Wednesday, December 9, 2009

Metro's first priority should be customer services

I would rate Metro's first month in Melbourne a fail. Sure they have a nice website, but it's what patrons see and hear everyday that counts. So far, it appears metro's priority is branding rather than customer service, and that's a huge blunder.

One wonders why they bother with brand promotion at such an early stage, when service levels are still poor. It just reinforces a negative brand perception. Do we really need to be reminded at each stop that "Metro" is arriving at? Who authorized such a stupid branding procedure, and why are our tax dollars being used to pay for it? Surely a common sense "Does this add value?" approach should be used. Does changing the arrival annoucement add any value? NO!

So what does add value? Thinking about how customers use trains. Can we add powerpoints for people to charge their mobiles and laptops? Can we offer a free wifi service at stations? Can we offer customers are chance to design their own timetables and vote for them?

There many, many more important things than branding at this moment. Hopefully metro gets a clue and starts thinking about them.

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