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Bakerloo Line Detrainment: Understanding the nature of over-carries

2CV Research

March 2013

Bakerloo Line Detrainment: understanding the nature of over-carries

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Contents

Understanding who gets over-carried and why


Customer attitudes to over-carriesCustomer attitudes to over-carries

Evaluating the potential solutions Evaluating the potential solutions

Over-carry situationOver-carry situation

MethodologyMethodology


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Methodology

17hrs of Observation sessions with intercepts across different locations• Queens Park:12hrs observation sessions with intercepts• Tower Hill: 2hrs observation session with intercepts • Kennington: 3hrs observation session with intercepts

6 x 1.5hr focus group sessions

5 x single recruited intercepts (accompanied over-carries)


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Four Customer Types

‘Bubble’

•Headphones, newspapers, books and iPads

•Absorbed in ‘own world’

•Still waking up in the morning or wanting to retreat at the end of a long day

Sleepers

•Just tired

•Night shift workers

•Had a night out

Language

•English not first language

•Tourists

Last Minute Boarder

•Running down stairs at QP and jumping on last carriage

•Catching the train last-minute at earlier stations


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Several LU factors prevent the message getting through

Quality & Frequency of PA

The Station

Journey and station info doesn’t alert customers

to the issue

Language & Tone of Voice

Lack of In-Carriage Info

Improvement in these areas would not only improve over-carry situation, but also the general customer experience


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Lower passenger numbers between 11am – 3pm…

Exacerbates the problem…

•No herd behaviour – customers miss one major cue to get off the trains

•Many carriages have less than 5 passengers

•Passengers spread themselves further apart during off-peak travel

•Some passengers even prefer to have ‘their own’ carriage


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Customer attitudes to over-carries


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In the grand scheme of things, over-carry is not a big issue in the customer’s view of Tube travel

Participants expressed surprise that this was the subject of the focus group

A humour is expressed widely about this subject – it may have undertones of anxiety, but generally people tended to laugh as their first impression

Customers do not perceive an over-carry situation to be a serious incident

Why is this even an issue?

Why is this even an issue?

Maybe they should do a slightly cynical , tongue-in-

cheek campaign… ‘Oooops!’

Maybe they should do a slightly cynical , tongue-in-

cheek campaign… ‘Oooops!’

Have there been complaints?

Have there been complaints?


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There is a perception that customers and TfL need to take equal responsibility for over-carries

Customer responsibilityTfL responsibility

Responsibility for themselves and their journey

To listen to announcements and other information

To pay enough attention to get to their destination

To provide accurate and up to date information

To be proactive and clear in delivery To ensure a good level of service and

customer care

I think they need to try to keep

customers informed and

make sure the live information is

good

I think they need to try to keep

customers informed and

make sure the live information is

good

We can’t baby everyone – you have

to take some responsibility

We can’t baby everyone – you have

to take some responsibility

The need to make announcements and be

clear

The need to make announcements and be

clear

If you’re not listening then that’s just tough luck – you cant expect them to do it all

If you’re not listening then that’s just tough luck – you cant expect them to do it all


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When customers are told of the procedure

• TfL is perceived as being proactive and keeping their side of responsibility

• As long as TfL ensures clear and effective communication, it is the customer’s responsibility to do the rest

Current procedure feels sufficient

TfL just needs to have clear and

understandable announcements

TfL just needs to have clear and

understandable announcementsIf they’re doing all that, then

what’s the problem?If they’re doing all that, then

what’s the problem?

We don’t need hand-holding…

We don’t need hand-holding…


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Evaluating the potential solutions


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There are a number of effective solutions

Least effective Most effective

Engine off


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Many solutions are also considered to improve customer experience

Access to information and announcements is essential to help customers feel in control and reduce stress levels

An in-carriage dot matrix and clear and audible announcements are perceived to be hygiene factors – initiatives that should be implemented as standard to provide positive customers experiences, not just a solution to the over-carry problem.

CCTV is also felt to improve customer experience by providing a stronger sense of safety across the network

“Clear announcements; that’s not a solution that

should be something that is just standard practice”

“I thought there was already CCTV on all the

trains. That’s what I would expect”


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Solutions perceived to have a potentially negative impact on customer experience are rejected

Some solutions are recognised for there effectiveness but rejected when they impact on personal experience

It would really annoy me if my service changed; especially for something that doesn’t seem like a big issue”

Claxon

•A loud, disruptive noise is recognised as being highly effective across all customer types

•But, felt to have a strong negative on their personal experience and is therefore rejected as a long-term solution

Human

•Manual detrainment is spontaneously raised as a highly effective solution; one that would guarantee reduced over-carries

•But, the negative impact on frequency of service across the line means that overall it is rejected


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Solutions that work for different customer types

Extreme Bubble

Sleepers Language Last Minute Boarder

Engine off

Engine off


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Solutions that work for different environment issues

Quality & Frequency of PA

The Station

Language & Tone of Voice

Travel info doesn’t alert customers to the issue

Lack of In-Carriage Info


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Over-carry situation


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Embarrassed, feeling silly Anxious, scared Frustrated, annoyed about the delay Still unaware

Customers acknowledge they may feel a range of emotions

I would Google ‘stuck on the Tube at Queen’s Park ‘

I would Google ‘stuck on the Tube at Queen’s Park ‘

I would call a friendI would call a friendI would pull the alarmI would pull the alarm

I would feel pretty sillyI would feel pretty silly

It could be scary , especially if you were in the dark

It could be scary , especially if you were in the dark

If I didn’t know what was happening and I

was there for a while, I would want to escape…

If I didn’t know what was happening and I

was there for a while, I would want to escape…

I might still be asleep!

I might still be asleep!

I’d just be confused…I’d just be confused…


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Tested announcements for an over-carry feel appropriate

Work to both reassure and inform customers

Customers feel the announcement message, language and tone of voice meets their needs

N.B Inter-car canopy's would be helpful to prevent people trying to exit the train in a situation of extreme emotional response

“That’s perfect. It tells you what’s happening and you

know you can just stay there”

“It’s reassuring and you know you’re only going to be there

for a short time”

“You just need to know what’s happening”

2CV UK 35 King Street, Covent Garden, London WC2E 8JG t: +44 (0) 20 7655 9900 f: +44 (0) 20 7655 9901 2CV North America 460 Bush St FL 1, San.

Documents

overcarries slide

nature of overcarries

bakerloo line detrainment

carriage slide

hrs of observation sessions

hrs observation sessions

intercepts kennington

customer attitudes