Michigan Flyer: Evaluating the Customer Experience

Sebastian Ferrari, Kruthi Sabnis Krishna, Malcolm MacLachlan, Cristina Pellerano, Lily Samimi & Jackie Wolf

THE DECISION PROBLEM

How satisfied are customers with the Michigan Flyer

experience?

RESEARCH QUESTIONS

Overall Satisfaction

Terminal / Location / Changes

Pricing / Scheduling / Stops

Mobile & Website Access to Information

SECONDARY RESEARCH �KEY FINDINGS

•  Unadvertised mobile site

•  Low price leader among competitors

•  Limited route schedule

•  New DTW imposed drop off location for McNamara terminal

4.6/5 OVERALL SATISFACTION

INCOME DEMOGRAPHICS

AGE DEMOGRAPHICS

LAST USE OF MICHIGAN FLYER

42%at $30

AT WHAT PRICE WOULD A REFUNDABLE ROUNDTRIP TICKET FROM ANN ARBOR BEGIN TO LOOK TOO EXPENSIVE?

MOBILE SATISFACTION

4.0 2.79 3.86 2.59 3.57

LONG DISTANCE

ENOUGH SEATING

UNCOMFORTABLE

CLEAN

INSUFFICIENT CLIMATE CONTROL

TERMINAL SATISFACTION

Overall

2.97

2.60

3.23

3.51

3.57

LONG DISTANCE

ENOUGH SEATING

UNCOMFORTABLE

CLEAN

INSUFFICIENT CLIMATE CONTROL

TERMINAL SATISFACTION

McNamara North Overall

OK OK 2.97

2.60

3.23

3.51

3.57

BAD BAD

WORSE BAD

GOODWORSE

BAD BAD

ON TIME SATISFACTION

3.42/5 MCNAMARA

3.04/5 NORTH

SCHEDULE SATISFACTION

Increase the frequency of service

Increase seating, climate control to contribute to comfort and ambiance of Michigan Flyer DTW terminal stops

Pricing is stable - only increase fees if upgrading amenities and services

Improve user interface design of website and develop a mobile application to improve customer access to booking and scheduling information.

12

3

RECOMMENDATIONS

4

RESEARCH LIMITATIONS

Adjusting the survey to identify customers who used the service before and after the McNamara stop relocation may have yielded better data

An in- depth survey of Michigan Flyer customers who use mobile booking would inform preferred enhancements to the customer’s experience with information access points.

Adding additional questions, wording and order of survey questions could have been improved

THANK YOU! THANK YOU!

Q & A

APPENDIX A: �OVERALL SATISFACTION

APPENDIX B: INCOME/AGE

APPENDIX C: OVERALL & TERMINAL

APPENDIX D: TERMINAL SATISFACTION

APPENDIX E: LAST RIDE v MCNAMARA

APPENDIX E: LAST RIDE v MCNAMARA (continued)

APPENDIX F: SCHEDULE