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Overview: London Underground is a major business, with over three million passenger journeys a day, some 500 peak trains, 253 stations owned (275 served), more than 12,000 staff and vast engineering assets.
Problem: As part of the Secure Station Scheme run by the Department for Transport, stations were required to undertake customer surveys at the stations. London Underground had previously used face to face interviewers to get this data, but the number of surveys they could generate in a day made this customer survey methodology cost prohibitive.
Solution: – CUSTOMISED OPINIONMETER
A customised Opinionmeter transportation satisfaction survey was developed, which attached to existing train-side customer information whiteboards. This complied with London Underground’s stringent health and safety procedures, but this London Underground Survey solution maintained the flexibility of placing Opinionmeter’s transportation satisfaction survey at short notice in any station.
Special Benefits: Generates high response rates; an average 700 per fortnight.
Provides data on the Secure Station Scheme during all hours of service.
Costs reduced significantly: surveys costing from as little as 30p per response.
Feedback: “Opinionmeters are used to measure customer feedback on very local and tactical issues. These are issues which we could not always previously research as the more traditional methods were not cost effective. The beauty of the Opinionmeters is they are fairly economical, easy to use and portable, so they can be moved from station to station.”
Jim Muir,
Senior Researcher
London Underground
“It’s simple to use and customers can do it at their leisure – it’s easy and you know it won’t take too long.”
Susan Rose
Jubilee Line Customer
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