Influencing passenger behaviour – Community of Metros Benchmarking Group

Research: Real-time Information

January 5, 2021July 23, 2020

Real-time information is rapidly becoming a baseline expectation for customers using metro systems. Metros have a wide array of operational and asset data sources, and a multitude of options to present this information to customers. This study brought together practices from 27 CoMET and Nova metros to understand how they provide accurate real-time information to customers by exploring their back-end management of data and front-end presentation of real-time information.

Data relating to train operations are most commonly available across metros, relying on signalling systems for example. Less commonly available are data to do with passenger movements (increasingly important to manage passenger flow in stations and trains). Generally, real-time information in stations becomes more focused on train running the closer the passenger gets to the train, to ensure that customers receive the most relevant information they need to support their journey. Metros are also recognising that digital/remote availability of real-time information is also increasingly important to customers, but so far these are not a substitute for good quality real-time information in stations and trains.

Multimodal operators have an additional opportunity to integrate their real-time information across modes, but integration with other modes and through third party interfaces is an opportunity to present real-time information seamlessly to the customer. Lastly, the study explored the innovations and trends that metros are investing in to improve their real-time information to customers, including greater personalisation and targeting of information and greater accuracy of data.

Research: Signage in Stations and Trains

March 16, 2021May 10, 2020

Signage is designed to convey information primarily to assist passengers with decision-making, therefore factors such as clarity, visibility, safety, accessibility, applicability and style are important elements to take into account in signage design. Good signage communicates with passengers effectively by using clear messages, appropriate shape and size, recognisable symbols and infographics, legible typefaces/fonts and clearly contrasting colours.

Selected factors involved in signage design

The study gathers information from 28 CoMET and Nova metros and looks into their guidelines for signage design, as well as good examples that have been implemented by metros. These examples are presented by exploring six key objectives: signage for clarity, signage for branding and identity, signage for safety and security, signage for wayfinding and navigation, signage for accessibility, and signage to encourage good behaviour. The enhancements carried out by metros to improve clarity, visibility and legibility of signage are also discussed in the report. Currently, metros are exploring various approaches to complement their static signage with new types of dynamic information to encourage greater passenger awareness and decision-making. This includes dynamic information for crowd control, passenger flow, and incident response, leading to an increasing use of digital signage, and other mobile applications.

Research: Initiatives for Increasing Primary Revenue from Passengers

February 2, 2015

For most metros, a steadily growing passenger demand and revenue is important for future sustainability. This 2014 Nova case study captured good practice initiatives that members have implemented in their metros to increase the revenue they receive. This study also looked at how the regulatory and political environment affects a metro’s ability to implement these strategies and what methods were being used to measure and forecast demand.

Several of the factors that influence metro demand and revenue are to some extent within a metro’s influence, such as the quality of service, the provision of amenities within stations, and price. However, external factors tend to have the largest impact on demand and there is little metros can do to influence these, at least in the short to medium term.

Factors (Within and Outside Metro Control) Influencing Metro Demand

Members stated that fares policy, service frequency and capacity, infrastructure enhancements, and integration with other transport had the greatest impact on their demand and revenue. Yet, they also appear to be the factors that metro operators have the least control over. We argue that in the longer term, these factors can be strongly influenced by metros but clear and proactive engagement with all city actors such as the Transport Authority or Government is required.

Good practice metros undertake a detailed analysis of their market segments to understand both existing and potential customers. Separating out different customer segments and journey stages may enable operators to exploit previously un-tapped or poorly captured markets. Metro operators should conduct proper advance business case analysis to understand the overall expected revenue impacts and associated costs of proposed demand growth initiatives. Even if forecasting or modelling demand and revenue is done by the transport authority, metros can always benefit from having their own models. This enables metros to make a stronger case to the transport authority about the effects of a particular action.

The most effective strategies implemented by metros included:

Bus feeder and bus integration systems which complement metro services and improve access to the metro;
Short extensions, infill stations and station upgrades that provide strategic opportunities to improve access to new markets,
Increasing off-peak service provision (evening, weekend and inter-peak) at low marginal cost to open the metro up to new or underutilised markets;
Targeted fares products to encourage off-peak travel and fill underutilised capacity; and
Integrated ticketing platforms and joint promotion that attracts alternative markets.