New method to measure customer experiences in real time2014-04-08
Right now there is project at Samot, The Service and Market Oriented Transport Research Group at Karlstad University, which focuses on increasing the understanding of how travelers perceive their daily travel. The researchers have developed a tool which they can measure the experiences in real time.
- With the help of our mobile app, we hope to gain more knowledge about travelers experiences and needs. Knowledge that can facilitate the industry and politicians to make wise decisions about the development of public transport, says Lars E Olsson, Researcher and Project manager.
In most satisfaction surveys on public transport, travelers get to answer questions on how they experienced their most recent trip long after the actual journey was made. Research indicates however, that the responses can be affected by memory distortions. Therefore, the researchers are developing a new method that measures emotions and satisfaction during the journey itself rather than after.
Answers via mobile phone
In the project, work commuters with different modes of transportation are answering questions about mood and experiences during the trip via their mobile phone.
- Right now we are evaluating our mobile app with the help of a test group. If everything works as it should we will start our real measurements in the end of April. These will take place in the local area and in the three largest cities in Sweden, says Margareta Friman, Professor an researcher in the project.
Increasingly important to deliver a positive travel experience
To increase the number of travelers it is becoming increasingly important to design an attractive service. To highlight important emotional experiences and quality aspects, during and after the trip, can help determine what influences the choice to continue using public transport or travel by car. Better knowledge of travel experiences provide the industry a basis to predict and influence experiences that the traveler appreciates.
The research results will assist the industry in planning and decision making when developing an attractive and sustainable public transport. It can also be used in discussions with politicians on policy decisions about future development of public transport.
- Right now our focus is on public transport, but we can also see our app to be used to measure experiences in other areas such as in healthcare, retail and in education, says Lars E Olsson.