Stakeholder analysis and customer servicecapacitybuildingunhabitat.org/wp-content/uploads... ·...
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Stakeholder analysis and
customer service
Basic issues
• Need to know your population
• Need to provide information to users (and non users)
• Need to show the good things about your system
• Need to monitor how they perceive the system
• USERS are your target
• Without users, no system
Stakeholder analysis
Spectrum of possible positions of stakeholders. Adapted from LACHSR.org
Support Moderate
supportNeutral
Moderate
oppositionopposition
Basic format
Group Interests Problems perceived Resources and
mandates
Group 1 Interests of
group 1
Problems perceived by
group 1
Resources or
mandates, gr. 1
Group 2 Interests of
group 2
Problems perceived by
group 2
Resources or
mandates, gr. 2
Group 3 Interests of
group 3
Problems perceived by
group 3
Resources or
mandates, gr. 3
Group 4 Interests of
group 4
Problems perceived by
group 4
Resources or
mandates, gr. 4
Basic format
Interests
• Interests with a direct relationship with the development
problem.
• Also possible solutions by negatively affected groups.
Group Interests Problems perceived Resources and
mandates
Group 1
Group 2
Group 3
Group 4
Basic format
• Problems perceived
• Specific problems or negative conditions (in the way they
perceive it).
• Clear and without hidden solutions
Group Interests Problems perceived Resources and
mandates
Group 1
Group 2
Group 3
Group 4
Basic format
• Resources + mandates
• Resources: SH can provide to support or oppose to the solution (financial and nonfinancial) Organizations have both, population groups don’t have financial, but stronger non-financial (political pressure, etc)
• Mandates: the formal authority the group has to deliver a service or carry out a function. Normally in formal orgs, objectives, etc. pop groups don’t have them.
• Mandates imply jurisdictions (should be related to the project).
Group Interests Problems perceived Resources and
mandates
Group 1
Group 2
Group 3
Group 4
An example with a BRT project
Governmental agenciesStakeholder Possible position
Department of Planning Frequently supportive of new concepts like BRT but the reaction will vary by individual predisposition
Department of Transport Variable response with some staff supporting project while others will see it as a threat to car-based transport
Department of Public Works Civil engineers may be unaccustomed to this type of project; some will prefer projects with large rail infrastructure
Department of Health Likely to be highly supportive of measures that reduce accident victims and encourage physical exercise
Department of Environment Likely to be highly supportive of measures that reduce air contamination and noise
Department of Commerce / Economic Affairs
Concern will be expressed over economic impacts, but likely to be persuadable if given sufficient evidence
Traffic police May see BRT as a loss of power; worried about traffic impacts
Private and public servicesPrivate Sector
Chamber of Commerce Concern over the economic impacts, but also supportive of improved public transport
Petrol stations, car wash facilities, car repair shops, car dealerships
Strongly opposed to any initiatives that will reduce or cause inconvenience to their clientele
Insurance industry Highly supportive of measures that reduce accidents and improve overall health
Retail shops Concern will be expressed over impacts on sales and impacts on property values
Hotels, restaurants, and tourist-oriented businesses
Generally positive if a strong case can be made for improved traffic flow
Large industrial and business complexes
Concerns will be expressed over access for employees and over delivery of goods
Public services
Schools and universities Likely to be supportive if system provides better access for students and staff
Hospitals Supportive of possible improved access for emergency vehicles
Stakeholder Possible position
Civil society
Civil Society
Environmental NGOs Highly supportive of measures that reduce pollution and noise
Child-development NGOs Highly supportive of measures that promote improved school access
Community-based organisations
Highly supportive of measures to improve safety and the aesthetic quality of street
International NGOs and foundations
Highly supportive of cities creating best practice examples with potential for replication elsewhere
Stakeholder Possible position
User groups
Car owners Concerned about impacts on congestion
Public transport users Generally supportive but many will think BRT is inferior to rail
Pedestrians and cyclists Supportive if integration infrastructure is provided
Women Supportive if system security is good and if frequent services are provided
Physically disabled Supportive if infrastructure includes better access for the disabled (ramps, raised strips, etc.)
Stakeholder Possible position
Focus groups• Rapid assessment technique
• Similar to group interview
• Specific topics (focal points)
• Moderator of discussion is present
Surveys
Razones para no usar la bicicleta
38%
28%
21%
20%
13%
14%
10%
13%
5%
9% 5%4%
3%
3%
2%
3%
3%
2%
2%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Primera mención
Total
Porque no tiene bicicleta Porque no tiene la capacidad física
Porque no le gusta Porque se puede accidentar
Porque no tiene tiempo Porque lo pueden asaltar
Porque no sabe andar Otras
Por flojera y comodidad Porque no tendría donde estacionarla
Source: Santiago de Chile- Comisión Nacional de Seguridad de Tránsito
Customer service
What does a user want?
• Safety
• Security
• Reliability (timeliness and availability)
• Speed
• Comfort
Aspects of customer service
Climate-controlled
buses and stations
Ease of access to
the system
Comfortable environment
TransMilenio SA
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Security
Security personnel
Security cameras
Well-illuminated stations
Lloyd Wright
Lloyd Wright
Emergency callbox
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Clarity
Easy to understand maps and signageS
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Complexity is the enemy of the customer
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Número de caso
2927252321191715131197531
Val
or ti
empo
fren
te a
l map
a de
rut
as (
seg)
100
80
60
40
20
0
Time that each user takes in front of the map of TransMilenio
Tim
e in
se
co
nd
s
Serie1; lo
consultan;
67%
Serie1; no
lo
consultan;
33%
Percentage of users that, after looking at the map
once, look at it again.
Do not read
the map
Read the
map
AdvertisingS
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System web site
System professionalism and cleanliness
Courteous and uniformed drivers
Bus cleaning and
upkeep
Recycling facilities
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Internet access points
Internet bus in Curitiba
Free wireless connection in the Osaka
monorail system
Work stations in the Osaka monorail system
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Hours of operationOpening hours
Starting commute hour (05:00,
06:00...)
May vary from weekday to weekend
Closing hours
Closing hours of major shops,
restaurants, entertainment areas
May vary from Sunday-Thursday
and Friday-Saturday
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Book swaps
Bogotá’s Libros al Viento
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Restrooms in the systemS
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Artwork
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