Public transit agencies have done very well by the information technology boom. The core foundation of effective, efficient customer service, after all, is effective, efficient distribution of information. Every advance that enables the agency to more quickly reach each rider is a step in the right direction; better yet, one could argue, is an advance that does the reverse – enables riders to easily access transit information whenever they need it.
When the Prague Transit Authority realized that users were having difficulty with purchasing single transfer tickets, they instituted a mobile phone system in which passengers can send an SMS text message to a dedicated number with the letters ‘PTA.’ In turn, they receive a reply in the form of a virtual transfer ticket with a specific code. As an added benefit, the transfers for those who use the system are valid for 90 minutes, rather than the standard 70. The agency benefited as well, considering they were spared having to install expensive ticket vending machines.
The text message has also come to the aid of Scottish transit riders. Thanks to real-time tracking information, riders are now able to text the unique code associated with their bus stop/line to the agency, which produces a completely up-to-date report on the bus’ location on their mobile phone. All delays are reflected in the message, as well.
The salient point is that by making real-time information available in several formats, agencies can forgo the distribution process and simply let each rider locate the specific information he or she wants. The end result is a more personalized service for the rider and less time spent on the agency’s part.
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