Creating UTA’s First-Ever Customer Experience (CX) Action Plan

UTA has never had a comprehensive document that captures our riders' travel motivations, pain points, and moments that matter while riding UTA. This is why we’re engaging with our riders to look holistically at their entire journey through the UTA transit system (from their front door to your ultimate destination). We’re calling this a Customer Experience (CX) Action Plan. This document will identify customer facing projects and improvements that can address shortcomings in the system, with riders’ experiences as our top priority.



Project Background

UTA’s vision is to lead Utah to a stronger economy, a cleaner environment, increased mobility, greater access to opportunity, and a better quality of life—all driven by safe, comfortable and reliable transportation. UTA believes we have a duty to provide vital transportation services in a way that not only meets customer expectations but exceeds them. It is a deeply rooted philosophy embraced by every employee at UTA. A key part of the customer’s expectations is directly related to the experience they have when using the transit system. UTA recently adopted a 2022-2030 Strategic Plan. In this plan, there is a success statement regarding the Customer Experience. It is:

UTA puts its customers first by providing an easy, enjoyable, and accessible transit experience where customers feel engaged, safe, and cared about.

And the only way to truly understand their experience is to listen.

Tell Us About Your Experience with UTA

UTA is gathering valuable insights into the Customer Experience (CX) of UTA riders through a questionnaire aimed at enhancing our services. By sharing your experiences and insights, you are helping us create a more enjoyable, accessible, reliable, and inclusive transit service for everyone. Your input will play a crucial role in shaping the final CX Action Plan.

As a thank you for your participation, you will be entered into a raffle to win $100!

FAQ:

Q: What is Customer Experience (CX)?

A: Customer Experience is everything a customer experiences while accessing and using UTA services, from their front door to their ultimate destination.

Customer Experience also includes:

• Multiple modes of transportation (UTA, active transportation, Transport Network Companies (TNCs), driving, etc.)
• Many different objects, tools, and apps. (UTA website, Transit App, posted maps/schedules, real-time signs, etc.)

Q: Why does focusing on CX matter?

A: Delivering a remarkable experience increases the likelihood that customers will return, use UTA services often, and more importantly, tell a friend or family member about their experience. In other words, a phenomenal experience creates customers who create customers. In fact, 92% of customers around the world say they trust recommendations from friends and family more than other forms of advertising. (Nielsen).

Q: What is a CX Action Plan?

A: A CX Action Plan is a document that:

• Communicates who UTA’s customers are, what they experience (good and bad), and what matters to them on their journey from their front door to destination.
• It showcases UTA’s planned customer-focused projects, including timelines and constraints for implementation.

Q: I’ve already shared my feedback in another survey. What’s different about this questionnaire?

A: UTA has valuable insights from many previous surveys, like the annual Customer Satisfaction Survey and quarterly Rider Happiness Benchmark survey. The final CX Action Plan will include and build on the insights from these surveys. The intent of this questionnaire is to dive deeper into riders’ experiences while using UTA and identify customer facing projects and improvements.

Q: Have any other transit agencies created CX Action Plans?

A: Yes! Use the links below to explore similar plans created by LA Metro, TransLink and CTDOT.