Holistic Customer Satisfaction

Regional Transportation Authority (RTA) - Chicago

The Regional Transportation Authority (RTA) was required by the legislature to begin reporting on regional customer satisfaction (CS) throughout the Chicago area. Until that time, each Service Board providing transit services – CTA, Metra, and Pace – had conducted separate customer satisfaction studies with differing methodologies. RTA sought a holistic approach to integrating the CS studies to obtain consistency and economies of scale, including efficiencies gained using a common questionnaire, consistent sampling methods, and unified funding applications.

RSG was hired by RTA to develop their CS program and to advise on myriad technical, logistical, and other issues. Technical issues included choosing scale for rating satisfaction, arriving at a sample design for each Service Board, testing satisfaction questions using focus groups, refining weighting techniques to weight satisfaction scores into a region-wide score, and understanding customer expectations, including how those expectations affect satisfaction scores, and how those expectations can be measured. As a result of bringing together these various methods, RSG was able to develop a consistent, transparent, and defensible customer satisfaction program for the full service region overseen by RTA.