Marketing research as a part of your marketing activities
1. Who is your average customer?
Many public transport authorities don't really know who their customers are. They may have a general idea, but they don't have a clear view of the different groups that use their services nor exactly how many customers they have.
Furthermore many operators work on a gross contract and are paid by vehicle kilometre with no rewards in their contracts for outstanding service, meaning they do not care how many people they transport and if their passengers are satisfied with their service. Their main concern may simply be keeping their costs down.
The result of such situations is that many public transport providers know surprisingly little about their customers - meaning they may be missing out on some excellent marketing opportunities.
Do you know who your "average customer" is?