Let's Talk About Door to Door Travel

The customer’s experience doesn’t start when they get on board:?

We need to discuss the door-to-door journey.?

Let’s be clear. Customer journeys don’t start once they take their seat, arrive at the platform, or even enter the building. Customer journeys start as soon as they step out of their door. For savvy operators, that first and last mile should be the first opportunity to start going above and beyond for customers.??

While each customer will have their own individual challenges in travelling, the solutions are surprisingly universal. They include ensuring all the key passes they need are readily at hand, they have the most up-to-date timings, a smooth and safe journey to their departure point and, increasingly, a sustainable trip with minimum environmental impact.??

Is technology the solution??

Technology has a huge role to play in this process but at its heart is the accessibility of information and how well operators can act as conduits, absorbing the information from a myriad of sources, filtering and channelling it effectively to keep customers updated and feeling in control.??

The second key element to enhancing a customer’s door-to-door experience is integration with other transportation services, including public transport, car sharing, bikes and more. It’s not necessarily about encouraging an overall modal shift but rather looking at how changes can be made in the first and final stages of a customer’s journey. The aim should be to minimise stress, cost and environmental impact.??

?Be ready to research.

The most effective way to tackle first and last-mile issues are to thoroughly research the issues at a hyperlocal level to understand your core audience and their needs. A study in 2019 in Sydney concluded that one of the most significant issues for reduced customer numbers was the very end of the first mile, and certain stations only offered a single point of access, causing congestion and adding up to 6 minutes per trip each way.??

Using existing data, the team were able to determine that a second entrance would increase morning peak time entries, in the case of one station,?by a whopping 35%! Once the research has given you a clear focus on the issue, it’s time to consider the practicalities of bringing a solution to life.??

Better service is already happening.?

Schemes like the Oyster card in London, or Pop in Tyne and Wear, have become blueprints for a more cohesive way of approaching door-to-door journeys, seamlessly allowing travel between different public transports across areas.??

At this point, it’s worth remembering that not every concept will work smoothly from the outset, but that doesn’t mean it shouldn’t be revisited. The Leeds CyclePoint scheme, based on the hugely successful Dutch concept of integrated cycle facilities at railway stations, hit a stumbling block in 2018 but returned in 2020. It has continued to prove popular, allowing travellers to store their bikes while they continue their journey securely. It is a great way to tackle a service that can still be inadequate in many stations.?

?Be collaborative.?

The Leeds scheme involved the collaboration between Network Rail, Leeds City Council and retailer Evans Cycles to bring it together. While projects can be easier to fulfil ‘in-house’, involving public bodies, membership organisations and other businesses can offer a fresh perspective and allow you to complete projects within a community that will deliver positive outcomes for all involved.??

Whether it’s through apps that track time or journey plans, ensuring adequate storing or charging for greener transport, collaborative payment options or more, thinking about your customer’s more expansive journey can reap the rewards.??

What part of your public transport journey would you like to see improved? Keen to hear from daily and casual users and those in the industry.??