MyCiTi Customer Insights Programme Summary Presentation August 2014 - - PowerPoint PPT Presentation

MyCiTi Customer Insights Programme Summary Presentation

August 2014

• Why conduct a study in the first place?
• The what’s and how’s of the study
• What is the Engager Model?
• Insights over time

– The importance of choice of mode of transport – The presence of MyCiTi – Uptake as a regular commute option – Who are we competing with for non-users? – The experience of users – How we are viewed versus other options by non-users? – Are we engaging the public emotionally? Are we creating fans? – Are we using the right communications tools and is our message getting through? – How are people reacting to the card payment system? Are there any issues?

• The latest wave’s watch points

Contents

2

3 3

Why conduct a study in the first place?

4

A tracking study is ……

 Market research (interviews with the public)  That happens repeatedly over time  To monitor the performance of a product or service (experience or perception or feeling)  In order to pick up and address issues as they occur

Firstly, what is a tracking study?

5

A tracking study ……

 Allows us to keep an ear to the ground among the commuting public so that ….

• We can understand and address any

issues that our users have with the service and the brand

• We can understand and address any

barriers (real or imagined) that those not using us have

• We can tailor our actions (operational and

marketing/comms) in a focused way to achieve our goals

Why is it important to conduct one in the first place?

6

Couldn’t we just make an educated guess? We could but ….we come from relatively similar context which is different from many of our commuters, so we will always frame things according to our context and not theirs

MEASURE

• Presence
• Uptake
• Experience
• Media

MEASURE

• Satisfaction
• Engagement

A world class service for all DELIVERY OF PROMISE Pride, emotional connection ADVOCACY & DESIRE MARKETING OPERATIONS AMPLIFIED ATTRACTION + RETENTION = STABLE & GROWING COMMUTER BASE

7

The what’s and how’s of the study

8

Overarching project objectives

Existing markets

(routes currently served – CBD, Table View, Airport, Woodstock/Salt River, Montague Gardens, Century City residential areas, Atlantic Seaboard, Melkbosstrand, Du Noon, Atlantis & Hout Bay)

• Gauge client satisfaction & experience

across service touch points

• Measure the awareness and understanding
• f MyCiTi communications
• Measure the MyCiTi brand equity & monitor

this over time

A

Future markets

(Short/Medium term: Mitchells Plain & Khayelitsha)

• Measure awareness of the intended service

roll out & current levels of understanding

• Identify information gaps and needs
• Measure perceptions & expectations of the

service

• Measure MyCiTi brand equity pre & post

launch

B

9

What is the Engager model?

Engagement: How we define and measure it

10

Brand engagement describes a deeper brand relationship, one that is driven by an open, engaging and participatory conversation between brands and the people they want to talk to. It reflects new understanding and models of how brands and communications work.

Engager is driven by five principles:

1. People’s response to brands is primarily unconscious, emotional and multi-faceted 2. Brand behaviour is more important than brand attitude 3. The biggest influence on behaviour is the behaviour of others 4. Open, participatory brand relationships, involving a two-way dialogue, build stronger, deeper brand engagement, advocacy, sales and loyalty 5. Brand advocacy is more powerful than communication alone

Engagement: What each dimension represents

11

Explores the influence of other people on perceptions and decisions Goes beyond awareness to understanding the depth

• f customers’ familiarity and

experience Measures the clear expression of a brand’s

• verall vision

Identifies if people view a brand as being genuine and true to their image Looks at emotional proximity to the brand Seeks to understand the depth of a brand within a consideration set Understands the extent that people will fight through barriers to act on their attitudinal commitment to the brand Measures the amount that people interact with and offer input to the brand Looks at the level of recommendations and tone of conversations around the brand

12

Insights over time

13

Why do we want to know this?

 Users: Are we a true part of the fabric of their lives and the cityscape?  Non-users: Are we top of mind so that if barriers are removed we are considered as a first alternative?

The presence of MyCiTi

100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 78.0 93.0 81 96 75 97 93 97 98.0 98.0 98 86 99 98 95 93 31.0 29.0 34 42 33 42 24 41 20 40 60 80 100 Q 1 (Aug '12) Q 2 (Oct '12) Q 3 (Dec '12) Q 4 (Mar '13) Q 5 (Jun '13) Q 6 (Sep '13) Q 7 (Nov '13) Q8 (May '14) User - Total Aware Non-user - Total Aware User - Top of Mind Non-user - Top of Mind Press around Khayelitsha launch and strike , as well as a resurgence of presence on some existing routes may have contributed to this increase in top of mind awareness amongst non-users BUT still below 50%.

Awareness of MyCiTi over time

In the latest wave, top of mind awareness of MyCiTi among non-users has increased significantly

100% aware 0% aware Source:Q1a: Spontaneous awareness and Q1b Aided Awareness of transport methods

6 8 12 44 42 44 48 24 20 40 16

72 78 84 92 52 58 52 52 72 72 60 80 Khayelitsha Mitchell's Plain Du Noon residential Atlantis residential Hout Bay residential Hout Bay Atlantis Du Noon Melkbosstrand Atlantic Seaboard Century City residential Montague Gardens Woodstock-Salt River Table View City Centre residential Spontaneous Aided Awareness

47 3 12 20 4 40 84 64 44 59 32 95

47 73 76 80 72 56 16 32 48 36 68 5

Non-user: Awareness of MyCiTi amongst non-users

Very low spontaneous recall of MyCiTi amongst non-users on current routes; Table View, Montague Gardens as well as on new routes such as Melkbosstrand, Du noon, Atlantis & Hout Bay

Source:Q1a: Spontaneous awareness and Q1b Aided Awareness of transport methods

Quarter 7 (n=375) Planned Routes Current Routes Quarter 8 (n=300) 100 92 96 100 96 100 96 92 96 100 78 86 100 95 92 96 100 96 76 88 100 78 86 100

What are the key take-outs?

 User top of mind awareness remains stable at high levels  Non-user top of mind awareness has improved, but there are still over 50% who do not have the service as top of mind  Areas where top of mind awareness needs to be improved amongst non-users are Hout Bay, Du Noon, Atlantis and Mitchell’s Plain

Key points

17

Why do we want to know this?

 Is the service being adopted as a regular part

• f commuter’s daily lives or just as an
• ccasional means of transport

 Regular commuting would mean the

• bjectives of providing an alternative means
• f daily transport and a stable commuter

base have been achieved

Uptake as a regular commute option

85 78 91 73 87 98 94 88 78 100 74 68 33 13 40 24 44 6 28 22 46 36 60 36 38 16 40 24 40 6 54 22 46 52 86 24 7 7 5 13 11 2 4 19 4 4 8 9 24% 5% 16% 11 2 4 3 12 8 32

20 40 60 80 100

User (n=525) CBD (n=45*) Table View (n=43*) Airport (n=45*) Woodstock/ Salt River Area (n=45*) Montague Gardens (n=50) Century City (n=50) Atlantic Seaboard (n=50) Melkbosstrand (n=72) Du Noon (n=50) Atlantis (n=50) Hout Bay (n=25*) For commuting to and from work For trips and outings on the weekends To go on shopping trips For special events such as concerts/sports events Other

User: Purpose for current MyCiTi usage amongst users

MyCiTi is mainly used to commute to and from work in all areas but to a lesser extent in the CBD, Melkbosstrand, Atlantis & Hout Bay. There is an opportunity for MyCiTi to convince people to use the service for more than commuting to work and for driving use as a commuter service

Source:Q3b: For which purposes are you currently using the MyCiTi bus service? Routes: Route respondent was recruited at

Added in Q5

Quarter 7 & 8

*Caution: Small sample size

Added in Q8 Added in Q7

What are the key take-outs?

 Uptake of the service as a regular commuting

• ption is strong and users are convinced that

MyCiTi is the ideal transport option.  However, there could be a stronger presence of regular commuters in Hout Bay – a need to investigate reasons for not taking up as a regular commute and determine whether there are actions that can be taken. If there is simply a lack of need, a smaller service could be

• considered. If there is a need, but the service

is not being used, understand whether this is about scheduling or some other barrier.  The service is currently attracting people away from private cars and Golden Arrow.

Key points

20

Why do we want to know this?

 Who we need to recruit commuters from will determine the type of barriers we will face and therefore the messaging we will need to use to convince them to change

Who are we competing with for non-users?

21

3% 5% 0% 40% 2% 42% 1% 6% 0% 11% 21% 3% 48% 5% 54% 1% 18% 0% 42% 54% 10% 73% 12% 68% 9% 55% 0% Train Walking Bicycle Private cars (incl. motorbike &… Lift clubs Minibus taxi Sibanye bus Golden Arrow bus MyCiTi bus Ever used Use nowadays Use most often

Non-User: Use of transport methods

Key competitors remain private cars and minibus taxis. There has been an increase in the use of Golden Arrow this quarter. This may be attributed to issues with the train which has seen a decrease in use.

Source:Q2a: Transport methods ever used, Q2b: Use Nowadays, Q2c: Use most often, 2d

6% 1% 0% 35% 5% 49% 0% 3% 0% 15% 22% 0% 39% 9% 55% 0% 5% 0% 50% 58% 9% 69% 29% 65% 6% 43% 3% 5% 1% 0% 41% 1% 41% 2% 10% 0% 13% 12% 1% 46% 3% 51% 5% 14% 0% 43% 60% 18% 73% 16% 73% 9% 44% 1%

Quarter 5 (n=300) Quarter 6 (n=251) Quarter 7 (n=375)

3% 2% 0% 38% 1% 39% 5% 12% 0% 6% 5% 0% 46% 2% 48% 7% 23% 0% 39% 36% 4% 76% 9% 74% 16% 64% 7%

Quarter 8 (n=300)

Significant decrease from Q7 Significant increase from Q7

Non-User: Ideal method

A positive trend in more people viewing MyCiTi bus as the ideal method of transport. Increased presence in the Khayelitsha area is likely to have driven this number up.

32 28 11 30 21 33 25 21 29 43 68 37 50 44 48 30 14 14 12 23 18 7 17 37 8 9 5 4 2 3 6 8 6 2 2 1 3 20 40 60 80 100 Q1 (n=468) Q2 (n=257) Q3 (n=180) Q4 (n=227) Q5 (n=300) Q6 (n=251) Q7 (n=375) Q8 (n=300) Minibus taxi Private cars (incl. motorbike & scooters) MyCiTi bus Golden Arrow bus Sibanye bus Walking Lift Clubs Train

Q2d: Ideal transport

What are the key take-outs?

 Decreases in use of private cars and minibus taxi’s suggests that MyCiTi is managing to attract people from these forms of transport.  However, these remain the key acquisition targets.  The issues experienced with the trains recently appears to have led to an increase in the use of Golden Arrow buses.

Key points

24

Why do we want to know this?

 We need to know whether users are satisfied and identify any areas of dissatisfaction that we need to address

The experience of users

MyCiTi User: MyCiTi Brand Association: Quarter 1 to 8

Being trusted to be on time is of particular concern since it has dropped below the 80% association mark this quarter.

Source:Q15: For each statement that I read out to you, please tell me which transport modes you would say it applied to?

99 99 98 97 96 96 95 95 94 90 98 97 97 94 95 95 92 96 94 94 91 99 99 100 96 100 99 99 95 96 98 100 99 100 100 99 99 98 99 97 98 98 96 97 95 93 98 98 99 99 91 97 70 80 90 100 110 Offer commuters a comfortable ride Offer a quality service Cater for people with special needs Are easier to use than other public transport Are world-class public transport services Are services that Capetonians can be proud of Give you great value for money Understand the transport needs

• f people

Are responsive to commuters’ needs Can be trusted to be on time Offer a service I can afford Are safe forms of public transport * Have vehicles which are clean and well maintained * Are easy to get in and out of * Make you feel welcome * Are for everyone * Q 1 (n=244) Q 2 (n=125) Q 3 (n=170) Q 4 (n=125) Q 5 (n=150) Q6 (n=99) Q7 (n-225) Q8 (n=300)

Added Quarter 3

9.0 8.8 9.1 9.2 9.1 8.4 8.4 8.1 8.2 8.3 8.3 8.4 8.0 8.2 8.3 8.6 8.2 8.8 8.8 8.4 9.1 8.9 8.8 8.7 8.8 8.7 9.0 8.1 8.3 9.2 8.8 8.6 8.9 9.2 8.9 9.1 6 8 10

Total Table View Main Table View Feeder Airport CBD Woodstock/Salt River Atlantic Seaboard Melkbosstrand Du Noon Atlantis Hout Bay

Q 3 Q 4 Q 5 Q 6 Q7 Q8

User: Overall satisfaction with MyCiTi amongst users

Source:Q5: Thinking about the experiences that you have had using MyCiTi bus service, please tell me how satisfied you are with each of the following?

ROUTES USE REGULARLY

87 85 89 88 91 80 80 75 70 78 80 82 90 84 90 85 85 91 90 80 100 90 90 94 88 85 86 67 77 91 85 87 86 85 93 87 73 89

20 40 60 80 100 120

Total Table View Main Table View Feeder Airport CBD Woodstock/ Salt River Atlantic Seaboard Melkbosstrand Du Noon Atlantis Hout Bay Century City Montague Gardens Q4 Q5 Q6 Q7 Q8

Top 3-box%

Apart from Table View Feeder, Airport & Century City, overall satisfaction remains stable in all other areas

*Caution: Small sample size

Rating Q8

Total TV Main TV Feeder Airport CBD W/stck/ Salt Riv. Atlan. Sea/b Melk- bos Du Noon Atlantis Hout Bay Cent. City Mont. Gard.

Overall Satisfaction

4.33 4.49 4.06 4.16 4.61 4.39 4.32 4.47 4.58 4.43 4.53 4.13 4.18

Ease of getting on/off

4.60 4.62 4.73 4.61 4.87 4.85 4.64 4.71 4.76 4.39 4.79 4.62 4.32

Feeling safe on the bus

4.60 4.67 4.59 4.73 4.76 4.79 4.52 4.75 4.70 4.36 4.65 4.71 4.32

Cleanliness

4.64 4.72 4.79 4.48 4.95 4.82 4.65 4.74 4.87 4.40 4.83 4.69 4.41

Appearance

4.60 4.70 4.77 4.43 4.80 4.82 4.65 4.76 4.84 4.44 4.72 4.64 4.42

Easy of travelling with young children/special needs

4.45 4.53 4.59 4.65 4.66 4.71 4.42 4.66 4.75 4.33 4.69 4.50 4.05

Comfort

4.59 4.66 4.62 4.52 4.87 4.88 4.53 4.82 4.76 4.35 4.72 4.59 4.35

Ease of travelling with parcels/luggage

4.55 4.56 4.71 4.67 4.76 4.74 4.65 4.72 4.74 4.37 4.79 4.54 4.20

Professionalism of driver

4.29 4.28 3.99 4.48 4.51 4.53 4.26 4.46 4.19 4.31 4.51 4.19 4.24

Arriving at destination on time

4.08 3.88 3.78 4.50 3.81 3.73 4.25 4.28 3.57 4.10 4.31 3.84 4.07

User: Satisfaction with MyCiTi amongst users – Scores out of 5

On the Bus

4.80 or above – A real strength 4.00 to 4.79 – Doing fine, no cause for concern 3.99 or below – A cause for concern, needs addressing

Rating Q8

Total TV Main TV Feeder Airport CBD W/stck/ Salt Riv. Atlan. Sea/b Melk- bos Du Noon Atlantis Hout Bay Cent. City Mont. Gard.

Overall Satisfaction 4.33 4.49 4.06 4.16 4.61 4.39 4.32 4.47 4.58 4.43 4.53 4.13 4.18 Sufficient lighting at site 4.55 4.65 4.69 4.57 4.78 4.80 4.64 4.75 4.82 4.29 4.63 4.38 4.27 Cleanliness at site 4.59 4.61 4.77 4.59 4.86 4.82 4.70 4.72 4.77 4.28 4.77 4.58 4.27 Feeling safe while waiting 4.58 4.66 4.77 4.70 4.82 4.79 4.57 4.71 4.79 4.38 4.64 4.50 4.28 Bus fare charged 4.42 4.46 4.58 4.77 4.72 4.55 4.35 4.67 4.75 4.15 4.47 4.27 4.07 Availability of route/timetable 4.29 4.53 4.55 4.52 4.38 4.23 3.83 4.60 4.75 4.12 3.86 4.33 4.30 On time arrival and departure 3.90 3.66 3.73 4.34 3.41 3.27 4.11 4.10 3.43 3.98 4.08 3.62 3.97 Availability of MyConnect card facilities 4.22 4.29 4.59 4.64 4.59 3.92 4.00 4.42 4.63 4.15 4.13 3.74 3.89

User: Satisfaction with MyCiTi amongst users – Scores out of 5

At the station/site

4.80 or above – A real strength 4.00 to 4.79 – Doing fine, no cause for concern 3.99 or below – A cause for concern, needs addressing

What are the key take-outs?

 Overall, while the issue of the professionalism

• f the drivers appears to have been addressed

in most areas, there is some criticism around the on time arrival and departure of buses.  Ease of travelling with children or disabled people is still something of a concern, particularly in the CBD and Du Noon.  Routes where satisfaction has dropped are:

 Tableview Feeder routes – issue with professionalism of bus drivers remains, ease of travelling with children/parcels and on time arrival and departure  Airport – issue with ease of travelling with children and people with special needs  Century City – Professionalism of driver remains an issue in this area, ease of travelling with children/special needs,

• n time arrival and departure and availability of recharge

facilities  Atlantic Seaboard has also shown a decline, but the

• verall rating is still well above 80% and therefore still

good

Key points

30

Why do we want to know this?

 We need to know what barriers exist for us versus other options so that we can remove them – what advantages do alternative

• ptions have that we need to own?

 What are our strengths (and competitor weaknesses) that we can capitalise on?

How are we viewed versus other options by non-users?

60% 49% 49% 47% 47% 53% 58% 61% 60% 57% 51% 59% 62% 54% 45% 59% 32% 34% 34% 27% 30% 37% 19% 33% 27% 38% 46% 38% 37% 35% 30% 49% 15% 11% 12% 10% 13% 8% 16% 11% 15% 17% 16% 14% 15% 10% 21% 26% 46% 27% 31% 37% 20% 29% 24% 30% 48% 26% 27% 42% 29% 51% 5% 3% 5% 3% 5% 4% 5% 3% 5% 6% 9% 7% 6% 7% 5% 12% 5% 6% 6% 2% 3% 6% 1% 8% 5% 7% 13% 5% 2% 9% 2% 21% 0% Offer a quality service Give great value for money Easier to use than other public transport services Responsive to commuters' needs Can be trusted to be on time Understand transport needs of people in city Cater for people with special needs e.g. disabled Services Capetonians can be proud of World-class public transport services Offer commuters comfortable ride Offer service I can afford Safe forms of public transport Vehicles are clean and well maintained Easy to get in and out of Make you feel welcome For everyone MyCiTi Golden Arrow Sibanye Minibus taxi Lift clubs Train None

Non User: MyCiTi Brand Association: Quarter 8

Positive associations amongst non-users pertaining to quality service, a service Capetonians can be proud of, a world class public transport service and always clean/well maintained. It is perceived not to be value for money, not affordable, not easy to get in & out of, not making you feel welcome & can’t be trusted to be on time

Source:Q15: For each statement that I read out to you, please tell me which transport modes you would say it applied to?

Quarter 8 (n=300)

Non-User: MyCiTi Brand Association: Quarter 1 to 8

There has been an improvement since the previous wave

Source:Q15: For each statement that I read out to you, please tell me which transport modes you would say it applied to?

67 61 62 67 60 66 68 69 68 72 52 47 41 48 44 45 55 50 51 52 31 29 31 19 34 32 35 43 34 33 33 35 39 24 46 55 46 51 52 47 57 59 62 58 55 51 61 58 59 51 60 10 20 30 40 50 60 70 80 90 100 Offers a quality service Give you great value for money Are easier to use than other public transport services Are responsive to commuters' needs Can be trusted to be on time Understand the transport needs

• f people in the city

Cater for people with special needs Are services Capetonians can be proud of Are world class public transport services Offer commuters a comfortable ride Offer a service I can afford Are safe forms of public transport Have vehicles which are clean and well maintained Are easy to get in and out of Make you feel welcome Are for everyone Q 1 (n=244) Q 2 (n=125) Q 3 (n=170) Q 4 (n=227) Q 5 (n=300) Q6 (n=251) Q7 (n=375) Q8 (n=300

Added Quarter 3

What are the key take-outs?

 Overall, MyCiTi is perceived more positively than other forms of transport  However, the perceived affordability and ease

• f use remain something of a barrier for non-

users

Key points

34

Why do we want to know this?

 The more engaged and emotionally connected a person is to a brand, the less likely they are to use a different one and the more likely they are to advocate for a brand, drawing in new users  Non-users who are engaged are more likely to use the brand in the future and provide growth

Are we engaging the public emotionally? Are we creating fans?

35

Q7 to Q8

MyCiTi Users Table View Main Route Table View Residen tial CBD Airport route Wood- stock/ Salt Riiver Mon- tague Gar- dens Cen- tury City Atlantic Sea- board Melk- bos- strand Hout Bay Du Noon Atlan- tis

Engagement 142  153 147  158 150  155 146  160 145  143 144  156 129 156 148 152 134 152 150 154 151 161 151 Knowledge 137  150 140  151 144  155 145  157 139  140 140  157 127  155 147  153 125  150 140  148 146 158 136 Understan- ding 127  143 132  148 144  147 132  154 129  126 126  155 109  143 132  140 114  144 140  136 148 153 139 Integrity 130  141 137  144 138  134 135  152 135  127 130  148 115  146 142  134 113  138 143  135 145 148 138 Commitment 121  130 127  133 127  130 124  132 118  127 119  130 114  140 130  126 127  125 123  134 124 140 125 Connection 149  152 154  150 147  155 149  154 147  149 148  150 148  161 152  150 155  156 145  149 157 155 144 Conviction 157  169 165  172 159  172 159  177 163  151 157  174 139  165 161  169 143  170 166  173 170 178 161 Advocacy 132  151 139  161 117  152 145  163 147  141 142  145 99  159 138  143 125  140 146  169 138 161 159 Sensing 121  145 123  150 145  154 129  156 127  147 122  150 108  140 130  143 107  148 131  147 141 156 139 Participation 180  158 189  188 220  156 180  137 192  115 219  148 187  150 156  177 173  139 203  160 139 142 222

Users: Unpacking Engagement

The airport route is showing signs of deteriorating engagement, particularly around the conviction with which users buy into the service and a resulting drop in advocacy. The three areas where a lack of trust seems to be growing are on the airport route, Century City route and Melkbosstrand. New routes doing well.

Indices Q6+7 ► Q7+8 CBD Table

• view

Atla ntis Hout Bay Atlantic Sea- board Montag ue Gardens Wood- stock/ Salt River Century City Du Noon Mi- tchells Plain Khaye

• litsha

Melk- bos- stran d Engagement 100► 102 115► 119 91► 114 118► 110 86► 93 88► 74 83► 98 97► 107 83► 76 93► 99 78► 84 102► 108 Knowledge 88► 71 87► 80 70► 77 94► 75 77► 74 75► 58 71► 77 80► 82 65► 59 72► 69 61► 61 86► 83 Integrity 92► 109 113► 119 88► 117 118► 112 76► 94 81► 69 73► 104 92► 109 69► 61 97► 105 69► 87 102► 109 Sensing 94► 113 118► 122 77► 110 106► 105 82► 93 84► 75 82► 86 93► 104 70► 75 80► 86 63► 56 102► 109 Advocacy 98► 101 104► 126 82► 114 104► 100 84► 84 87► 76 82► 77 85► 94 80► 72 80► 88 72► 72 87► 101 Commitment 81► 79 91► 96 80► 95 97► 90 64► 76 64► 55 62► 83 80► 92 81► 65 77► 83 66► 71 81► 87 Conviction 118► 107 131► 138 100 ► 133 139► 130 104► 101 105► 91 100► 110 115► 124 98► 89 115► 119 96► 106 122► 127 Understanding 87► 92 110► 110 81► 108 109► 98 66► 74 73► 48 65► 88 82► 84 61► 52 74► 83 58► 78 92► 100 Participation 125► 114 113► 108 143 ► 129 146► 125 119► 112 128► 111 140► 141 128► 128 126► 125 119► 121 125► 119 140► 133 Connection 100► 103 120► 120 94► 111 120► 114 91► 103 92► 79 79► 100 99► 112 88► 84 100► 109 87► 94 90► 100

Non-user: By route over time

Hout Bay, Du Noon and Montague Gardens are slipping across a number of pillars for non- users . This indicates that attracting non-users on these routes may be difficult. These areas should be of particular priority in communication for the brand.

Planned routes; Mitchell’s Plain & Khayelitsha added in Q5/ Melkbosstrand added in Q7

What are the key take-outs?

 Overall, engagement with MyCiTi has improved since the last wave  However, there are some routes where issues are arising

 For users, the airport route, Melkbosstrand and Century City are of some concern. Integrity (which means trust) has declined. The brand needs to focus on building trust

• n these routes. The airport route is of particularly

concern where users are not entirely convinced and not advocating the service.  For non-users, Hout Bay, Montague Gardens and Du Noon are declining on almost all the pillars of

• engagement. This will impact the service’s ability to

attract new users in these areas and the brand needs to focus on engaging non-users in these areas.

Key points

38

Why do we want to know this?

 Using the right media for the right audience and tailoring our messaging accordingly makes our media spend more efficient and

• ur messaging more effective

Are we using the right communication tools and getting our message through?

39

Total Awareness of Communication Tools

Source:Q16a: Please tell me all the places that you have seen or heard of MyCiTi? Q16b: And please tell me if you have ever heard or seen anything about MyCiTi in any of the following places?

1 1 2 2 2 4 4 5 10 12 12 18 25 30 48 62 77 20 40 60 80 100 Cape Town Magazine Direct mail (letters) Mobile/cellphone app Twitter Phone calls Direct marketing events SMS E-mail Website Other online site Public meetings/community… Facebook MyCiTi newsletter Shopping centre promotions Magazines or brochures Radio Local newspapers (paid for) Flyers/pamphlets in your mail… Community (free) newspapers Word of mouth(from other…

USERS Quarter 8 (n=300) %

1 1 1 3 1 1 4 12 18 25 36 65 69 20 40 60 80 100 Cape Town Magazine Direct mail (letters) Mobile/cellphone app Twitter Phone calls Direct marketing events SMS E-mail Website Other online site Public meetings/community… Facebook MyCiTi newsletter Shopping centre promotions Magazines or brochures Radio Local newspapers (paid for) Flyers/pamphlets in your mail… Community (free) newspapers Word of mouth(from other…

NON-USERS Quarter 8 (n=300) % The top media for communication about the brand are similar across users and non-users of the service. Hearing about it from others tops the list, followed by community newspapers, flyers and local newspapers. Users of the service see the information to a greater extent though and are also more likely to find information about MyCiTi from shopping centre promotions, MyCiTi newsletter and online sources such as Facebook.

40

7 2 10 1 5 6 4 10 10 6 35 9 2 5 1 13 32 18 39 56 12 52 9 15 16 43 68 37 76 8 13 15 22 55 18 54 Magazines or brochures MyCiTi newsletter Shopping centre promotions Direct marketing events Facebook Website Radio Local newspapers (paid for) Community (free) newspapers Flyers/pamphlets in your mail box at… Word of mouth/From

• ther people

Spontaneous Prompted

User: Creation of MyCiTi awareness

4 10 27 31 51 37 77 3 8 11 13 39 16 49 5 9 2 12 47 38 56 5 8 2 7 36 29 24

Quarter 4 (n=125) Quarter 5 (n=150) Quarter 6 (n=99)

Source:Q16a: Please tell me all the places that you have seen or heard of MyCiTi? Q16b: And please tell me if you have ever heard or seen anything about MyCiTi in any of the following places?

Quarter 7 (n=225)

Significant decrease from Q6 Significant increase from Q6

Over the last year, amongst users, we have seen an increase in engagement with flyers and a decrease in the incidence of website. Word of mouth remains strong.

Added in Q7 10 7 10 3 1 8 10 17 15 19 9 5 4 2 7 3 18 20 45 34 58

Quarter 8 (n=300)

41

3 1 5 3 1 4 6 14 26 2 2 2 6 15 7 24 40 43 2 2 1 1 1 2 20 24 11 17 1 2 1 2 7 3 15 11 43 53 MyCiTi newsletter Shopping centre promotions Twitter Website Facebook Phone calls Magazines or brochures Radio Public meetings/communit… Flyers/pamphlets in your mail box at… Local newspapers (paid for) Community (free) newspapers Word of mouth/From

• ther people

Spontaneous Prompted 1 1 1 11 7 6 24 2 2 2 1 2 13 4 28 32 1 1 1 13 1 20 12 20 25 1 4 13 1 13 9 35 43

Non-user: Creation of MyCiTi awareness

Quarter 4 (n=227) Quarter 5 (n=300) Quarter 6 (n=251)

Source:Q16a: Please tell me all the places that you have seen or heard of MyCiTi? Q16b: And please tell me if you have ever heard or seen anything about MyCiTi in any of the following places?

Quarter 7 (n=375)

Significant decrease from Q6 Significant increase from Q6

Amongst non-users of the service, there has been increase in word of mouth, community newspapers and flyers’ activity this quarter, along with a stable presence of radio

1 4 1 12 18 3 36 25 65 69 1 1 6 11 2 15 16 46 47

Quarter 8 (n=300)

42

1 33 3 1 6 8 2 4 2 3 19 3 9 6 8 4 1 8 20 2 22 26 6 4 11 4 10 6 7 20 Magazines SMS Newsletter Word of mouth e-mail Flyers/pamphlets in mail box Local newspapers (paid for) Facebook Website Radio Community (free) newspapers 13 3 12 18 2 11 8 4 14

User: Preferred channel for MyCiTi communication

Source:Q16d: And if you could choose the way you would like MyCiTi to communicate with you, which one of these would be your first choice?

18 18 7 17 1 5 5 2 23

Quarter 4 (n=125) Quarter 5 (n=150) Quarter 7 (n=225)

99% of users have a cellphone, of which 73% own a smartphone

Quarter 6 (n=99)

Significant decrease from Q6 Significant increase from Q6

The preferred channels of communication for users are community newspapers and significantly more in this quarter for SMS Quarter 8 (n=300)

43

2 15 14 3 4 5 3 18 3 7 25 1 21 13 5 6 6 2 1 6 3 4 5 26 3 27 8 5 6 8 1 5 15 2 2 14

Non-user: Preferred channel for MyCiTi communication

Source:Q16d: And if you could choose the way you would like MyCiTi to communicate with you, which one of these would be your first choice?

Quarter 4 (n=227) Quarter 5 (n=300) Quarter 7 (n=375)

1 17 13 1 2 2 6 11 3 6 37 MyCiTi newsletter Shopping centre… Mobile/cellphone app SMS None Phone calls Twitter Word of mouth Other online site e-mail Website Public meetings Facebook Flyers/pamphlets Local newspapers… Radio Community (free)… 96% of non-users have a cell phone, of which 65% own a smartphone

Quarter 6 (n=251)

Significant decrease from Q6 Significant increase from Q6

A significant increase in the preferred channel of communication for flyers. Community newspapers and SMS remains preferred tools

1 19 7 5 4 15 2 3 27

Quarter 8 (n=300)

44

0% Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8

Word of mouth/From other people Community (free) newspapers Local newspapers (paid for) Radio Flyers/pamphlets in your mail box at home Magazines or brochures

User: Message Recall Over Time - % who DON’T recall the message

100%

Over time we have seen an improvement in terms of users being able to remember specific messages about MyCiTi in specific media. This indicates an improvement in cut- through and impact of the messaging.

Source:Q16c: For each one of these places that you have mentioned, please can you tell me what you remember seeing / hearing / reading about MyCiTi? *Caution: small sample base. Media types with sample sizes consistently less than n=15 not reflected on slide

45

0% Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8

Word of mouth/From other people Community (free) newspapers Local newspapers (paid for) Radio Flyers/pamphlets in your mail box at home Magazines or brochures

Non-User: Message Recall Over Time - % who DON’T recall the message

100%

As with users, we have seen an improvement in terms of non-users being able to remember specific messages about MyCiTi in specific media. This indicates an improvement in cut-through and impact of the messaging for non-users too.

Source:Q16c: For each one of these places that you have mentioned, please can you tell me what you remember seeing / hearing / reading about MyCiTi? *Caution: small sample base. Media types with sample sizes consistently less than n=15 not reflected on slide

What are the key take-outs?

 Word of mouth remains an important component of awareness of the service which highlights the importance of generating positive word of mouth  In terms of formal communication, preferred methods include community newspapers, flyers and SMS  There has been an increase in awareness of flyers this quarter, as well as increased awareness of info in community newspapers amongst non-users  Recall of messaging remains good with the vast majority remembering the message contained in the media they have seen

Key points

47

Why do we want to know this?

 So that we can assess whether further communication is required and whether there are any operational issues

How are people reacting to the card payment system? Are there any issues?

User: MyConnect Card likes and dislikes

Penalties for not tapping out has arisen as a gross negative this wave

Likes Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7 Q 8 n= 247 125 170 125 143 99 225 300 Easy to use 29% 18% 30% 27% 44% 20% 13% 28% Nothing 22% 9% 5% 1% 3% 5% 1% Convenient/ easy/ hassle free/ faster then paying cash 12% 22% 7% 8% 12% 18% 16% 24% Safe/ Don't need to carry cash 5% 11% 52% 51% 59% 37% 37% 25% No cash needed 5% 1% 0% 0% Can use the card as a debit or credit card/ can use it in shops 4% 13% 3% 10% 2% 2% 10% 13% For professionals 2% 3% 1% 1% 0% 0% The card does not expire 1% 2% 0% 0% Fast/ Quick 1% 6% 12% 15% 17% 14% 7% Good way to pay for transport/Pre-paid system works well 1% 26% 3% 1% 3% 4% 3% Never used the card/ have no experience with the card 1% 2% 3% 0% 2% Good quality card/ Can't break easy 1% 3% 0% 1% Efficient/ Effective 1% 2% 1% 1% 7% 1% 1% Saves time/money

• 24%

Source:Q17: What, if anything do you particularly like about the MyConnect card and the way it works? Q18: And what, if anything, do you particularly dislike about the MyConnect card and the way it works?

Dislikes Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7 Q8 n= 247 125 170 125 143 99 225 300 Nothing 74% 79% 63% 65% 73% 81% 76% 64% Limited number of recharge points 5% 1% 22% 13% 15% 4% 6% 5% Expensive/ Fee too much if not using bus frequently 4% 3% 1% 3% 2% 2% Faulty cards/ Cards don't work/ Unreliable cards 3% 4% 1% 1% 8% 0% 1% System offline

• 4%

Penalties/ fines for not tapping out

• 15%

23 7 44 22 3 26 35 39 22 2 4 1 27 17 1 2 6 28 18 3

10 20 30 40 50

Cash Paper ticket MyConnect Card MyCiti Card Bank credit/ Debit card Don't know

MyCiTi payment methods

Q 5 (n=300) Q 6 (n=251) Q 7 (n=375) Q8 (n=300)

Non-user: Awareness of kind of payment system used on bus and MyCiTi payment methods

About half the respondents claim to know what payment system is used on the MyCiTi buses. Most of those who claim to know mention a card BUT the key issue is the 51% who don’t know.

74 26 80 20 46 54 49 51

10 20 30 40 50 60 70 80 90

Yes No

Know payment system on MyCiTi bus

Q 5 (n=300) Q 6 (n=251) Q 7 (n=375) Q8 (n=300)

Source:Q16e: Do you know what kind of payment system is used on the bus? Source:Q16f: Please mention all the payment methods you can use when travelling on the MyCiTi bus?

What are the key take-outs?

 Users feel that the card is easy to use, safe and convenient  However, there appears to be an issue with tapping out and the penalties attached to this  There is still a lack of awareness amongst non- users about the card system

Key points

51

The latest wave’s action points

52

Action points:

Users

What are the priorities for action?

 Investigate lower uptake of service as a commuting option in Hout Bay  Address issues with on time arrivals and departures  Improve ease of travelling with children and people with special needs, particularly in CBD and Du Noon – is this about overcrowding on buses or platform issues?  Address remaining issues with driver professionalism in Tableview Feeder routes and Century City  Supply more recharge points in Century City  Rebuild trust on airport, Melkbosstrand and Century City routes  Airport – issues with the service need to be addressed since they appear to be eroding conviction and advocacy  Continue media focus on community newspapers and flyers (as well as radio)  Consider SMS service rollout  Continue with more focused messaging  Address issues around tapping out and penalties

53

Action points:

Non-Users What are the priorities for action?

 Improve brand presence and visibility, focusing particularly on Hout Bay, Du Noon, Atlantis and Mitchell’s Plain  Continue to push messages around affordability and ease of use, particularly on future routes  Communication around the card system is also important, particularly in future route areas  Continue media focus on community newspapers and flyers (as well as radio)  Continue with more focused messaging

Thank You!