frustrating situation. The QCP is an exercise in accountability and transparency, as well as a valuable customer retention and loyalty tool, according to STL.
The QCP is an improved version of the Warranty of Quality, a similar program implemented in 2001. Three elements were revamped by the time the new program launched in 2017: coverage extended to paratransit transportation, compensation extended to free transit pass holders (family specials, Horizon 65+ free pass, etc.), and a broader range of compensation options. For 18 years, STL says it has been the only public transit authority in the country to adopt a quality pledge and back it with a rider compensation program.
"At the STL, riders are our number one priority. As a public body, we feel an obligation to provide quality service, and when we fail, riders receive compensation,” said STL Board Chairman Éric Morasse. “We are proud of what we've accomplished, but there's still room for improvement. Our results speak volumes, but we're continuing to set the bar higher and strive toward our ultimate goal -- that of getting even more Laval residents on board with trading in single-occupant driving for public transit."
Customer satisfaction is up
STL’s average customer satisfaction score with respect to regular bus service rose from 7.3 out of 10 in 2016 to 7.6 in 2019. This score was achieved despite the worsening traffic conditions. The STL's strategic plan calls for the overall satisfaction score to reach eight within five years.
STL’s paratransit transportation satisfaction score remained unchanged, holding steady at 8.4 between 2016 and 2018, despite an increase in the number of trips, from approximately 480,000 in 2016 to more than 536,000 projected in 2019.
A survey conducted over the last six months of riders who filed a complaint about punctuality reveals an 81 percent satisfaction rate among respondents after receiving compensation. Separate research shows that more than 72 percent of respondents acknowledge an improvement in one or the other of the five components of the QCP.
Findings and opportunities for improvement
STL uses the QCP alongside other tools to diagnose and assess its performance. For the last 30 months, the organization has been tasked with observing rider behavior and how performance matches up against the five service pledges undertaken. STL has made several adjustments along the way to fine-tune certain elements of the program and methods, in order to rectify the situations brought to attention.
In 2017, STL rolled out a sweeping continuous improvement process organization-wide, with the Quality Commitment Program as the linchpin of the STL's strategic objectives. Combining the two sparked the momentum needed to refine internal practices and reaffirm the rider-first mindset across all departments, especially operations, infrastructure, maintenance and customer service, according to STL.
