Pittsburgh Regional Transit (PRT) operates bus, light rail, incline, and paratransit services in Southwestern Pennsylvania, providing more than 60 million rides a year. A long-time Campos client, PRT routinely leverages research to make critical decisions related to its brand and rider experience.

Recently, Campos partnered with PRT to conduct a large-scale assessment of its rider experience and develop a research-backed strategy for delivering a consistently excellent experience to all riders.

Exceptional customer experiences are insights-driven. To create experiences that are meaningful to customers, organizations must have a deep understanding of their customers’ journeys and their pain and pleasure points along the way.

As such, we first segmented the market PRT serves to understand who the different rider segments are and then conducted qualitative and quantitative research with these segments. We explored their current customer experience as well as the needs, expectations, and wants when it comes to transit. We also conducted ethnographic research to better understand the experiences of both riders and operators.

To activate the research results, we held workshops with PRT stakeholders to bring the data to life and brainstorm how PRT could and should change its experience to meet and exceed rider expectations.

Ultimately we delivered a CX playbook that articulates a vision for the rider experience, details PRT’s CX priorities, and outlines how we will track PRT’s progress against those priorities. PRT continues to act on these CX priorities and Campos is actively engaged with PRT to measure progress and identify new opportunities to improve the experience.