We know it’s important that customers are able to give feedback easily and that we respond appropriately. We’ve carried out a deep dive of our Contact Us form. The form was rated 8/10 for usability and we have an ongoing programme of work to address the aesthetic look and feel based on insight gathered from the focus group.
We’ve also introduced enhanced support for customers with learning disabilities by making it easy for them to contact us. The Easy Read feedback guide has been uploaded to the Assisted Travel page - under ‘Support whilst you’re travelling’. This guide has been well received by wider organisations.
The key reasons for complaints in 23/24 were;
- Smartcards
- Online ticket-buying facilities
- Punctuality and reliability
- Delay compensation schemes
- Attitudes and helpfulness of staff
Our commitment is to use all customer feedback as a launchpad for improvement. We value the feedback we receive as it allows us to identify areas where positive changes can be made to the service we offer across many departments.
The following key improvements have been undertaken in the last year as a result of customer feedback:
- We arranged for the validity of smartcards to be reset whenever a replacement is issued. Since this was introduced contact about expired smartcards has reduced.
- We refreshed the guidance on applying for child key smartcards which has resulted in less contact about how to do this.
- By analysing complaints about online ticketing we identified errors in receiving or whilst purchasing as a trend. Using this feedback we’ve released a number of technical fixes and continue to learn from issues to drive further improvements. Complaints about online purchases have reduced overall in the second half of the year as a result of this focus.
- We’ve made some small but impactful improvements to the delay repay online portal to make information clearer and easier to locate. We continue to review and enhance our back-office processes. Complaints about delay compensation schemes have reduced by 7% in the last year.
- We made improvements to the website, making it easier to navigate to find information, regardless of the device you’re using, improving the customer experience.
- We refreshed the booking confirmation email to include a direct link to the refunds page to make it easier for customers to find the information they need.
- In addition to resolving issues or fixing something that’s broken, we’ve also looked at our tone of voice and how we communicate with customers who contact us, refreshing our guidance and approach to case management.
