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Is More Necessarily Better?
Erica Falkner
August 26, 2008
How the CTA is Alienating Customers
Typically as customers when we hear we’re getting more of something, it’s a good thing. However, the July 16th announcement by the Chicago Transit Authority (CTA) did not follow this rule. With soaring gas prices and a struggling economy, ridership on CTA trains is up 3.4 percent from this time last year. In an attempt to combat the overcrowding and accomodate more passengers, the CTA announced plans to introduce seatless rail cars, a decision that has many customers shaking their heads in anger and confusion.
Public transportation systems around the world are plagued with problems: overcrowding, safety concerns, cleanliness complaints and of course there are always budgetary issues. It’s inevitable that when you have a large diverse number of customers all with different standards and ideas of what makes a good experience, you’re guaranteed to hear complaints. But this announcement in particular has really set customers off who fear this is just one of the short-sighted changes the CTA is planning.
The CTA defends their decision citing, that due to budgetary constraints and increased ridership, they have no other option. But ultimately it's customers who loose out and will be forced to sacrifice comfort, safety and personal space and, unfortunately, they weren't asked what they wanted or thought before this decision was made. Initial plans are to test seatless cars on the Brown line, one of the city's most crowded northern lines. To start, only two out of eight cars will be seatless, but CTA President Ron Huberman is quick to point out that "how far the experiment goes will depend on customer response" and plans to expand seatless cars to other lines are already in place. But is the CTA being short-sighted by pushing this quick-fix solution as the only solution?
Rising gas prices and a depressed economy may actually work to the CTA’s advantage and put the agency in a power position. Experts caution that gas prices will only continue to rise and, with no foreseeable energy alternative in sight, many are calling for the return of the railways. Meaning more and more Americans, especially in crowded urban areas where the infrastructure already exists, will rely on trains and public transportation as their best and most affordable option.
The CTA needs to take the time to plan their strategy and engage and include customers in the process. To win customers over, they need to include customers in the conversation and decision making process. Smart businesses ask customers for their suggestions on solutions and what is most important to them and find ways, even if the are small, to implement them.
Erica Falkner is Marketing Manager at Vox, Inc., a customer experience research and consulting firm. Contact her through the feedback form on our Contact Us page. Copyright 2008 Vox, Inc. All rights reserved.
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