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Case Studies > International
Case Studies |
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International Success Story
with London Underground |
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Overview: London Underground is a major business,
with over 3 million passenger journeys a day, some 500 peak trains,
253 stations owned (275 served), over 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 amount
of surveys they could generate in a day, meant this methodology
was cost prohibitive.
Solution: – CUSTOMISED OPINIONMETER
A customised Opinionmeter was developed which attaches to existing
underground customer information whiteboards. This complied with
London Underground’s stringent health and safety procedures,
but maintained the flexibility of placing the Opinionmeters 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."
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