After delving in to the world of GO Transit, I’ve come up with a few key “issues” for them to address.
Research at a glance
My primary research (thank goodness GO Transit conducts surveys so that I don’t have to) indicates that there are two specific areas GO Transit should address. One is “comfortable experience” and the other I’ll argue is “keeping you in the know.” The latter, I think it an area for improvement because it’s their lowest target and they haven’t posted the results. I’ll keep watching those scores…
Based on my secondary research of Facebook posts evaluation and GO Transit’s use of Twitter, it seems to me that customers aren’t feeling heard. Strange. Because GO Transit conducts those surveys. I wonder if everyone knows about that survey or how to participate?
I chose these formats because, in combination, they’re a great representation of the issues GO Transit is currently facing. It just so happens, they’re also a great way for GO Transit to turn the negatives into positives. To me, it just makes sense to use these same platforms to communicate improvements and ask for feedback going forward.
Now that we know what’s standing in its way, GO Transit can move forward with a few objectives.
My suggestions? GO Transit needs to:
- Ask passengers (from my target audience in this case) their preferred method of communication and use those platforms to communicate going forward.
- Engage its audiences and actively build supportive online communities through increased, proactive use of social media tools. For example, use social media to ask customers what the company can be doing better instead of using Facebook and Twitter accounts as inboxes.
- Address the concerns of passengers (like comfort, services and fare hikes) and then communicate the results to those same publics.
- Be vocal about what the company can and cannot address and communicate improvements (and be honest about the shortcomings too) on those same platforms.
Even though GO Transit has a monopoly on the commuter rails, its goals still focus on customer satisfaction. If the company can engage passengers in a positive way, it’ll be sure to build its supportive online communities. Maybe then, GO Transit will garner more advocates and won’t have to defend itself as much.