Metrics, Monitoring & Messaging- Why DDOT is Subpar vs SMART

Have you ever rode the bus in Detroit? If so, what was your experience like?

Public Transportation is the Cornerstone of Community

I remember catching the bus when I was a kid, and service has marginally improved since decades ago. It is the norm for Detroit busses to regularly be late, in operable, dirty and many routes never show up at all. Whenever you contact Detroit Department of Transportation customer service line, you'll be lucky if they even answer the phone and if they do, you're even luckier if the person you speak with demonstrates any care about your concerns.

Meanwhile if you ride the SMART bus system, which generally operates on the outskirts of the city, you'll find it to be a vastly different experience. Routes are almost always on time. If you do happen to contact them about an issue, not only will they actually do something, but they almost always follow up with you. In addition, sometimes courtesy bus passes or other minor incentives are provided to the rider. This goes a long way in value and service.

Metrics, Monitoring and Messaging. That's what is important according to newly installed DDOT Chief Robert Cramer. Cramer comes from SMART, and he insists that rebuilding riders' trust is a top priority. Why would this even be necessary if the aforementioned was not true? Stop blaming everything on COVID- What really happened to cause their trust to erode? Hopefully, the new leader can shed light on these in-house issues while bringing some of the consistent success from SMART, with him to Detroit.

Monitoring is also essential to driving better service within DDOT. While most buses have security cameras, if they are in working order is an entirely different issue. Smart not only has working cameras, but they also review them as well as audio recordings when/if you call them with concerns. In other words, they investigate the issues and work to bring about solutions. DDOT has no such policies or practices in place. Which leads me to my final point, messaging.

What message is sent to the citizens when public transportation is not valued?

What messages does it send when drivers are not only routinely late, but rude and sometimes even reckless in their driving? Too many drivers have been found at fault within the last year for poor driving behavior. What message is being conveyed when customer service does not answer the phone, or worse when they do, they don't care to provide solutions? All of these issues are key to creating a functional public transportation system that consistently works.

Here are 3 suggestions to help DDOT become not only better, but the best in our state:

1. Make riding the bus a regular part of a mandatory training schedule- EVERY bus driver should be mandated to catch the bus during trainings and at least twice a year to observe the level of service they are providing firsthand. Experience is our greatest teacher! By allowing the drivers to see what it's like when a bus is late or does not show up would be an awesome lesson for many to learn. Tardiness has a snowball effect as most riders catch more than one bus to their destinations. Such hands-on experiments would have drastic effects across the board and provide invaluable insight. Afterall, if they refuse to use their own product/service what does this really tell you?

   
   

2. Make SLA's mandatory- Numbers alone mean nothing. Service level agreements are key to decoding what the numbers tell you. Riders should be regularly involved in this process by being asked to complete a survey to recount their experiences. This could easily be accomplished by utilizing text messages, web links, or the kiosk that are already placed in the transit centers. The drivers should be scored regularly by the people they serve! Set minimum benchmarks and employ accountability where applicable. Use incentives such as a free ride during the day or reduced fair to encourage participation.

   
   

3. Enhance Customer Service- The people who work the phones for DDOT should not be exempt from service level agreements. Monitor their call intake, record and review interactions between staff and customers and most importantly make SERVICE an essential part of the process rather than the exception.

If the drivers, and others who work for DDOT do not value the service they provide, then unfortunately public transportation will continue to be a Debbie downer in this city.

It is more than a job and paycheck; it's about building community of value! This is all of our responsibility.

READ WRITE INSPIRE

RDW

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