Washington Metropolitan Area Transit Authority Board Action/Information Summary Action Information MEAD Number: Resolution: Yes No TITLE: Incident Customer Communications PURPOSE: To provide an update to the Safety and Security Committee on actions to improve customer communications during emergencies or major service disruptions. DESCRIPTION: In support of Metro s goal to create a safer organization for our customers and employees and improving customer service, staff studied areas where we had both needs and opportunities for better outreach to customers. We began by identifying communications challenges where solutions would provide the greatest impact with the least cost. We also considered customer feedback gathered in 2011 which informed us about the ways customers prefer to receive information, especially prior to the start of their trips, with respect to emergencies and temporary service disruptions. Internally, Metro changed protocols and procedures to speed information flow and ensure message consistency. Incidents are now managed through a conference line that connects senior operations, police, safety, and communications officials who can confer and make decisions more rapidly. The communications staff very quickly translates operational information into actionable and understandable messages for our customers, and that information is then distributed electronically to multiple channels. Last month we launched the metroalerts system, which provides better digital messages for rail customers, including customer advisories and station specific information. It also offers, for the first time, real-time electronic messages for bus customers, alerting them about detours, construction, and weather impacts to their service. The Metro website is by far our highest volume channel for digital communications. Staff has enhanced certain features to make incident information more easily accessible for customers. Outreach is also enhanced Page 43 of 68
through social media channels, primarily using Twitter. The trip planning feature was improved by linking customer advisories to destinations. Web usage has expanded the accessibility of our media relations staff, by permitting the conduct of interviews using Skype with media so they have instant access to us for interviews. The assistance of our regional partners is also being leveraged, primarily through updating online links with regional partners who use our RSS feeds, twitter messages, metroalerts and other digital messages on their websites and list serves. Capital investments have allowed the completion of in-system improvements to improve the reliability of the Passenger Information Display System (PIDS) and modernizing the public address system in 26 stations. Internal procedures are now revised to include faster deployment of rail supervision to the trains when major issues arise to assist police and to improve communications with customers. We have also established procedures to assist the media at the scene of an incident, focused around major service disruptions, safety and security events, and police and fire emergency activity. Customers need to know what is going on in advance of entering the system, and not just for unplanned incidents. Advance notice when planned outages or service changes are expected has been stepped up. In addition to traditional communications outreach, we have also implemented variable message signs, parapet wall signage, and other information displays. To really connect with customers during unplanned incidents, passengers are encouraged to take advantage of the communications channels offered that let them know before they go. FUNDING IMPACT: There is no impact to FY12 funding. Funding required for additional initiatives will be included in budget requests for those years. Project Manager: Project Department/Office: Barbara Richardson Department of Customer Service, Communications and Marketing RECOMMENDATION: This is for informational purposes only; therefore, there are no recommended actions to take at this time. But much work continues to include further web enhancements, more dynamic signage options to supplement PIDS in stations, provide more real time information for station managers through kiosk computers, and ultimately radios, and improve in-person response to customers. Page 44 of 68
Washington Metropolitan Area Transit Authority Incident Customer Communications Safety & Security Committee March 8, 2012 Page 45 of 68
Communications Challenges Ensure consistent and accurate information Convert to customer speak Leverage all communications channels Provide bus customers better information Improve links with regional partners Reach customers before they arrive in system Prepare customers in advance Page 46 of 68
Customer Feedback In-system communications critical Actionable information needed Old school methods necessary for certain incidents Presence of supervisory officials improves customer communications Page 47 of 68
Incident Communication Flow CONFERENCE CALL ICP MESSAGE WEBSITE RAIL CUSTOMER OPS/OCC MEDIA EMPLOYEES MTPD STAKEHOLDERS METRO ALERTS PA PIDS TRAIN OPERATORS COG/MATOC Page 48 of 68
Improving Incident Information Improved rail alerts Introduced customer advisories Communicators in BOCC Launched first bus alerts & advisories Page 49 of 68
Digital Enhancements Homepage Advisory During Service Disruption Page 50 of 68
Digital Enhancements Live Skype Interview During Hurricane Irene Trip Planner Advisory Message Page 51 of 68
In-System Improvements Passenger Information Displays Bull horns in station manager kiosks Public Address Systems Onboard deployment of police & rail supervision On-scene spokesperson Page 52 of 68
Contingency: Advance Notification Digital VMS Board Newspaper Ad Page 53 of 68
Advice for Riders Go to WMATA.COM/ALERTS Get alerts by line, by station, & by bus route Check alerts BEFORE leaving home or office Page 54 of 68